Brandwave

Baileys vs St-Germain:Which is more popular?

In September 2026, Baileys had more branded searches than St-Germain among liqueur brands in Australia. Baileys had about 27,100 branded searches, while St-Germain had 2,900. Baileys made up 21.3% of all liqueur brand searches we track, and St-Germain accounted for 2.3%. When we asked ChatGPT and Google AI Overviews about liqueur brands, Baileys and St-Germain each appeared in two of the four answers. Baileys was mentioned before St-Germain in two out of three answers.

Among liqueur brands in Australia in September 2026

Who do people search for more?

Baileys, about 9 searches for every 1 for St-Germain

Baileys 27.1K searchesSt-Germain 2.9K searches

Who does AI mention more?

Both were mentioned in 2 of 4 answers.

Baileys in 2 of 4St-Germain in 2 of 4

Who does AI recommend more?

Baileys, named ahead of St-Germain in 2 of 3 answers

Baileys first in 2St-Germain first in 1

Follow Baileys vs St-Germain and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top liqueur brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Baileys and St-Germain were each mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Baileys was listed before St-Germain in two out of three answers.

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.

Is Baileys or St-Germain more popular in search?

This chart shows how often people search Google for Baileys and St-Germain by name. Each line represents a brand's share of searches for all 14 liqueur brands we track, month by month, from searches in Australia.

Baileys and St-Germain among liqueur brands in Australia, by month

Share of searches by month for Baileys, 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%

How has the Baileys and St-Germain comparison changed over the last 12 months?

3 findings
  • Baileys was ahead of St-Germain in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Baileys’ share of searches among liqueur brands in Australia moved from 18.3% to 21.3%, and its estimated monthly branded searches moved from 22.2K to 27.1K.
  • Across the 12 months ending September 2026, St-Germain’s share of searches among liqueur brands in Australia moved from 2.4% to 2.3%, and its estimated monthly branded searches held steady at 2.9K.

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

1 change

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

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Baileys’ and St-Germain’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.

Baileys

1 branded search term

  • baileys

St-Germain

1 branded search term

  • st germain liqueur

How the Brand Demand Index is measured

Other head-to-heads among liqueur brands

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free