Brandwave

Grey Goose vs Smirnoff:Which is more popular?

In September 2026, Smirnoff had more branded searches than Grey Goose among vodka brands in New Zealand. Smirnoff had about 11,500 branded searches, while Grey Goose had 2,020. Smirnoff made up 48.6% of all vodka brand searches we track, and Grey Goose accounted for 8.6%. When we asked ChatGPT and Google AI Overviews about vodka brands, Grey Goose appeared in three of the four answers and Smirnoff in one. Grey Goose was mentioned before Smirnoff in every answer.

Among vodka brands in New Zealand in September 2026

Who do people search for more?

Smirnoff, about 6 searches for every 1 for Grey Goose

Smirnoff 11.5K searchesGrey Goose 2K searches

Who does AI mention more?

Grey Goose, mentioned in 3 of 4 answers, Smirnoff in 1

Grey Goose in 3 of 4Smirnoff in 1 of 4

Who does AI recommend more?

Grey Goose, named ahead of Smirnoff in every answer

Grey Goose first in 3Smirnoff never first

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Top vodka brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Grey Goose was mentioned in three out of four: in two of the three ChatGPT answers and 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. Grey Goose was listed before Smirnoff in every answer.

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.

Is Grey Goose or Smirnoff more popular in search?

This chart shows how often people search Google for Grey Goose 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.

Grey Goose and Smirnoff among vodka brands in New Zealand, by month

Share of searches by month for Smirnoff, Grey Goose. 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%

How has the Grey Goose and Smirnoff comparison changed over the last 12 months?

3 findings
  • Smirnoff was ahead of Grey Goose in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Grey Goose’s share of searches among vodka brands in New Zealand moved from 7.6% to 8.6%, and its estimated monthly branded searches moved from 1.5K to 2K.
  • 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

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

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

How are branded searches counted?

13 search terms

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

Grey Goose

4 branded search terms

  • grey goose
  • grey goose vodka
  • greygoose
  • greygoose vodka

Smirnoff

9 branded search terms

  • 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

Other head-to-heads among vodka brands

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