---
title: "Baileys: search popularity worldwide"
description: "Baileys is a liqueur brand sold in New Zealand. 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/global-en/brands/baileys"
publisher: "Brandwave"
---

# Baileys: search popularity worldwide

Baileys is a liqueur brand sold in New Zealand. 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

- **Brand**: Baileys
- **Owned by**: Diageo
- **Market**: Global
- **Measured month**: Sep 2026
- **Share of Search among liqueur brands**: 27%

## Where the brand sits

| Competitive set | Rank | Share of Search | Estimated monthly branded searches |
| --- | --- | --- | --- |
| Liqueur brands | 2 | 27% | 1M |

- [Liqueur brands](/demand/global-en/categories/liqueur-brands)

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

- 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?

- 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.

## Historical estimated branded-search demand

| Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Liqueur brands | 1M | 24.2% | 2 |
| Nov 2025 | Liqueur brands | 1.2M | 27.9% | 2 |
| Dec 2025 | Liqueur brands | 2.7M | 35.7% | 1 |
| Jan 2026 | Liqueur brands | 1.2M | 28.1% | 2 |
| Feb 2026 | Liqueur brands | 823K | 24.4% | 2 |
| Mar 2026 | Liqueur brands | 823K | 23.4% | 3 |
| Apr 2026 | Liqueur brands | 823K | 22.2% | 3 |
| May 2026 | Liqueur brands | 1M | 23.9% | 3 |
| Jun 2026 | Liqueur brands | 823K | 20.6% | 3 |
| Jul 2026 | Liqueur brands | 1M | 24% | 3 |
| Aug 2026 | Liqueur brands | 1M | 22.4% | 3 |
| Sep 2026 | Liqueur brands | 1M | 27% | 2 |

## 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.

- “baileys”

## Which liqueur brands compete with Baileys?

- [Jägermeister](/demand/global-en/brands/jagermeister): Head-to-head: /demand/global-en/compare/baileys-vs-jagermeister
- [Aperol](/demand/global-en/brands/aperol): Head-to-head: /demand/global-en/compare/aperol-vs-baileys
- [Cointreau](/demand/global-en/brands/cointreau): Head-to-head: /demand/global-en/compare/baileys-vs-cointreau
- [Kahlúa](/demand/global-en/brands/kahlua): Head-to-head: /demand/global-en/compare/baileys-vs-kahlua
- [Frangelico](/demand/global-en/brands/frangelico): Head-to-head: /demand/global-en/compare/baileys-vs-frangelico

## Who owns Baileys?

Baileys is owned by Diageo. Brandwave also tracks Seedlip, Captain Morgan, Casamigos, Cîroc, Don Julio, Johnnie Walker, Ritual Zero Proof, Smirnoff and Tanqueray, owned by the same company, worldwide.

- [Diageo](/demand/global-en/companies/diageo): Owns 11 tracked brands.

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Who owns Baileys?

Baileys is owned by Diageo. Brandwave also tracks Seedlip, Captain Morgan, Casamigos, Cîroc, Don Julio, Johnnie Walker, Ritual Zero Proof, Smirnoff and Tanqueray, owned by the same company, worldwide.

## Cite this page

Brandwave. "Baileys: search popularity worldwide". https://gobrandwave.com/demand/global-en/brands/baileys

This page is also available as HTML at https://gobrandwave.com/demand/global-en/brands/baileys. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.