--- title: "Haku vs Smirnoff: Which is searched more in Australia?" description: "Is Haku or Smirnoff more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Vodka brands set in Australia. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/au/compare/haku-vodka-vs-smirnoff" publisher: "Brandwave" --- # Haku vs Smirnoff: Which is searched more in Australia? Is Haku or Smirnoff more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Vodka brands set in Australia. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: Haku and Smirnoff - **Competitive set**: Vodka brands - **Market**: Australia - **Month measured**: Sep 2026 - **Haku Share of Search**: 3.2% - **Smirnoff Share of Search**: 16.6% ## Is Haku or Smirnoff more popular in search? - In September 2026, Smirnoff had more branded searches than Haku among vodka brands in Australia. Smirnoff had about 9,900 branded searches, while Haku had 1,900. Smirnoff made up 16.6% of all vodka brand searches we track, and Haku accounted for 3.2%. - Smirnoff was ahead of Haku 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, 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. ## Top vodka brands in ChatGPT and Google AI Overviews In three ChatGPT questions and one Google AI Overview, Haku and Smirnoff were each mentioned in two out of four: in one of the three ChatGPT answers and in the Google AI Overview. Haku was listed before Smirnoff in two out of three answers that named either. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Absolut | 1st | 3 of 3 | 1 of 1 | 4 of 4 | | Grey Goose | 2nd | 3 of 3 | 1 of 1 | 4 of 4 | | Belvedere | 3rd | 1 of 3 | 1 of 1 | 2 of 4 | | Ketel One | 4th | 2 of 3 | 1 of 1 | 3 of 4 | | Haku | 5th | 1 of 3 | 1 of 1 | 2 of 4 | | Finlandia | 6th | 2 of 3 | 0 of 1 | 2 of 4 | | Smirnoff | 7th | 1 of 3 | 1 of 1 | 2 of 4 | | Russian Standard | 8th | 1 of 3 | 0 of 1 | 1 of 4 | | Skyy | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Cîroc | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Stolichnaya | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | ## Every AI answer about vodka brands - Asked ChatGPT "Which vodka should I buy in Australia?": 1. Absolut, 2. Haku, 3. Grey Goose - Asked ChatGPT "What are the best vodka brands?": 1. Belvedere, 2. Grey Goose, 3. Ketel One, 4. Absolut, 5. Finlandia, 6. Russian Standard - Asked ChatGPT "What's the best vodka for cocktails?": 1. Absolut, 2. Ketel One, 3. Finlandia, 4. Grey Goose, 5. Smirnoff - Searched Google, AI Overview "best vodka": 1. Belvedere, 2. Grey Goose, 3. Haku, 4. Ketel One, 5. Absolut, 6. Smirnoff Not named in any answer: Skyy, Cîroc and Stolichnaya. Brands are listed in the order each answer named them. The answers were collected in Australia on October 26, 2026. ## How did search popularity change for Australia vodka brands in September 2026? - In September 2026, Smirnoff overtook Belvedere to rank 3rd among vodka brands in Australia, with 16.6% of the searches. - In September 2026, Haku rose from 6th to 5th among vodka brands in Australia. ## Month by month | Month | Haku estimated searches | Haku Share of Search | Haku rank | Smirnoff estimated searches | Smirnoff Share of Search | Smirnoff rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 1.9K | 4% | 5 | 9.9K | 21.1% | 2 | | Nov 2025 | 1.6K | 3.7% | 6 | 8.1K | 18.5% | 3 | | Dec 2025 | 2.9K | 4.3% | 6 | 9.9K | 14.5% | 4 | | Jan 2026 | 1.6K | 3.5% | 6 | 8.1K | 17.8% | 4 | | Feb 2026 | 1.3K | 3.3% | 6 | 6.6K | 16.8% | 4 | | Mar 2026 | 1.6K | 3.5% | 6 | 8.1K | 17.8% | 4 | | Apr 2026 | 1.6K | 3.5% | 6 | 8.1K | 17.5% | 4 | | May 2026 | 1.6K | 3.3% | 6 | 8.1K | 16.9% | 4 | | Jun 2026 | 1.6K | 3.2% | 6 | 8.1K | 16.4% | 4 | | Jul 2026 | 1.6K | 3.1% | 6 | 8.1K | 15.9% | 4 | | Aug 2026 | 1.6K | 3.1% | 6 | 8.1K | 15.8% | 4 | | Sep 2026 | 1.9K | 3.2% | 5 | 9.9K | 16.6% | 3 | ## How each brand is measured Brandwave collects information about searches that people make online using Haku’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. - **Haku**: Measured on the search term “haku vodka”. - **Smirnoff**: Measured on the search term “smirnoff”. - [Haku profile](/demand/au/brands/haku-vodka) - [Smirnoff profile](/demand/au/brands/smirnoff) - [All vodka brands in Australia](/demand/au/categories/au-vodka-brands): The set both shares are measured inside, 11 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Haku or Smirnoff more popular in search? In September 2026, Smirnoff had more branded searches than Haku among vodka brands in Australia. Smirnoff had about 9,900 branded searches, while Haku had 1,900. Smirnoff made up 16.6% of all vodka brand searches we track, and Haku accounted for 3.2%. ## Cite this page Brandwave. "Haku vs Smirnoff: Which is searched more in Australia?". https://gobrandwave.com/demand/au/compare/haku-vodka-vs-smirnoff This page is also available as HTML at https://gobrandwave.com/demand/au/compare/haku-vodka-vs-smirnoff. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.