--- title: "Haku: search popularity in Australia" description: "Haku is a Japanese vodka made by Suntory. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/au/brands/haku-vodka" publisher: "Brandwave" --- # Haku: search popularity in Australia Haku is a Japanese vodka made by Suntory. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: Haku - **Market**: Australia - **Measured month**: Sep 2026 - **Share of Search among vodka brands**: 3.2% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Vodka brands | 5 | 3.2% | 1.9K | - [Vodka brands](/demand/au/categories/au-vodka-brands) ## Top vodka brands in ChatGPT and Google AI Overviews In three ChatGPT questions and one Google AI Overview, Haku was mentioned in two out of four: in one of the three ChatGPT answers and in the Google AI Overview. Haku is the fifth most recommended of the 11. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Absolut | 1st | 3 of 3 | 1 of 1 | 4 of 4 | | Grey Goose | 2nd | 3 of 3 | 1 of 1 | 4 of 4 | | Belvedere | 3rd | 1 of 3 | 1 of 1 | 2 of 4 | | Ketel One | 4th | 2 of 3 | 1 of 1 | 3 of 4 | | Haku | 5th | 1 of 3 | 1 of 1 | 2 of 4 | | Finlandia | 6th | 2 of 3 | 0 of 1 | 2 of 4 | | Smirnoff | 7th | 1 of 3 | 1 of 1 | 2 of 4 | | Russian Standard | 8th | 1 of 3 | 0 of 1 | 1 of 4 | | Skyy | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Cîroc | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Stolichnaya | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | ## Every AI answer about vodka brands - Asked ChatGPT "Which vodka should I buy in Australia?": 1. Absolut, 2. Haku, 3. Grey Goose - Asked ChatGPT "What are the best vodka brands?": 1. Belvedere, 2. Grey Goose, 3. Ketel One, 4. Absolut, 5. Finlandia, 6. Russian Standard - Asked ChatGPT "What's the best vodka for cocktails?": 1. Absolut, 2. Ketel One, 3. Finlandia, 4. Grey Goose, 5. Smirnoff - Searched Google, AI Overview "best vodka": 1. Belvedere, 2. Grey Goose, 3. Haku, 4. Ketel One, 5. Absolut, 6. Smirnoff Not named in any answer: Skyy, Cîroc and Stolichnaya. Brands are listed in the order each answer named them. The answers were collected in Australia on October 26, 2026. ## How has branded search demand for Haku changed in Australia over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Haku in Australia held steady at 1.9K. - Across the 12 months ending September 2026, Haku’s share of searches among vodka brands in Australia decreased from 4% to 3.2%. - Across the 12 months ending September 2026, Haku’s share of searches among vodka brands in Australia peaked at 4.3% in December 2025 and was lowest at 3.1% in August 2026. ## How did search popularity change for Australia vodka brands in September 2026? - In September 2026, Smirnoff overtook Belvedere to rank 3rd among vodka brands in Australia, with 16.6% of the searches. - In September 2026, Absolut gained share of searches among vodka brands in Australia, from 35.3% to 37.2%. - In September 2026, Grey Goose gained share of searches among vodka brands in Australia, from 19.3% to 20.3%. - In September 2026, Belvedere lost share of searches among vodka brands in Australia, from 15.8% to 13.6%. - In September 2026, Skyy lost share of searches among vodka brands in Australia, from 3.7% to 3.2%. - In September 2026, Russian Standard lost share of searches among vodka brands in Australia, from 1.7% to 1.2%. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Vodka brands | 1.9K | 4% | 5 | | Nov 2025 | Vodka brands | 1.6K | 3.7% | 6 | | Dec 2025 | Vodka brands | 2.9K | 4.3% | 6 | | Jan 2026 | Vodka brands | 1.6K | 3.5% | 6 | | Feb 2026 | Vodka brands | 1.3K | 3.3% | 6 | | Mar 2026 | Vodka brands | 1.6K | 3.5% | 6 | | Apr 2026 | Vodka brands | 1.6K | 3.5% | 6 | | May 2026 | Vodka brands | 1.6K | 3.3% | 6 | | Jun 2026 | Vodka brands | 1.6K | 3.2% | 6 | | Jul 2026 | Vodka brands | 1.6K | 3.1% | 6 | | Aug 2026 | Vodka brands | 1.6K | 3.1% | 6 | | Sep 2026 | Vodka brands | 1.9K | 3.2% | 5 | ## How are Haku’s branded searches counted? Brandwave collects information about searches that people make online using Haku’s 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. - “haku vodka” ## Which vodka brands compete with Haku? - [Absolut](/demand/au/brands/absolut) - [Grey Goose](/demand/au/brands/grey-goose): Head-to-head: /demand/au/compare/grey-goose-vs-haku-vodka - [Smirnoff](/demand/au/brands/smirnoff): Head-to-head: /demand/au/compare/haku-vodka-vs-smirnoff - [Belvedere](/demand/au/brands/belvedere): Head-to-head: /demand/au/compare/belvedere-vs-haku-vodka - [Skyy](/demand/au/brands/skyy-vodka): Head-to-head: /demand/au/compare/haku-vodka-vs-skyy-vodka - [Cîroc](/demand/au/brands/ciroc): Head-to-head: /demand/au/compare/ciroc-vs-haku-vodka - [Ketel One](/demand/au/brands/ketel-one) - [Russian Standard](/demand/au/brands/russian-standard) - [Stolichnaya](/demand/au/brands/stolichnaya) - [Finlandia](/demand/au/brands/finlandia-vodka) ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "Haku: search popularity in Australia". https://gobrandwave.com/demand/au/brands/haku-vodka This page is also available as HTML at https://gobrandwave.com/demand/au/brands/haku-vodka. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.