With 15 million social media followers, Johnnie Walker dominates online brand awareness
14/01/2025: Johnnie Walker is the most prominent brand within the online UK alcohol sector, according to a new report.
Salience Search Marketing’s annual online UK alcohol sector report uncovers the industry’s leaders based on their online prominence and visibility.
The report analysed 11 crucial performance indicators, including year-on-year visibility, search volume trends, and brand awareness, for UK alcohol brands to reveal the industry’s most successful names. The full report is available to view here.
Most Prominent Alcohol brands
The report identifies market leaders in the UK alcohol industry based on consumer familiarity with the brand through online searches or social media interactions. By merging branded search metrics with social media performance, the report determines which brands stand out across various channels, offering insights into their overall prominence in the market.
| Rank | Online UK Alcohol Brand | Monthly Brand Searches | Owned Social Score |
| 1 | Johnnie Walker | 33,100 | 28,579 |
| 2 | Fortnum and Mason | 246,000 | 1,318 |
| 3 | Brew Dog | 135,000 | 2,052 |
| 4 | AU Vodka | 135,000 | 808 |
| 5 | Naked Wines | 110,000 | 665 |
| 6 | Master of Malt | 74,000 | 712 |
| 7 | Waitrose Cellar | 22,200 | 2,180 |
| 8 | Beerwulf | 60,500 | 347 |
| 9 | Bargain Booze | 49,500 | 355 |
| 10 | The Wine Society | 74,000 | 237 |
With over 33,000 monthly brand searches and an owned social score of 28,579, Johnnie Walker secures a position as the most prominent brand within the online alcohol market. This position solidifies the brand, known for its iconic Scotch whisky, as a go-to for consumers.
Fortnum & Mason also boasts a monthly brand search volume of 246,000, with an owned social score of 1,318. This indicates a high demand for its premium selection of fine wines and spirits, often sourced from exclusive and artisanal producers.
Brew Dog and AU Vodka have 135,000 monthly brand searches and an owned social score of 2,052 and 808, respectively. This demonstrates a high demand for the brand’s alcoholic products and services.
Naked Wines, known for connecting customers with independent winemakers, and providing access to unique, high-quality wines while supporting small producers, sees 110,000 monthly brand searches and an owned social score of 665, securing the brand a spot among the five most prominent alcohol brands.
Master of Malt, known for its extensive selection of whiskies, spirits, and craft drinks, including rare and collectable bottles, sees 74,000 monthly brand searches and an owned social score of 712.
Waitrose Cellar has over 22,000 monthly brand searches and an owned social score of 2,180, solidifying the brand as a go-to for high-quality wines, champagnes, and spirits.
Known for delivering a curated range of craft beers and beer kegs, featuring options from renowned breweries worldwide, perfect for beer enthusiasts, Beerwulf is among the most prominent brands, with 60,500 monthly brand searches and an owned social score of 347.
Bargain Booze, a UK-based chain known for providing a wide variety of wines, beers, and spirits at affordable prices, sees 49,500 monthly brand searches and an owned social score of 355, providing it a favourable brand within the alcohol industry.
The Wine Society secures a spot in the 10 most prominent brands within the industry. With 74,000 monthly brand searches and an owned social score of 237, the alcohol brand’s exceptional collection of carefully selected wines from around the world is favoured among customers.
Brett Janes, managing director at Salience Search Marketing, said: “Our findings uncover the brands dominating the alcohol industry. Johnnie Walker leads the way with online brand awareness; however, the impressive monthly brand searches from competitors could hinder its winning position.
“In a highly competitive industry, it’s essential for brands to tailor their products and services to consumer needs and enhance their overall shopping experience.”
The full UK Alcohol Report 2025 is available to read and download here.
