Absolut vs Smirnoff:Which is more popular?
In September 2026, Absolut had more branded searches than Smirnoff among vodka brands in Australia. Absolut had about 22,200 branded searches, while Smirnoff had 9,900. Absolut made up 37.2% of all vodka brand searches we track, and Smirnoff accounted for 16.6%. When we asked ChatGPT and Google AI Overviews about vodka brands, Absolut appeared in all four answers and Smirnoff in two. Absolut was mentioned before Smirnoff in every answer.
Who do people search for more?
Absolut, about 2 searches for every 1 for Smirnoff
Who does AI mention more?
Absolut, mentioned in every answer we collected
Who does AI recommend more?
Absolut, named ahead of Smirnoff in every answer
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Top vodka brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Absolut appeared in all four answers. Smirnoff was mentioned in two out of four: in one of the three ChatGPT answers and in the Google AI Overview. Absolut was listed before Smirnoff in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
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
See every answer about vodka brands
4 answers
Asked ChatGPT
“Which vodka should I buy in Australia?”
Asked ChatGPT
“What are the best vodka brands?”
Asked ChatGPT
“What's the best vodka for cocktails?”
Searched Google, AI Overview
“vodka”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“best vodka”
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.
Is Absolut or Smirnoff more popular in search?
This chart shows how often people search Google for Absolut and Smirnoff by name. Each line represents a brand's share of searches for all 11 vodka brands we track, month by month, from searches in Australia.
Share of searches by month for Absolut, Smirnoff. The figures are in the table below the chart.
View monthly share of searches table
| Month | Absolut | Grey Goose | Smirnoff | Belvedere | Haku | Skyy | Cîroc | Ketel One | Russian Standard | Stolichnaya | Finlandia |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 31.5% | 17.2% | 21.1% | 14% | 4% | 4% | 2.8% | 1.5% | 1.3% | 1.3% | 1.3% |
| Nov 2025 | 27.6% | 22.6% | 18.5% | 15.1% | 3.7% | 4.3% | 2.3% | 1.6% | 1.3% | 1.6% | 1.3% |
| Dec 2025 | 26.6% | 21.7% | 14.5% | 17.8% | 4.3% | 4.3% | 5.3% | 1.1% | 1.3% | 1.9% | 1.3% |
| Jan 2026 | 26.6% | 21.8% | 17.8% | 17.8% | 3.5% | 4.2% | 2.9% | 1.6% | 1.1% | 1.6% | 1.3% |
| Feb 2026 | 30.7% | 16.8% | 16.8% | 20.6% | 3.3% | 4.1% | 2.5% | 1.2% | 1.5% | 1.5% | 0.99% |
| Mar 2026 | 32.4% | 17.8% | 17.8% | 17.8% | 3.5% | 4.2% | 2.2% | 1.1% | 1.3% | 1.1% | 1.1% |
| Apr 2026 | 32% | 17.5% | 17.5% | 17.5% | 3.5% | 5.2% | 2.2% | 1.3% | 1% | 1% | 1.3% |
| May 2026 | 30.9% | 20.7% | 16.9% | 16.9% | 3.3% | 4% | 2.1% | 1.5% | 1.5% | 1.2% | 1% |
| Jun 2026 | 36.7% | 16.4% | 16.4% | 16.4% | 3.2% | 3.9% | 2% | 1.2% | 1.8% | 1.2% | 0.79% |
| Jul 2026 | 35.5% | 19.4% | 15.9% | 15.9% | 3.1% | 3.7% | 1.7% | 1.2% | 1.7% | 0.94% | 0.94% |
| Aug 2026 | 35.3% | 19.3% | 15.8% | 15.8% | 3.1% | 3.7% | 2% | 1.2% | 1.7% | 1.2% | 0.94% |
| Sep 2026 | 37.2% | 20.3% | 16.6% | 13.6% | 3.2% | 3.2% | 2.2% | 1.2% | 1.2% | 0.8% | 0.65% |
How has the Absolut and Smirnoff comparison changed over the last 12 months?
3 findings
- Absolut was ahead of Smirnoff in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Absolut’s share of searches among vodka brands in Australia moved from 31.5% to 37.2%, and its estimated monthly branded searches moved from 14.8K to 22.2K.
- Across the 12 months ending September 2026, Smirnoff’s share of searches among vodka brands in Australia moved from 21.1% to 16.6%, and its estimated monthly branded searches held steady at 9.9K.
How did search popularity change for Australia vodka brands in September 2026?
2 changes
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%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Absolut’s and Smirnoff’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Other head-to-heads among vodka brands
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