Brandwave

How popular isSmirnoff?

In September 2026, people searched for Smirnoff by name about 11,500 times in New Zealand, a 7.6% increase from the previous year. These searches made up 48.6% of all New Zealand vodka brand searches, placing Smirnoff first out of seven brands. When we asked both ChatGPT and Google AI Overviews about vodka brands, Smirnoff appeared in one of the four answers and was the fifth most recommended of the seven.

Search and AI answers in September 2026

Smirnoff is the most searched of 7 competitors and the fifth 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, Smirnoff was mentioned in one out of four: not in any of the three ChatGPT answers, but in the Google AI Overview. Smirnoff is the fifth 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 Smirnoff?

Smirnoff 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 Smirnoff and its closest rivals

Every comparison with Smirnoff

6 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Smirnoff in New Zealand rose from 10.7K to 11.5K.
  • Across the 12 months ending September 2026, Smirnoff’s share of searches among vodka brands in New Zealand decreased from 54.9% to 48.6%.
  • Across the 12 months ending September 2026, Smirnoff’s share of searches among vodka brands in New Zealand peaked at 54.9% in October 2025 and was lowest at 41.7% in January 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 Smirnoff’s branded searches counted?

9 search terms

Brandwave collects information about searches that people make online using Smirnoff’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.

  • smirnoff
  • smirnoff 4pk
  • smirnoff bottle
  • smirnoff can
  • smirnoff guarana
  • smirnoff ice
  • smirnoff liquor
  • smirnoff vodka bottle
  • smirnoff vodkas

How the Brand Demand Index is measured

Who owns Smirnoff?

Smirnoff is owned by Diageo. Brandwave also tracks Seedlip, Baileys, Captain Morgan, Casamigos, Cîroc, Don Julio, Gordon's, Guinness, Johnnie Walker and Tanqueray, owned by the same company, in New Zealand.

Do you work for Smirnoff? To request corrections or removal please contact us via our support page and we will be happy to assist.

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