Brandwave

Smirnoff vs Stolichnaya:Which is more popular?

In September 2026, Smirnoff had more branded searches than Stolichnaya among vodka brands in New Zealand. Smirnoff had about 11,500 branded searches, while Stolichnaya had 160. Smirnoff made up 48.6% of all vodka brand searches we track, and Stolichnaya accounted for 0.68%. When we asked ChatGPT and Google AI Overviews about vodka brands, Smirnoff appeared in one of the four answers and Stolichnaya in none.

Among vodka brands in New Zealand in September 2026

Who do people search for more?

Smirnoff, about 72 searches for every 1 for Stolichnaya

Smirnoff 11.5K searchesStolichnaya 160 searches

Who does AI mention more?

Smirnoff, mentioned in 1 of 4 answers, Stolichnaya in 0

Smirnoff in 1 of 4Stolichnaya in 0 of 4

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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. Stolichnaya did not appear in any of the four answers.

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 Smirnoff or Stolichnaya more popular in search?

This chart shows how often people search Google for Smirnoff and Stolichnaya 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.

Smirnoff and Stolichnaya among vodka brands in New Zealand, by month

Share of searches by month for Smirnoff, Stolichnaya. 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 Smirnoff and Stolichnaya comparison changed over the last 12 months?

3 findings
  • Smirnoff was ahead of Stolichnaya in every measured month of the 12 months ending September 2026.
  • 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.
  • Across the 12 months ending September 2026, Stolichnaya’s share of searches among vodka brands in New Zealand moved from 1% to 0.68%, and its estimated monthly branded searches moved from 200 to 160.

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

How are branded searches counted?

11 search terms

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

Smirnoff

9 branded search terms

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

Stolichnaya

2 branded search terms

  • stoli vodka
  • stolichnaya

How the Brand Demand Index is measured

Other head-to-heads among vodka brands

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