Haku vs Ketel One:Which is more popular?
In September 2026, Haku had more branded searches than Ketel One among vodka brands in Australia. Haku had about 1,900 branded searches, while Ketel One had 720. Haku made up 3.2% of all vodka brand searches we track, and Ketel One accounted for 1.2%. When we asked ChatGPT and Google AI Overviews about vodka brands, Ketel One appeared in three of the four answers and Haku in two. Haku and Ketel One were each mentioned first in two of the four answers.
Who do people search for more?
Haku, about 3 searches for every 1 for Ketel One
Who does AI mention more?
Ketel One, mentioned in 3 of 4 answers, Haku in 2
Who does AI recommend more?
Each is named first in 2 of 4 answers.
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Top vodka brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Ketel One was mentioned in three out of four: in two of the three ChatGPT answers and in the 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 and Ketel One were each listed first in two of the four answers.
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 Haku or Ketel One more popular in search?
This chart shows how often people search Google for Haku and Ketel One 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 Haku, Ketel One. 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 Haku and Ketel One comparison changed over the last 12 months?
3 findings
- Haku was ahead of Ketel One in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Haku’s share of searches among vodka brands in Australia moved from 4% to 3.2%, and its estimated monthly branded searches held steady at 1.9K.
- Across the 12 months ending September 2026, Ketel One’s share of searches among vodka brands in Australia moved from 1.5% to 1.2%, and its estimated monthly branded searches held steady at 720.
How did search popularity change for Australia vodka brands in September 2026?
2 changes
In September 2026, Haku rose from 6th to 5th among vodka brands in Australia.
In September 2026, Ketel One rose from 9th to 8th among vodka brands in Australia.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Haku’s and Ketel One’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.
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