Who gets found first in alcohol.

One measure of how Australians find alcohol, across Google, AI answers, social platforms and brand demand. 349 brands discovered and 100 recorded, ranked on a single presence score. September 2026 edition.

Find your brand on this board

Leading this boardSeptember 2026

#1Dan Murphy's54.4

#2BWS37.4

#3Liquorland23.9

See all 100 recorded →

Measured across

Google AI Overviews ChatGPT Gemini Claude Perplexity Copilot TikTok Instagram YouTube Reddit

The board in brief

The lead 54.4 Dan Murphy's

17.0 points clear of BWS, who sits at 37.4.

The chase 37.4–19.2 3 brands chasing

BWS 37.4
Liquorland 23.9
Wine Companion 19.2

The deciding channel 45% Search discoverability

Dan Murphy's 59.7
BWS 40.2

At 45% of the score, the lead over the next brand here moves the ranking further than any other channel's does.

Who owns each channel

Search 45% of the score Dan Murphy's 59.7

AI 30% of the score Dan Murphy's 59.3

Social 15% of the score Dan Murphy's 43.0

Demand 10% of the score Penfolds 43.4 · #23 overall

The board · September 2026

1 Move — Dan Murphy's danmurphys.com.au Search 59.7 AI 59.3 Social 43.0 Demand 33.2 54.4

2 Move — BWS bws.com.au Search 40.2 AI 41.6 Social 20.6 Demand 37.5 37.4

3 Move — Liquorland liquorland.com.au Search 16.8 AI 36.0 Social 20.3 Demand 24.9 23.9

4 Move — Wine Companion winecompanion.com.au Search 6.4 AI 46.6 Social 15.5 Demand 0.0 19.2

5 Move — CHOICE choice.com.au Search 0.0 AI 36.8 Social 29.3 Demand 24.7 17.9

6 Move — Just Wines justwines.com.au Search 16.9 AI 31.5 Social 0.0 Demand 0.0 17.1

7 Move — Vinomofo vinomofo.com Search 7.0 AI 31.2 Social 2.4 Demand 13.6 14.2

8 Move — Nicks Wine Merchants nicks.com.au Search 3.2 AI 40.6 Social 2.4 Demand 0.0 14.0

9 Move — Good Pair Days goodpairdays.com Search 9.0 AI 32.1 Social 0.0 Demand 0.0 13.7

10 Move — Travelling Corkscrew travellingcorkscrew.com.au Search 5.0 AI 33.7 Social 0.0 Demand 0.0 12.4

11 Move — Canstar Blue canstarblue.com.au Search 0.0 AI 39.8 Social 0.0 Demand 0.0 11.9

12 Move — Wine Direct winedirect.com.au Search 3.3 AI 33.4 Social 0.0 Demand 0.0 11.5

13 Move — The Wine Collective thewinecollective.com.au Search 6.6 AI 27.8 Social 0.0 Demand 0.0 11.3

14 Move — Laithwaites laithwaites.com.au Search 6.5 AI 17.9 Social 0.0 Demand 29.2 11.2

15 Move — Beer Cartel beercartel.com.au Search 11.6 AI 19.5 Social 0.0 Demand 0.0 11.1

16 Move — James Suckling jamessuckling.com Search 0.0 AI 36.8 Social 0.0 Demand 0.0 11.0

17 Move — The Oak Barrel oakbarrel.com.au Search 3.3 AI 25.8 Social 5.2 Demand 8.3 10.8

18 Move — Qantas Wine wine.qantas.com Search 3.2 AI 30.4 Social 0.0 Demand 0.0 10.6

19 Move — Wine Selectors wineselectors.com.au Search 3.3 AI 29.4 Social 0.0 Demand 0.0 10.3

20 Move — Young Gun of Wine younggunofwine.com Search 0.0 AI 33.9 Social 0.0 Demand 0.0 10.2

Head to head

Compare two brands.

Your brandTheir brand

Dan Murphy'sRank #154.4

SearchAISocial

BWSRank #237.4

Demand

Search discoverability59.740.2AI visibility59.341.6Social discoverability43.020.6Brand demand33.237.5

A channel showing n/m could not be measured for that brand this edition, so neither side wins it. It is not a zero.

Method

Four channels, one number.

Each channel is scored out of 100 against the set below, on its own terms, then combined on fixed weights. Nothing in this edition passes 76 and nothing realistically will: a brand would have to lead every channel at once.

45% 30% 15% 10%

45% Organic search

Google AI Overviews

20 category keywords per board, position weighted

30% AI answers

ChatGPT Gemini Claude Perplexity Copilot AI Mode

25 questions put to 7 engines, scored on who gets named

15% Social search

TikTok Instagram YouTube Reddit

Searches run inside each platform, not on the open web

10% Brand demand

Monthly Australian search volume for the brand name and its close variants

Worked example Dan Murphy's, ranked first on alcohol

54.4 of 100

Dan Murphy's scores 54.4

Four channels, each scored out of 100 on its own terms, then weighted and added. The dotted arc is the headroom nobody in the index has taken.

Search discoverability +26.8 59.7 scored × 45% AI visibility +17.8 59.3 scored × 30% Social discoverability +6.5 43.0 scored × 15% Brand demand +3.3 33.2 scored × 10%

Add the four contributions together and you have the presence score. A brand strong on one channel only cannot climb far, which is the point. Where a channel could not be measured its weight is shared across the rest rather than counted as zero, so the percentages here always total 100. Contributions are rounded to one decimal place.

Read the full method

Not where you expected

Not on this board, or lower than you expected?

Every brand in alcohol is scored on the same four channels, whether it engages with us or not. If you are not here, or not where you thought, a strategist can tell you which channel is costing you the most and whether it is worth closing.

Talk to a strategist

A read of your four channels and what is actually movable. Scores are never influenced by working with us: the method is fixed and public.

Board alerts

A note when the numbers change.

Every edition of the alcohol board, in your inbox when it publishes.

alcohol board

What lands in the email

Who leads the board, and what changed at the top
Who climbed and who fell
Any brand entering the top 20
What shifted across the four channels