Wine clubs in the United States:Which are most popular?
In September 2026, Naked Wines was the most searched wine club in the United States, accounting for 32.7% of all searches among the 11 clubs we track. When we checked with ChatGPT and Google AI Overviews, Firstleaf showed up in every answer. Firstleaf was recommended most often, coming first in three out of five responses.
Naked WinesShare of searches 32.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
Splash WinesShare of searches 21.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 8th
LaithwaitesShare of searches 11.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
Wine AccessShare of searches 9.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
Wine InsidersShare of searches 9.6%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
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Top wine clubs in ChatGPT and Google AI Overviews
In Brandwave's three ChatGPT questions and two Google AI Overviews, Firstleaf appeared every time. Firstleaf was recommended most often, coming first in three out of five answers. SommSelect was second, and Wine Access was third. Laithwaites, which ranked third in searches, was not mentioned at all.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Firstleaf5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Wine Access4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Plonk Wine Club4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Naked Wines3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
SommSelect3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
The California Wine Club2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Splash Wines1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Wine Insiders1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Vinebox1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Laithwaites0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Gold Medal Wine Club0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about wine clubs
5 answers
Asked ChatGPT
“Which wine club should I join in the US?”
Asked ChatGPT
“What are the best wine clubs in the US?”
Asked ChatGPT
“What's the best wine club in the US for trying new wines?”
Searched Google, AI Overview
“wine club”
Searched Google, AI Overview
“wine subscription”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United States on October 22, 2026.
Which wine clubs do people search for most?
This chart shows how often people search Google for each wine club by name. Each line represents a brand's share of searches for all 11 wine clubs we track, month by month, from searches in United States.
Share of searches by month for Naked Wines, Splash Wines, Laithwaites, Wine Access, Wine Insiders, Firstleaf, SommSelect, Vinebox. The figures are in the table below the chart.
View monthly share of searches table
| Month | Naked Wines | Splash Wines | Laithwaites | Wine Access | Wine Insiders | Firstleaf | SommSelect | Vinebox | The California Wine Club | Plonk Wine Club | Gold Medal Wine Club |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 43.3% | 12.9% | 5.7% | 8.6% | 10.5% | 6.9% | 2.1% | 5.7% | 2.1% | 1.1% | 0.93% |
| Nov 2025 | 46.3% | 13.9% | 6.2% | 7.5% | 9.2% | 6.2% | 1.7% | 6.2% | 1.5% | 0.8% | 0.55% |
| Dec 2025 | 42.2% | 12.6% | 5.6% | 8.4% | 10.3% | 6.8% | 2.5% | 6.8% | 3% | 0.9% | 0.92% |
| Jan 2026 | 39.3% | 14.4% | 5.1% | 11.7% | 11.7% | 9.6% | 2.3% | 2.3% | 1.9% | 1% | 0.69% |
| Feb 2026 | 39.1% | 17.4% | 6.1% | 11.6% | 9.4% | 7.7% | 2.8% | 1.9% | 2.3% | 0.9% | 0.68% |
| Mar 2026 | 43.9% | 16% | 5.6% | 10.7% | 8.6% | 7.1% | 2.6% | 1.7% | 2.1% | 1% | 0.62% |
| Apr 2026 | 38.4% | 17.1% | 6% | 9.2% | 14% | 7.6% | 2.3% | 1.9% | 1.9% | 1.1% | 0.44% |
| May 2026 | 33.2% | 18.1% | 5.2% | 12.1% | 18.1% | 6.6% | 2% | 2% | 1.6% | 0.88% | 0.38% |
| Jun 2026 | 39.1% | 21.3% | 5.2% | 9.4% | 11.6% | 6.1% | 2.3% | 1.6% | 1.9% | 1% | 0.45% |
| Jul 2026 | 39.3% | 21.4% | 5.2% | 9.4% | 11.7% | 6.2% | 2.3% | 1.3% | 1.9% | 0.91% | 0.36% |
| Aug 2026 | 38.5% | 21% | 6.1% | 9.2% | 11.5% | 6.1% | 2.3% | 1.9% | 1.9% | 1.1% | 0.45% |
| Sep 2026 | 32.7% | 21.8% | 11.9% | 9.6% | 9.6% | 6.3% | 2.4% | 2.4% | 1.9% | 1% | 0.46% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 32.7% | 9.9K | -18.2% | -5.9 points | |
| 2, held 2nd | 21.8% | 6.6K | 0% | +0.8 points | |
| 3, moved from 6th to 3rd | 11.9% | 3.6K | +89.5% | +5.8 pointsmoved from 6th to 3rd | |
| 4, held 4th | 9.6% | 2.9K | 0% | +0.3 points | |
| 5, moved from 3rd to 5th | 9.6% | 2.9K | -19.4% | -1.9 pointsmoved from 3rd to 5th | |
| 6, moved from 5th to 6th | 6.3% | 1.9K | 0% | +0.2 pointsmoved from 5th to 6th | |
| 7, held 7th | 2.4% | 720 | 0% | +0.1 points | |
| 8, moved from 9th to 8th | 2.4% | 720 | +22% | +0.5 pointsmoved from 9th to 8th | |
| 9, moved from 8th to 9th | 1.9% | 590 | 0% | +0.1 pointsmoved from 8th to 9th | |
| 10, held 10th | 1% | 310 | -11.4% | -0.1 points | |
| 11, held 11th | 0.46% | 140 | 0% | 0 points |
32.7%
Held 1st. 9.9K estimated branded searches, -18.2% vs prior month. Share -5.9 points.
21.8%
Held 2nd. 6.6K estimated branded searches, 0% vs prior month. Share +0.8 points.
11.9%
Moved from 6th to 3rd. 3.6K estimated branded searches, +89.5% vs prior month. Share +5.8 points.
9.6%
Held 4th. 2.9K estimated branded searches, 0% vs prior month. Share +0.3 points.
9.6%
Moved from 3rd to 5th. 2.9K estimated branded searches, -19.4% vs prior month. Share -1.9 points.
6.3%
Moved from 5th to 6th. 1.9K estimated branded searches, 0% vs prior month. Share +0.2 points.
2.4%
Held 7th. 720 estimated branded searches, 0% vs prior month. Share +0.1 points.
8.
Vinebox2.4%
Moved from 9th to 8th. 720 estimated branded searches, +22% vs prior month. Share +0.5 points.
1.9%
Moved from 8th to 9th. 590 estimated branded searches, 0% vs prior month. Share +0.1 points.
1%
Held 10th. 310 estimated branded searches, -11.4% vs prior month. Share -0.1 points.
0.46%
Held 11th. 140 estimated branded searches, 0% vs prior month. Share 0 points.
Which brand is most popular in search among wine clubs in the United States?
11 brands
In September 2026, Naked Wines was the most searched among wine clubs in the United States, with an estimated 9.9K branded searches, 32.7% of all searches for the 11 we track. Splash Wines is in 2nd place, 10.9 percentage points behind at 21.8%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| Naked Wines | 43.3% → 32.7% | 46.3%Nov 2025 | 32.7%Sep 2026 | 1st |
| Splash Wines | 12.9% → 21.8% | 21.8%Sep 2026 | 12.6%Dec 2025 | 2nd |
| Laithwaites | 5.7% → 11.9% | 11.9%Sep 2026 | 5.1%Jan 2026 | 6th → 3rd |
| Wine Access | 8.6% → 9.6% | 12.1%May 2026 | 7.5%Nov 2025 | 4th |
| Wine Insiders | 10.5% → 9.6% | 18.1%May 2026 | 8.6%Mar 2026 | 3rd → 5th |
| Firstleaf | 6.9% → 6.3% | 9.6%Jan 2026 | 6.1%Aug 2026 | 5th → 6th |
| SommSelect | 2.1% → 2.4% | 2.8%Feb 2026 | 1.7%Nov 2025 | 8th → 7th |
| Vinebox | 5.7% → 2.4% | 6.8%Dec 2025 | 1.3%Jul 2026 | 7th → 8th |
| The California Wine Club | 2.1% → 1.9% | 3%Dec 2025 | 1.5%Nov 2025 | 9th |
| Plonk Wine Club | 1.1% → 1% | 1.1%Oct 2025 | 0.8%Nov 2025 | 10th |
| Gold Medal Wine Club | 0.93% → 0.46% | 0.93%Oct 2025 | 0.36%Jul 2026 | 11th |
Each finding as a sentence
- Across the 12 months ending September 2026, Naked Wines’ share of searches among wine clubs in the United States decreased from 43.3% to 32.7%.
- Across the 12 months ending September 2026, Splash Wines’ share of searches among wine clubs in the United States increased from 12.9% to 21.8%.
- Across the 12 months ending September 2026, Laithwaites’ share of searches among wine clubs in the United States increased from 5.7% to 11.9%.
- Across the 12 months ending September 2026, Wine Access’ share of searches among wine clubs in the United States increased from 8.6% to 9.6%.
- Across the 12 months ending September 2026, Wine Insiders’ share of searches among wine clubs in the United States decreased from 10.5% to 9.6%.
- Across the 12 months ending September 2026, Firstleaf’s share of searches among wine clubs in the United States decreased from 6.9% to 6.3%.
- Across the 12 months ending September 2026, Vinebox’s share of searches among wine clubs in the United States decreased from 5.7% to 2.4%.
- Across the 12 months ending September 2026, Naked Wines’ share of searches among wine clubs in the United States peaked at 46.3% in November 2025 and was lowest at 32.7% in September 2026.
- Across the 12 months ending September 2026, Splash Wines’ share of searches among wine clubs in the United States peaked at 21.8% in September 2026 and was lowest at 12.6% in December 2025.
- Across the 12 months ending September 2026, Laithwaites’ share of searches among wine clubs in the United States peaked at 11.9% in September 2026 and was lowest at 5.1% in January 2026.
- Across the 12 months ending September 2026, Wine Access’ share of searches among wine clubs in the United States peaked at 12.1% in May 2026 and was lowest at 7.5% in November 2025.
- Across the 12 months ending September 2026, Wine Insiders’ share of searches among wine clubs in the United States peaked at 18.1% in May 2026 and was lowest at 8.6% in March 2026.
- Across the 12 months ending September 2026, Firstleaf’s share of searches among wine clubs in the United States peaked at 9.6% in January 2026 and was lowest at 6.1% in August 2026.
- Across the 12 months ending September 2026, SommSelect’s share of searches among wine clubs in the United States peaked at 2.8% in February 2026 and was lowest at 1.7% in November 2025.
- Across the 12 months ending September 2026, Vinebox’s share of searches among wine clubs in the United States peaked at 6.8% in December 2025 and was lowest at 1.3% in July 2026.
- Across the 12 months ending September 2026, The California Wine Club’s share of searches among wine clubs in the United States peaked at 3% in December 2025 and was lowest at 1.5% in November 2025.
- Across the 12 months ending September 2026, Laithwaites rose from 6th to 3rd among wine clubs in the United States.
- Across the 12 months ending September 2026, Wine Insiders fell from 3rd to 5th among wine clubs in the United States.
- Across the 12 months ending September 2026, Firstleaf fell from 5th to 6th among wine clubs in the United States.
- Across the 12 months ending September 2026, SommSelect rose from 8th to 7th among wine clubs in the United States.
- Across the 12 months ending September 2026, Vinebox fell from 7th to 8th among wine clubs in the United States.
- Across the 12 months ending September 2026, The California Wine Club, Plonk Wine Club and Gold Medal Wine Club held steady: their share of searches among wine clubs in the United States each moved less than 0.5 percentage points.
How did search popularity change for United States wine clubs in September 2026?
8 changes
In September 2026, Laithwaites overtook Wine Insiders and 2 others to rank 3rd among wine clubs in the United States, with 11.9% of the searches.
In September 2026, Splash Wines gained share of searches among wine clubs in the United States, from 21% to 21.8%.
In September 2026, Naked Wines lost share of searches among wine clubs in the United States, from 38.5% to 32.7%.
In September 2026, Wine Insiders lost share of searches among wine clubs in the United States, from 11.5% to 9.6%.
In September 2026, Vinebox rose from 9th to 8th among wine clubs in the United States.
In September 2026, The California Wine Club fell from 8th to 9th among wine clubs in the United States.
Estimated monthly branded searches for Gold Medal Wine Club in the United States fell 64.1% over 12 measured months, from 390 to 140 in September 2026.
Estimated monthly branded searches for Firstleaf in the United States fell 34.5% over 12 measured months, from 2.9K to 1.9K in September 2026.
Compare popularity between leading brands
- Naked Wines vs Splash Wines: compare popularity
- Naked Wines vs Laithwaites: compare popularity
- Naked Wines vs Wine Access: compare popularity
- Naked Wines vs Wine Insiders: compare popularity
- Splash Wines vs Laithwaites: compare popularity
- Splash Wines vs Wine Access: compare popularity
- Splash Wines vs Wine Insiders: compare popularity
- Laithwaites vs Wine Access: compare popularity
- Laithwaites vs Wine Insiders: compare popularity
- Wine Access vs Wine Insiders: compare popularity
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