Brandwave

Firstleaf vs Naked Wines:Which is more popular?

In September 2026, Naked Wines had more branded searches than Firstleaf among wine clubs in the United States. Naked Wines had about 9,900 branded searches, while Firstleaf had 1,900. Naked Wines made up 32.7% of all wine club searches we track, and Firstleaf accounted for 6.3%. When we asked ChatGPT and Google AI Overviews about wine clubs, Firstleaf appeared in all five answers and Naked Wines in three. Firstleaf was mentioned before Naked Wines in every answer.

Among wine clubs in the United States in September 2026

Who do people search for more?

Naked Wines, about 5 searches for every 1 for Firstleaf

Naked Wines 9.9K searchesFirstleaf 1.9K searches

Who does AI mention more?

Firstleaf, mentioned in every answer we collected

Firstleaf in 5 of 5Naked Wines in 3 of 5

Who does AI recommend more?

Firstleaf, named ahead of Naked Wines in every answer

Firstleaf first in 5Naked Wines never first

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Top wine clubs in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Firstleaf appeared in all five answers. Naked Wines was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Firstleaf was listed before Naked Wines in every answer.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Firstleaf1st
  2. SommSelect2nd
  3. Wine Access3rd
  4. Naked Wines4th
  5. Plonk Wine Club5th
  6. The California Wine Club6th
  7. Wine Insiders7th
  8. Splash Wines8th
  9. Vinebox8th
  10. Laithwaites–
  11. +1 more

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

+1 more

See every answer about wine clubs

5 answers

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.

Is Firstleaf or Naked Wines more popular in search?

This chart shows how often people search Google for Firstleaf and Naked Wines 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.

Firstleaf and Naked Wines among wine clubs in the United States, by month

Share of searches by month for Naked Wines, Firstleaf. The figures are in the table below the chart.

View monthly share of searches table
MonthNaked WinesSplash WinesLaithwaitesWine AccessWine InsidersFirstleafSommSelectVineboxThe California Wine ClubPlonk Wine ClubGold Medal Wine Club
Oct 202543.3%12.9%5.7%8.6%10.5%6.9%2.1%5.7%2.1%1.1%0.93%
Nov 202546.3%13.9%6.2%7.5%9.2%6.2%1.7%6.2%1.5%0.8%0.55%
Dec 202542.2%12.6%5.6%8.4%10.3%6.8%2.5%6.8%3%0.9%0.92%
Jan 202639.3%14.4%5.1%11.7%11.7%9.6%2.3%2.3%1.9%1%0.69%
Feb 202639.1%17.4%6.1%11.6%9.4%7.7%2.8%1.9%2.3%0.9%0.68%
Mar 202643.9%16%5.6%10.7%8.6%7.1%2.6%1.7%2.1%1%0.62%
Apr 202638.4%17.1%6%9.2%14%7.6%2.3%1.9%1.9%1.1%0.44%
May 202633.2%18.1%5.2%12.1%18.1%6.6%2%2%1.6%0.88%0.38%
Jun 202639.1%21.3%5.2%9.4%11.6%6.1%2.3%1.6%1.9%1%0.45%
Jul 202639.3%21.4%5.2%9.4%11.7%6.2%2.3%1.3%1.9%0.91%0.36%
Aug 202638.5%21%6.1%9.2%11.5%6.1%2.3%1.9%1.9%1.1%0.45%
Sep 202632.7%21.8%11.9%9.6%9.6%6.3%2.4%2.4%1.9%1%0.46%

How has the Firstleaf and Naked Wines comparison changed over the last 12 months?

3 findings
  • Naked Wines was ahead of Firstleaf in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Firstleaf’s share of searches among wine clubs in the United States moved from 6.9% to 6.3%, and its estimated monthly branded searches moved from 2.9K to 1.9K.
  • Across the 12 months ending September 2026, Naked Wines’ share of searches among wine clubs in the United States moved from 43.3% to 32.7%, and its estimated monthly branded searches moved from 18.1K to 9.9K.

How did search popularity change for United States wine clubs in September 2026?

3 changes

  1. 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.

  2. In September 2026, Naked Wines lost share of searches among wine clubs in the United States, from 38.5% to 32.7%.

  3. 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.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Firstleaf’s and Naked Wines’ names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Firstleaf

1 branded search term

  • firstleaf

Naked Wines

1 branded search term

  • naked wines

How the Brand Demand Index is measured

Other head-to-heads among wine clubs

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