Absolut vs Smirnoff:Which is more popular?
In September 2026, Smirnoff had more branded searches than Absolut among vodka brands in New Zealand. Smirnoff had about 11,500 branded searches, while Absolut had 7,000. Smirnoff made up 48.6% of all vodka brand searches we track, and Absolut accounted for 29.6%. When we asked ChatGPT and Google AI Overviews about vodka brands, Absolut appeared in two of the four answers and Smirnoff in one. Absolut was mentioned before Smirnoff in two out of three answers.
Who do people search for more?
Smirnoff, about 64% more searches than Absolut
Who does AI mention more?
Absolut, mentioned in 2 of 4 answers, Smirnoff in 1
Who does AI recommend more?
Absolut, named ahead of Smirnoff in 2 of 3 answers
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Top vodka brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Absolut 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. Absolut was listed before Smirnoff in two out of three answers.
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 Absolut or Smirnoff more popular in search?
This chart shows how often people search Google for Absolut 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, Absolut. 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 Absolut and Smirnoff comparison changed over the last 12 months?
3 findings
- Smirnoff was ahead of Absolut in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Absolut’s share of searches among vodka brands in New Zealand moved from 23.2% to 29.6%, and its estimated monthly branded searches moved from 4.5K to 7K.
- 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?
2 changes
In September 2026, Smirnoff gained share of searches among vodka brands in New Zealand, from 45.8% to 48.6%.
In September 2026, Absolut lost share of searches among vodka brands in New Zealand, from 32.3% to 29.6%.
How are branded searches counted?
20 search terms
Brandwave collects information about searches that people make online using Absolut’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.
Absolut
11 branded search terms
- absolut
- absolut bottle
- absolut cocktails
- absolut flavors
- absolut lemon vodka
- absolut miniature
- absolut raspberri vodka
- absolut vanilia vodka
- absolut vanilla
- absolut vodka
- absolut vodka cans
Smirnoff
9 branded search terms
- smirnoff
- smirnoff 4pk
- smirnoff bottle
- smirnoff can
- smirnoff guarana
- smirnoff ice
- smirnoff liquor
- smirnoff vodka bottle
- smirnoff vodkas
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