Brandwave

How popular isSmirnoff?

In September 2026, people searched for Smirnoff by name about 9,900 times in Australia, about the same as the previous year. These searches made up 16.6% of all Australia vodka brand searches, placing Smirnoff third out of 11 brands. When we asked both ChatGPT and Google AI Overviews about vodka brands, Smirnoff appeared in two of the four answers and was the seventh most recommended of the 11.

Search and AI answers in September 2026

Smirnoff is the third most searched of 11 competitors and the seventh most recommended in AI answers.

  1. AbsolutShare of searches 37.2%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  2. Grey GooseShare of searches 20.3%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
  3. SmirnoffShare of searches 16.6%Mentioned in 2 of 4 AI answersPlace in AI recommendations 7th
  4. BelvedereShare of searches 13.6%Mentioned in 2 of 4 AI answersPlace in AI recommendations 3rd
  5. HakuShare of searches 3.2%Mentioned in 2 of 4 AI answersPlace in AI recommendations 5th

+6 more

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Top vodka brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Smirnoff was mentioned in two out of four: in one of the three ChatGPT answers and in the Google AI Overview. Smirnoff is the seventh most recommended of the 11.

Most recommended by AI

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

  1. Absolut1st
  2. Grey Goose2nd
  3. Belvedere3rd
  4. Ketel One4th
  5. Haku5th
  6. Finlandia6th
  7. Smirnoff7th
  8. Russian Standard8th
  9. Skyy–
  10. Cîroc–
  11. +1 more

Mentioned by AI

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

  • Absolut4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Grey Goose4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Ketel One3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Smirnoff2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Belvedere2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Haku2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Finlandia2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Russian Standard1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Skyy0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Cîroc0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

+1 more

See every answer about vodka 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 vodka brands compete with Smirnoff?

Smirnoff against vodka brands in Australia, by month

Share of searches by month for Absolut, Grey Goose, Smirnoff, Belvedere, Haku, Skyy, Cîroc. The figures are in the table below the chart.

View monthly share of searches table
MonthAbsolutGrey GooseSmirnoffBelvedereHakuSkyyCîrocKetel OneRussian StandardStolichnayaFinlandia
Oct 202531.5%17.2%21.1%14%4%4%2.8%1.5%1.3%1.3%1.3%
Nov 202527.6%22.6%18.5%15.1%3.7%4.3%2.3%1.6%1.3%1.6%1.3%
Dec 202526.6%21.7%14.5%17.8%4.3%4.3%5.3%1.1%1.3%1.9%1.3%
Jan 202626.6%21.8%17.8%17.8%3.5%4.2%2.9%1.6%1.1%1.6%1.3%
Feb 202630.7%16.8%16.8%20.6%3.3%4.1%2.5%1.2%1.5%1.5%0.99%
Mar 202632.4%17.8%17.8%17.8%3.5%4.2%2.2%1.1%1.3%1.1%1.1%
Apr 202632%17.5%17.5%17.5%3.5%5.2%2.2%1.3%1%1%1.3%
May 202630.9%20.7%16.9%16.9%3.3%4%2.1%1.5%1.5%1.2%1%
Jun 202636.7%16.4%16.4%16.4%3.2%3.9%2%1.2%1.8%1.2%0.79%
Jul 202635.5%19.4%15.9%15.9%3.1%3.7%1.7%1.2%1.7%0.94%0.94%
Aug 202635.3%19.3%15.8%15.8%3.1%3.7%2%1.2%1.7%1.2%0.94%
Sep 202637.2%20.3%16.6%13.6%3.2%3.2%2.2%1.2%1.2%0.8%0.65%

  1. 1.Absolut

    37.2%

    Held 1st. 22.2K estimated branded searches, +22.7% vs prior month. Share +1.9 points.

  2. 2.Grey Goose

    20.3%

    Held 2nd. 12.1K estimated branded searches, +22.2% vs prior month. Share +0.9 points.

  3. 3.Smirnoff

    16.6%

    Moved from 4th to 3rd. 9.9K estimated branded searches, +22.2% vs prior month. Share +0.8 points.

  4. 4.Belvedere

    13.6%

    Moved from 3rd to 4th. 8.1K estimated branded searches, 0% vs prior month. Share -2.2 points.

  5. 5.Haku

    3.2%

    Moved from 6th to 5th. 1.9K estimated branded searches, +18.8% vs prior month. Share +0.1 points.

  6. 6.Skyy

    3.2%

    Moved from 5th to 6th. 1.9K estimated branded searches, 0% vs prior month. Share -0.5 points.

  7. 7.Cîroc

    2.2%

    Held 7th. 1.3K estimated branded searches, +30% vs prior month. Share +0.2 points.

  8. 8.Ketel One

    1.2%

    Moved from 9th to 8th. 720 estimated branded searches, +22% vs prior month. Share +0.1 points.

  9. 9.Russian Standard

    1.2%

    Moved from 8th to 9th. 720 estimated branded searches, -18.2% vs prior month. Share -0.5 points.

  10. 10.Stolichnaya

    0.8%

    Held 10th. 480 estimated branded searches, -18.6% vs prior month. Share -0.3 points.

  11. 11.Finlandia

    0.65%

    Held 11th. 390 estimated branded searches, -18.8% vs prior month. Share -0.3 points.

Compare popularity between Smirnoff and its closest rivals

Every comparison with Smirnoff

10 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Smirnoff in Australia held steady at 9.9K.
  • Across the 12 months ending September 2026, Smirnoff’s share of searches among vodka brands in Australia decreased from 21.1% to 16.6%.
  • Across the 12 months ending September 2026, Smirnoff’s share of searches among vodka brands in Australia peaked at 21.1% in October 2025 and was lowest at 14.5% in December 2025.
  • Across the 12 months ending September 2026, Smirnoff fell from 2nd to 3rd among vodka brands in Australia.

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

6 changes

  1. In September 2026, Smirnoff overtook Belvedere to rank 3rd among vodka brands in Australia, with 16.6% of the searches.

  2. In September 2026, Absolut gained share of searches among vodka brands in Australia, from 35.3% to 37.2%.

  3. In September 2026, Grey Goose gained share of searches among vodka brands in Australia, from 19.3% to 20.3%.

  4. In September 2026, Belvedere lost share of searches among vodka brands in Australia, from 15.8% to 13.6%.

  5. In September 2026, Skyy lost share of searches among vodka brands in Australia, from 3.7% to 3.2%.

  6. In September 2026, Russian Standard lost share of searches among vodka brands in Australia, from 1.7% to 1.2%.

How are Smirnoff’s branded searches counted?

1 search term

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

  • smirnoff

How the Brand Demand Index is measured

Who owns Smirnoff?

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

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

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