--- title: "Ketel One vs Smirnoff: Which is searched more in Australia?" description: "Is Ketel One 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/ketel-one-vs-smirnoff" publisher: "Brandwave" --- # Ketel One vs Smirnoff: Which is searched more in Australia? Is Ketel One 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**: Ketel One and Smirnoff - **Competitive set**: Vodka brands - **Market**: Australia - **Month measured**: Sep 2026 - **Ketel One Share of Search**: 1.2% - **Smirnoff Share of Search**: 16.6% ## Is Ketel One or Smirnoff more popular in search? - In September 2026, Smirnoff had more branded searches than Ketel One among vodka brands in Australia. Smirnoff had about 9,900 branded searches, while Ketel One had 720. Smirnoff made up 16.6% of all vodka brand searches we track, and Ketel One accounted for 1.2%. - Smirnoff was ahead of Ketel One in every measured month of the 12 months ending September 2026. - 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. - 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, Ketel One was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Smirnoff was mentioned in two out of four: in one of the three ChatGPT answers and in the Google AI Overview. Ketel One was listed before Smirnoff in every answer 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, Ketel One rose from 9th to 8th among vodka brands in Australia. ## Month by month | Month | Ketel One estimated searches | Ketel One Share of Search | Ketel One rank | Smirnoff estimated searches | Smirnoff Share of Search | Smirnoff rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 720 | 1.5% | 8 | 9.9K | 21.1% | 2 | | Nov 2025 | 720 | 1.6% | 8 | 8.1K | 18.5% | 3 | | Dec 2025 | 720 | 1.1% | 11 | 9.9K | 14.5% | 4 | | Jan 2026 | 720 | 1.6% | 8 | 8.1K | 17.8% | 4 | | Feb 2026 | 480 | 1.2% | 10 | 6.6K | 16.8% | 4 | | Mar 2026 | 480 | 1.1% | 10 | 8.1K | 17.8% | 4 | | Apr 2026 | 590 | 1.3% | 9 | 8.1K | 17.5% | 4 | | May 2026 | 720 | 1.5% | 8 | 8.1K | 16.9% | 4 | | Jun 2026 | 590 | 1.2% | 9 | 8.1K | 16.4% | 4 | | Jul 2026 | 590 | 1.2% | 9 | 8.1K | 15.9% | 4 | | Aug 2026 | 590 | 1.2% | 9 | 8.1K | 15.8% | 4 | | Sep 2026 | 720 | 1.2% | 8 | 9.9K | 16.6% | 3 | ## How each brand is measured Brandwave collects information about searches that people make online using Ketel One’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. - **Ketel One**: Measured on the search term “ketel one”. - **Smirnoff**: Measured on the search term “smirnoff”. - [Ketel One profile](/demand/au/brands/ketel-one) - [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 Ketel One or Smirnoff more popular in search? In September 2026, Smirnoff had more branded searches than Ketel One among vodka brands in Australia. Smirnoff had about 9,900 branded searches, while Ketel One had 720. Smirnoff made up 16.6% of all vodka brand searches we track, and Ketel One accounted for 1.2%. ## Cite this page Brandwave. "Ketel One vs Smirnoff: Which is searched more in Australia?". https://gobrandwave.com/demand/au/compare/ketel-one-vs-smirnoff This page is also available as HTML at https://gobrandwave.com/demand/au/compare/ketel-one-vs-smirnoff. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.