42 Below vs Smirnoff:Which is more popular?
In September 2026, Smirnoff had more branded searches than 42 Below among vodka brands in New Zealand. Smirnoff had about 11,500 branded searches, while 42 Below had 820. Smirnoff made up 48.6% of all vodka brand searches we track, and 42 Below accounted for 3.5%. When we asked ChatGPT and Google AI Overviews about vodka brands, 42 Below appeared in two of the four answers and Smirnoff in one. 42 Below and Smirnoff were each mentioned first in one of the two answers that named either.
Who do people search for more?
Smirnoff, about 14 searches for every 1 for 42 Below
Who does AI mention more?
42 Below, mentioned in 2 of 4 answers, Smirnoff in 1
Who does AI recommend more?
Each is named first in 1 of 2 answers.
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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. Smirnoff was mentioned in one out of four: not in any of the three ChatGPT answers, but in the Google AI Overview. 42 Below and Smirnoff were each listed first in one of the two answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Absolut1st
Grey Goose2nd
Belvedere3rd- 42 Below3rd
- Smirnoff5th
Cîroc–
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?”
Asked ChatGPT
“What are the best vodka brands in New Zealand?”
Asked ChatGPT
“What's the best vodka brand in New Zealand for a cocktail?”
Searched Google, AI Overview
“best vodka”
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.
Is 42 Below or Smirnoff more popular in search?
This chart shows how often people search Google for 42 Below and Smirnoff by name. Each line represents a brand's share of searches for all seven vodka brands we track, month by month, from searches in New Zealand.
Share of searches by month for Smirnoff, 42 Below. The figures are in the table below the chart.
View monthly share of searches table
| Month | Smirnoff | Absolut | Grey Goose | Belvedere | 42 Below | Cîroc | Stolichnaya |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 54.9% | 23.2% | 7.6% | 5% | 4.5% | 3.7% | 1% |
| Nov 2025 | 51.7% | 22.7% | 8.6% | 5.1% | 7.4% | 3.4% | 1.2% |
| Dec 2025 | 48.8% | 24.5% | 9% | 4.3% | 5.4% | 6.7% | 1.2% |
| Jan 2026 | 41.7% | 29.6% | 8% | 5.8% | 7.6% | 4.5% | 2.7% |
| Feb 2026 | 45.8% | 29.9% | 8.1% | 5.6% | 4.8% | 4.5% | 1.3% |
| Mar 2026 | 48.8% | 28.2% | 8.1% | 5.8% | 4.6% | 3.6% | 0.95% |
| Apr 2026 | 49.8% | 27.3% | 7.7% | 5.4% | 4.3% | 4.4% | 1.1% |
| May 2026 | 47.2% | 29.2% | 8.1% | 5.6% | 5.7% | 3.1% | 1% |
| Jun 2026 | 46.8% | 31.6% | 7.1% | 6.3% | 4% | 3.3% | 0.96% |
| Jul 2026 | 48.1% | 29.3% | 8.1% | 5% | 5.8% | 2.8% | 0.85% |
| Aug 2026 | 45.8% | 32.3% | 7.7% | 4.8% | 5% | 3.3% | 1% |
| Sep 2026 | 48.6% | 29.6% | 8.6% | 5.8% | 3.5% | 3.3% | 0.68% |
How has the 42 Below and Smirnoff comparison changed over the last 12 months?
3 findings
- Smirnoff was ahead of 42 Below in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, 42 Below’s share of searches among vodka brands in New Zealand moved from 4.5% to 3.5%, and its estimated monthly branded searches moved from 870 to 820.
- Across the 12 months ending September 2026, Smirnoff’s share of searches among vodka brands in New Zealand moved from 54.9% to 48.6%, and its estimated monthly branded searches moved from 10.7K to 11.5K.
How did search popularity change for New Zealand vodka brands in September 2026?
3 changes
In September 2026, Belvedere overtook 42 Below to rank 4th among vodka brands in New Zealand, with 5.8% of the searches.
In September 2026, Smirnoff gained share of searches among vodka brands in New Zealand, from 45.8% to 48.6%.
In September 2026, 42 Below lost share of searches among vodka brands in New Zealand, from 5% to 3.5%.
How are branded searches counted?
14 search terms
Brandwave collects information about searches that people make online using 42 Below’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.
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