Brandwave

Bulmers vs Willie Smith's:Which is more popular?

In September 2026, Bulmers had more branded searches than Willie Smith's among cider brands in Australia. Bulmers had about 720 branded searches, while Willie Smith's had 480. Bulmers made up 3.4% of all cider brand searches we track, and Willie Smith's accounted for 2.3%. When we asked ChatGPT and Google AI Overviews about cider brands, Willie Smith's appeared in three of the four answers and Bulmers in one. Willie Smith's was mentioned before Bulmers in two out of three answers.

Among cider brands in Australia in September 2026

Who do people search for more?

Bulmers, about 50% more searches than Willie Smith's

Bulmers 720 searchesWillie Smith's 480 searches

Who does AI mention more?

Willie Smith's, mentioned in 3 of 4 answers, Bulmers in 1

Willie Smith's in 3 of 4Bulmers in 1 of 4

Who does AI recommend more?

Willie Smith's, named ahead of Bulmers in 2 of 3 answers

Willie Smith's first in 2Bulmers first in 1

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Top cider brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Willie Smith's was mentioned in three out of four: in two of the three ChatGPT answers and in the 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. Willie Smith's was listed before Bulmers in two out of three answers.

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.

Is Bulmers or Willie Smith's more popular in search?

This chart shows how often people search Google for Bulmers and Willie Smith's by name. Each line represents a brand's share of searches for all seven cider brands we track, month by month, from searches in Australia.

Bulmers and Willie Smith's among cider brands in Australia, by month

Share of searches by month for 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%

How has the Bulmers and Willie Smith's comparison changed over the last 12 months?

3 findings
  • Bulmers was ahead of Willie Smith's in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Bulmers’ share of searches among cider brands in Australia moved from 3.8% to 3.4%, and its estimated monthly branded searches moved from 880 to 720.
  • Across the 12 months ending September 2026, Willie Smith's’ share of searches among cider brands in Australia moved from 3.1% to 2.3%, and its estimated monthly branded searches moved from 720 to 480.

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

2 changes

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

  2. Estimated monthly branded searches for Bulmers in Australia fell 18.2% over 12 measured months, from 880 to 720 in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Bulmers’ and Willie Smith'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.

Bulmers

1 branded search term

  • bulmers

Willie Smith's

1 branded search term

  • willie smiths cider

How the Brand Demand Index is measured

Other head-to-heads among cider brands

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