Brandwave

How popular isBaileys?

In September 2026, people searched for Baileys by name about 27,100 times in Australia, a 22.1% increase from the previous year. These searches made up 21.3% of all Australia liqueur brand searches, placing Baileys first out of 14 brands. When we asked both ChatGPT and Google AI Overviews about liqueur brands, Baileys appeared in two of the four answers and was the second most recommended of the 14.

Search and AI answers in September 2026

Baileys is the most searched of 14 competitors and the second most recommended in AI answers.

  1. BaileysShare of searches 21.3%Mentioned in 2 of 4 AI answersPlace in AI recommendations 2nd
  2. AperolShare of searches 14.2%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  3. JägermeisterShare of searches 14.2%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  4. CointreauShare of searches 11.6%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st
  5. KahlúaShare of searches 9.5%Mentioned in 2 of 4 AI answersPlace in AI recommendations 3rd

+9 more

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Top liqueur brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Baileys was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Baileys is the second most recommended of the 14.

Most recommended by AI

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

  1. Cointreau1st
  2. Baileys2nd
  3. Kahlúa3rd
  4. Disaronno4th
  5. Chambord5th
  6. Grand Marnier6th
  7. St-Germain7th
  8. Licor 438th
  9. Aperol–
  10. Jägermeister–
  11. +4 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Cointreau3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Baileys2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Kahlúa2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Disaronno2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • St-Germain2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Chambord2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Licor 431 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Grand Marnier1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Aperol0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Jägermeister0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

+4 more

See every answer about liqueur brands

4 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.

Which liqueur brands compete with Baileys?

Baileys against liqueur brands in Australia, by month

Share of searches by month for Baileys, Aperol, Jägermeister, Cointreau, Kahlúa, Disaronno, Frangelico, Licor 43, Tia Maria, Grand Marnier, St-Germain. The figures are in the table below the chart.

View monthly share of searches table
MonthBaileysAperolJägermeisterCointreauKahlúaDisaronnoFrangelicoLicor 43Tia MariaGrand MarnierSt-GermainChambordMidoriGalliano
Oct 202518.3%14.9%14.9%12.2%10%6.7%6.7%4.5%3.6%3.6%2.4%1.1%0.73%0.26%
Nov 202524.1%13.2%13.2%13.2%8.8%5.9%7.2%3.9%3.2%3.2%2.1%1.2%0.64%0.23%
Dec 202527.9%12.5%8.4%12.5%10.2%5.6%6.8%4.6%3.7%3.7%2.5%0.9%0.6%0.18%
Jan 202617.2%17.2%11.5%14%9.4%6.3%7.7%5.1%3.4%3.4%2.8%1%0.68%0.2%
Feb 202618.7%12.5%15.3%12.5%10.2%6.8%8.4%4.5%3.7%3%2.5%1%0.74%0.22%
Mar 202622.1%12.1%14.7%12.1%9.9%6.6%8.1%4.4%3.6%2.9%1.9%0.88%0.72%0.21%
Apr 202621.2%11.6%14.1%11.6%9.5%7.7%7.7%5.2%3.4%3.4%2.3%1.2%0.84%0.25%
May 202620.3%11%16.5%11%11%6%7.4%4.9%4%3.3%2.2%1.2%0.8%0.24%
Jun 202617.4%11.6%17.4%11.6%11.6%6.3%7.8%5.2%3.5%3.5%1.8%1.2%0.85%0.2%
Jul 202619.6%10.7%16%13.1%10.7%7.2%7.2%4.8%3.2%3.2%2.1%1.4%0.78%0.19%
Aug 202618.6%12.4%15.2%12.4%10.1%6.8%8.3%4.5%3.7%3%2.4%1.6%0.74%0.22%
Sep 202621.3%14.2%14.2%11.6%9.5%6.4%6.4%5.2%3.5%2.8%2.3%1.5%0.69%0.31%

  1. 1.Baileys

    21.3%

    Held 1st. 27.1K estimated branded searches, +22.1% vs prior month. Share +2.7 points.

  2. 2.Aperol

    14.2%

    Moved from 3rd to 2nd. 18.1K estimated branded searches, +22.3% vs prior month. Share +1.8 points.

  3. 3.Jägermeister

    14.2%

    Moved from 2nd to 3rd. 18.1K estimated branded searches, 0% vs prior month. Share -0.9 points.

  4. 4.Cointreau

    11.6%

    Held 4th. 14.8K estimated branded searches, 0% vs prior month. Share -0.8 points.

  5. 5.Kahlúa

    9.5%

    Held 5th. 12.1K estimated branded searches, 0% vs prior month. Share -0.6 points.

  6. 6.Disaronno

    6.4%

    Moved from 7th to 6th. 8.1K estimated branded searches, 0% vs prior month. Share -0.4 points.

  7. 7.Frangelico

    6.4%

    Moved from 6th to 7th. 8.1K estimated branded searches, -18.2% vs prior month. Share -1.9 points.

  8. 8.Licor 43

    5.2%

    Held 8th. 6.6K estimated branded searches, +22.2% vs prior month. Share +0.7 points.

  9. 9.Tia Maria

    3.5%

    Held 9th. 4.4K estimated branded searches, 0% vs prior month. Share -0.2 points.

  10. 10.Grand Marnier

    2.8%

    Held 10th. 3.6K estimated branded searches, 0% vs prior month. Share -0.2 points.

  11. 11.St-Germain

    2.3%

    Held 11th. 2.9K estimated branded searches, 0% vs prior month. Share -0.1 points.

  12. 12.Chambord

    1.5%

    Held 12th. 1.9K estimated branded searches, 0% vs prior month. Share -0.1 points.

  13. 13.Midori

    0.69%

    Held 13th. 880 estimated branded searches, 0% vs prior month. Share 0 points.

  14. 14.Galliano

    0.31%

    Held 14th. 390 estimated branded searches, +50% vs prior month. Share +0.1 points.

Compare popularity between Baileys and its closest rivals

Every comparison with Baileys

13 comparisons

How has branded search demand for Baileys changed in Australia over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Baileys in Australia rose from 22.2K to 27.1K.
  • Across the 12 months ending September 2026, Baileys’ share of searches among liqueur brands in Australia increased from 18.3% to 21.3%.
  • Across the 12 months ending September 2026, Baileys’ share of searches among liqueur brands in Australia peaked at 27.9% in December 2025 and was lowest at 17.2% in January 2026.

How did search popularity change for Australia liqueur brands in September 2026?

6 changes

  1. In September 2026, Aperol overtook Jägermeister to rank 2nd among liqueur brands in Australia, with 14.2% of the searches.

  2. In September 2026, Baileys gained share of searches among liqueur brands in Australia, from 18.6% to 21.3%.

  3. In September 2026, Licor 43 gained share of searches among liqueur brands in Australia, from 4.5% to 5.2%.

  4. In September 2026, Frangelico lost share of searches among liqueur brands in Australia, from 8.3% to 6.4%.

  5. In September 2026, Jägermeister lost share of searches among liqueur brands in Australia, from 15.2% to 14.2%.

  6. In September 2026, Cointreau lost share of searches among liqueur brands in Australia, from 12.4% to 11.6%.

How are Baileys’ branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Baileys’ name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • baileys

How the Brand Demand Index is measured

Who owns Baileys?

Baileys is owned by Diageo. Brandwave also tracks Bundaberg Rum, Captain Morgan, Cîroc and Smirnoff, owned by the same company, in Australia.

Do you work for Baileys? To request corrections or removal please contact us via our support page and we will be happy to assist.

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