Brandwave

How popular isBulmers?

In September 2026, people searched for Bulmers by name about 720 times in Australia, an 18.2% decrease from the previous year. These searches made up 3.4% of all Australia cider brand searches, placing Bulmers sixth out of seven brands. When we asked both ChatGPT and Google AI Overviews about cider brands, Bulmers appeared in one of the four answers and was the sixth most recommended of the seven.

Search and AI answers in September 2026

Bulmers is the sixth most searched of 7 competitors and the sixth most recommended in AI answers.

  1. SomersbyShare of searches 57.6%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st
  2. RekorderligShare of searches 13.8%Mentioned in 2 of 4 AI answersPlace in AI recommendations 5th
  3. Mercury CiderShare of searches 9%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th
  4. KopparbergShare of searches 7.6%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  5. BulmersShare of searches 3.4%Mentioned in 1 of 4 AI answersPlace in AI recommendations 6th

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Top cider brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Bulmers was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Bulmers is the sixth most recommended of the seven.

Most recommended by AI

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

  1. Somersby1st
  2. Strongbow2nd
  3. Willie Smith's3rd
  4. Mercury Cider4th
  5. Rekorderlig5th
  6. Bulmers6th
  7. Kopparberg–

Mentioned by AI

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

  • Somersby3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Strongbow3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Willie Smith's3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Rekorderlig2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Mercury Cider2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Bulmers1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Kopparberg0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about cider 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 23, 2026.

Which cider brands compete with Bulmers?

Bulmers against cider brands in Australia, by month

Share of searches by month for Somersby, Rekorderlig, Mercury Cider, Kopparberg, Strongbow, Bulmers, Willie Smith's. The figures are in the table below the chart.

View monthly share of searches table
MonthSomersbyRekorderligMercury CiderKopparbergStrongbowBulmersWillie Smith's
Oct 202564.1%8.2%8.2%6.9%5.6%3.8%3.1%
Nov 202560.9%9.6%8.1%8.1%6.5%4.4%2.4%
Dec 202550.2%14.9%10%10%6.6%5.4%3%
Jan 202655.8%10.7%10.7%9%5.6%4.1%4.1%
Feb 202659.4%9.6%9.6%9.6%6%3.5%2.3%
Mar 202658.6%9.5%9.5%9.5%5.9%4.3%2.8%
Apr 202657.6%9.3%11%9.3%5.8%4.2%2.8%
May 202659.6%9.6%9.6%7.8%6%4.3%2.9%
Jun 202660.9%11.7%9.8%6.2%5.4%3.6%2.4%
Jul 202659.4%11.4%9.6%7.8%6%3.5%2.3%
Aug 202654.8%13.3%10.5%8.8%7.2%3.3%2.2%
Sep 202657.6%13.8%9%7.6%6.2%3.4%2.3%

  1. 1.Somersby

    57.6%

    Held 1st. 12.1K estimated branded searches, +22.2% vs prior month. Share +2.9 points.

  2. 2.Rekorderlig

    13.8%

    Held 2nd. 2.9K estimated branded searches, +20.8% vs prior month. Share +0.5 points.

  3. 3.Mercury Cider

    9%

    Held 3rd. 1.9K estimated branded searches, 0% vs prior month. Share -1.5 points.

  4. 4.Kopparberg

    7.6%

    Held 4th. 1.6K estimated branded searches, 0% vs prior month. Share -1.2 points.

  5. 5.Strongbow

    6.2%

    Held 5th. 1.3K estimated branded searches, 0% vs prior month. Share -1 points.

  6. 6.Bulmers

    3.4%

    Held 6th. 720 estimated branded searches, +22% vs prior month. Share +0.2 points.

  7. 7.Willie Smith's

    2.3%

    Held 7th. 480 estimated branded searches, +23.1% vs prior month. Share +0.1 points.

Compare popularity between Bulmers and its closest rivals

Every comparison with Bulmers

6 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Bulmers in Australia fell from 880 to 720.
  • Across the 12 months ending September 2026, Bulmers’ share of searches among cider brands in Australia peaked at 5.4% in December 2025 and was lowest at 3.3% in August 2026.

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

6 changes

  1. In September 2026, Somersby gained share of searches among cider brands in Australia, from 54.8% to 57.6%.

  2. In September 2026, Rekorderlig gained share of searches among cider brands in Australia, from 13.3% to 13.8%.

  3. In September 2026, Mercury Cider lost share of searches among cider brands in Australia, from 10.5% to 9%.

  4. In September 2026, Kopparberg lost share of searches among cider brands in Australia, from 8.8% to 7.6%.

  5. In September 2026, Strongbow lost share of searches among cider brands in Australia, from 7.2% to 6.2%.

  6. Estimated monthly branded searches for Willie Smith's in Australia fell 33.3% over 12 measured months, from 720 to 480 in September 2026.

How are Bulmers’ branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Bulmers’ 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.

  • bulmers

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How the Brand Demand Index is measured

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