Brandwave

How popular is42 Below?

In September 2026, people searched for 42 Below by name about 820 times in New Zealand, a 5.7% decrease from the previous year. These searches made up 3.5% of all New Zealand vodka brand searches, placing 42 Below fifth out of seven brands. When we asked both ChatGPT and Google AI Overviews about vodka brands, 42 Below appeared in two of the four answers and was the joint third most recommended of the seven.

Search and AI answers in September 2026

42 Below is the fifth most searched of 7 competitors and the joint third most recommended in AI answers.

  1. SmirnoffShare of searches 48.6%Mentioned in 1 of 4 AI answersPlace in AI recommendations 5th
  2. AbsolutShare of searches 29.6%Mentioned in 2 of 4 AI answersPlace in AI recommendations 1st
  3. Grey GooseShare of searches 8.6%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
  4. BelvedereShare of searches 5.8%Mentioned in 2 of 4 AI answersPlace in AI recommendations 3rd
  5. 42 BelowShare of searches 3.5%Mentioned in 2 of 4 AI answersPlace in AI recommendations 3rd

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Top vodka brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, 42 Below was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. 42 Below is the joint third most recommended of the seven.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Absolut1st
  2. Grey Goose2nd
  3. Belvedere3rd
  4. 42 Below3rd
  5. Smirnoff5th
  6. Cîroc–
  7. Stolichnaya–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Grey Goose3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Absolut2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Belvedere2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • 42 Below2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Smirnoff1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Cîroc0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Stolichnaya0 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 brand should I buy in New Zealand?”

    1. 1Absolut
    2. 2Grey Goose

  • Asked ChatGPT

    “What are the best vodka brands in New Zealand?”

    1. 1Belvedere
    2. 242 Below

  • Asked ChatGPT

    “What's the best vodka brand in New Zealand for a cocktail?”

    1. 142 Below
    2. 2Absolut
    3. 3Grey Goose

  • Searched Google, AI Overview

    “best vodka”

    1. 1Belvedere
    2. 2Grey Goose
    3. 3Smirnoff

  • Searched Google, AI Overview

    “cheap vodka nz”

    Google showed no AI Overview for this search.

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which vodka brands compete with 42 Below?

42 Below against vodka brands in New Zealand, by month

Share of searches by month for Smirnoff, Absolut, Grey Goose, Belvedere, 42 Below, Cîroc. The figures are in the table below the chart.

View monthly share of searches table
MonthSmirnoffAbsolutGrey GooseBelvedere42 BelowCîrocStolichnaya
Oct 202554.9%23.2%7.6%5%4.5%3.7%1%
Nov 202551.7%22.7%8.6%5.1%7.4%3.4%1.2%
Dec 202548.8%24.5%9%4.3%5.4%6.7%1.2%
Jan 202641.7%29.6%8%5.8%7.6%4.5%2.7%
Feb 202645.8%29.9%8.1%5.6%4.8%4.5%1.3%
Mar 202648.8%28.2%8.1%5.8%4.6%3.6%0.95%
Apr 202649.8%27.3%7.7%5.4%4.3%4.4%1.1%
May 202647.2%29.2%8.1%5.6%5.7%3.1%1%
Jun 202646.8%31.6%7.1%6.3%4%3.3%0.96%
Jul 202648.1%29.3%8.1%5%5.8%2.8%0.85%
Aug 202645.8%32.3%7.7%4.8%5%3.3%1%
Sep 202648.6%29.6%8.6%5.8%3.5%3.3%0.68%

  1. 1.Smirnoff

    48.6%

    Held 1st. 11.5K estimated branded searches, +12.7% vs prior month. Share +2.8 points.

  2. 2.Absolut

    29.6%

    Held 2nd. 7K estimated branded searches, -2.6% vs prior month. Share -2.7 points.

  3. 3.Grey Goose

    8.6%

    Held 3rd. 2K estimated branded searches, +17.4% vs prior month. Share +0.8 points.

  4. 4.Belvedere

    5.8%

    Moved from 5th to 4th. 1.4K estimated branded searches, +27.1% vs prior month. Share +0.9 points.

  5. 5.42 Below

    3.5%

    Moved from 4th to 5th. 820 estimated branded searches, -26.8% vs prior month. Share -1.6 points.

  6. 6.Cîroc

    3.3%

    Held 6th. 780 estimated branded searches, +6.8% vs prior month. Share 0 points.

  7. 7.Stolichnaya

    0.68%

    Held 7th. 160 estimated branded searches, -30.4% vs prior month. Share -0.4 points.

Compare popularity between 42 Below and its closest rivals

Every comparison with 42 Below

6 comparisons

How has branded search demand for 42 Below changed in New Zealand over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for 42 Below in New Zealand fell from 870 to 820.
  • Across the 12 months ending September 2026, 42 Below’s share of searches among vodka brands in New Zealand decreased from 4.5% to 3.5%.
  • Across the 12 months ending September 2026, 42 Below’s share of searches among vodka brands in New Zealand peaked at 7.6% in January 2026 and was lowest at 3.5% in September 2026.

How did search popularity change for New Zealand vodka brands in September 2026?

6 changes

  1. In September 2026, Belvedere overtook 42 Below to rank 4th among vodka brands in New Zealand, with 5.8% of the searches.

  2. In September 2026, Smirnoff gained share of searches among vodka brands in New Zealand, from 45.8% to 48.6%.

  3. In September 2026, Grey Goose gained share of searches among vodka brands in New Zealand, from 7.7% to 8.6%.

  4. In September 2026, Absolut lost share of searches among vodka brands in New Zealand, from 32.3% to 29.6%.

  5. In September 2026, 42 Below lost share of searches among vodka brands in New Zealand, from 5% to 3.5%.

  6. Estimated monthly branded searches for Stolichnaya in New Zealand fell 20% over 12 measured months, from 200 to 160 in September 2026.

How are 42 Below’s branded searches counted?

5 search terms

Brandwave collects information about searches that people make online using 42 Below’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • 42 below
  • 42 below feijoa
  • 42 below vodka
  • 42below
  • 42below vodka

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How the Brand Demand Index is measured

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