How popular isBaileys in search?

In September 2026, there were an estimated 1M branded searches for Baileys worldwide which held steady over the last 12 months. Baileys holds 27% estimated Share of Search among liqueur brands worldwide and is ranked 2nd of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

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Which liqueur brands compete with Baileys?

Baileys against liqueur brands worldwide, by month

Month	Jägermeister	Baileys	Aperol	Cointreau	Kahlúa	Frangelico
Oct 2025	36.3%	24.2%	19.9%	8.9%	7.3%	3.3%
Nov 2025	34.3%	27.9%	18.8%	8.4%	6.9%	3.8%
Dec 2025	29.2%	35.7%	15.9%	8.8%	7.2%	3.2%
Jan 2026	34.5%	28.1%	18.9%	8.5%	6.9%	3.1%
Feb 2026	36.2%	24.4%	20%	8.9%	7.3%	3.3%
Mar 2026	34.6%	23.4%	23.4%	8.5%	7%	3.1%
Apr 2026	33%	22.2%	27%	8.1%	6.6%	3%
May 2026	29.1%	23.9%	29.1%	8.8%	5.9%	3.2%
Jun 2026	30.6%	20.6%	30.6%	9.2%	6.2%	2.8%
Jul 2026	29.3%	24%	29.3%	8.8%	5.9%	2.6%
Aug 2026	33.6%	22.4%	27.3%	8.2%	5.5%	3%
Sep 2026	33%	27%	22.2%	8.1%	6.6%	3%

Rank	Brand	Share of Search	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Jägermeister	33%	1.2M	-18.7%	-0.6 points
2, moved from 3rd to 2nd	Baileys Diageo	27%	1M	0%	+4.7 pointsmoved from 3rd to 2nd
3, moved from 2nd to 3rd	Aperol	22.2%	823K	-32.5%	-5.1 pointsmoved from 2nd to 3rd
4, held 4th	Cointreau	8.1%	301K	-18.2%	-0.1 points
5, held 5th	Kahlúa	6.6%	246K	0%	+1.1 points
6, held 6th	Frangelico	3%	110K	-18.5%	0 points

1.Jägermeister
33%
Held 1st. 1.2M estimated branded searches, -18.7% vs prior month. Share -0.6 points.
2.Baileys
27%
Moved from 3rd to 2nd. 1M estimated branded searches, 0% vs prior month. Share +4.7 points.
3.Aperol
22.2%
Moved from 2nd to 3rd. 823K estimated branded searches, -32.5% vs prior month. Share -5.1 points.
4.Cointreau
8.1%
Held 4th. 301K estimated branded searches, -18.2% vs prior month. Share -0.1 points.
5.Kahlúa
6.6%
Held 5th. 246K estimated branded searches, 0% vs prior month. Share +1.1 points.
6.Frangelico
3%
Held 6th. 110K estimated branded searches, -18.5% vs prior month. Share 0 points.

Compare search popularity between Baileys and its closest rivals

Every comparison with Baileys

5 comparisons

How has branded search demand for Baileys changed worldwide over the last 12 months?

3 findings

Across the 12 months ending September 2026, estimated monthly branded searches for Baileys worldwide held steady at 1M.
Across the 12 months ending September 2026, Baileys’ estimated Share of Search among liqueur brands worldwide increased from 24.2% to 27%.
Across the 12 months ending September 2026, Baileys’ estimated Share of Search among liqueur brands worldwide peaked at 35.7% in December 2025 and was lowest at 20.6% in June 2026.

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

6 changes

In September 2026, Baileys overtook Aperol to rank 2nd among liqueur brands worldwide, with 27% estimated Share of Search.
In September 2026, Kahlúa gained estimated Share of Search among liqueur brands worldwide, from 5.5% to 6.6%.
In September 2026, Aperol lost estimated Share of Search among liqueur brands worldwide, from 27.3% to 22.2%.
In September 2026, Jägermeister lost estimated Share of Search among liqueur brands worldwide, from 33.6% to 33%.
Cointreau’s estimated Share of Search among liqueur brands worldwide has lost ground for 3 months in a row, from 9.2% to 8.1% in September 2026.
Estimated monthly branded searches for Frangelico worldwide fell 18.5% over 12 measured months, from 135K to 110K in September 2026.

How is Baileys measured?

Brandwave collects information about searches that people make online using Baileys’ name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

1 branded search term