How popular isSmirnoff?
In September 2026, people searched for Smirnoff by name about 12,100 times in the United Kingdom, a 33.1% decrease from the previous year. These searches made up 8.9% of all United Kingdom vodka brand searches, placing Smirnoff fifth out of eight brands. When we asked both ChatGPT and Google AI Overviews about vodka brands, Smirnoff appeared in three of the five answers and was the fourth most recommended of the eight.
Smirnoff is the fifth most searched of 8 competitors and the fourth most recommended in AI answers.
AU VodkaShare of searches 44.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
Grey GooseShare of searches 16.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
AbsolutShare of searches 10.9%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
BelvedereShare of searches 8.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
SmirnoffShare of searches 8.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
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Top vodka brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Smirnoff was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Smirnoff is the fourth most recommended of the eight.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Grey Goose5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Belvedere5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Absolut4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Smirnoff3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- AU Vodka0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Cîroc0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Glen's0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Russian Standard0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about vodka brands
5 answers
Asked ChatGPT
“What's the best vodka in the UK?”
Asked ChatGPT
“Which vodka is smoothest for mixing?”
Asked ChatGPT
“What's a good premium vodka to give as a gift?”
Searched Google, AI Overview
“vodka brands”
Searched Google, AI Overview
“best vodka”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.
Which vodka brands compete with Smirnoff?
Share of searches by month for AU Vodka, Grey Goose, Absolut, Belvedere, Smirnoff, Cîroc, Glen's. The figures are in the table below the chart.
View monthly share of searches table
| Month | AU Vodka | Grey Goose | Absolut | Belvedere | Smirnoff | Cîroc | Glen's | Russian Standard |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 44% | 16.1% | 10.8% | 7.2% | 10.8% | 4.8% | 4.8% | 1.4% |
| Nov 2025 | 57.8% | 14.2% | 7.8% | 6.3% | 6.3% | 3.5% | 2.8% | 1.2% |
| Dec 2025 | 47% | 17.2% | 9.4% | 9.4% | 6.3% | 6.3% | 2.8% | 1.5% |
| Jan 2026 | 39.4% | 17.7% | 11.8% | 9.6% | 9.6% | 5.3% | 4.3% | 2.3% |
| Feb 2026 | 39% | 17.4% | 11.6% | 9.5% | 9.5% | 6.4% | 4.2% | 2.3% |
| Mar 2026 | 41.5% | 15.2% | 12.4% | 8.3% | 10.1% | 5.5% | 4.5% | 2.4% |
| Apr 2026 | 41.5% | 15.2% | 12.4% | 8.3% | 10.1% | 5.5% | 4.5% | 2.4% |
| May 2026 | 50.6% | 15.2% | 10.1% | 6.8% | 8.3% | 3.7% | 3.7% | 1.6% |
| Jun 2026 | 39.9% | 17.9% | 11.9% | 8% | 11.9% | 4.4% | 4.4% | 1.6% |
| Jul 2026 | 43.7% | 16.1% | 10.7% | 8.7% | 10.7% | 4.8% | 3.9% | 1.4% |
| Aug 2026 | 58% | 11.7% | 7.8% | 6.4% | 7.8% | 3.5% | 3.5% | 1.3% |
| Sep 2026 | 44.6% | 16.4% | 10.9% | 8.9% | 8.9% | 4.9% | 4% | 1.4% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 44.6% | 60.5K | -45% | -13.4 points | |
| 2, held 2nd | 16.4% | 22.2K | 0% | +4.7 points | |
| 3, held 3rd | 10.9% | 14.8K | 0% | +3.1 points | |
| 4, moved from 5th to 4th | 8.9% | 12.1K | 0% | +2.5 pointsmoved from 5th to 4th | |
| 5, moved from 4th to 5th | 8.9% | 12.1K | -18.2% | +1.1 pointsmoved from 4th to 5th | |
| 6, held 6th | 4.9% | 6.6K | 0% | +1.4 points | |
| 7, held 7th | 4% | 5.4K | -18.2% | +0.5 points | |
| 8, held 8th | 1.4% | 1.9K | -20.8% | +0.1 points |
1.
AU Vodka44.6%
Held 1st. 60.5K estimated branded searches, -45% vs prior month. Share -13.4 points.
16.4%
Held 2nd. 22.2K estimated branded searches, 0% vs prior month. Share +4.7 points.
3.
Absolut10.9%
Held 3rd. 14.8K estimated branded searches, 0% vs prior month. Share +3.1 points.
8.9%
Moved from 5th to 4th. 12.1K estimated branded searches, 0% vs prior month. Share +2.5 points.
5.
Smirnoff8.9%
Moved from 4th to 5th. 12.1K estimated branded searches, -18.2% vs prior month. Share +1.1 points.
6.
Cîroc4.9%
Held 6th. 6.6K estimated branded searches, 0% vs prior month. Share +1.4 points.
7.
Glen's4%
Held 7th. 5.4K estimated branded searches, -18.2% vs prior month. Share +0.5 points.
1.4%
Held 8th. 1.9K estimated branded searches, -20.8% vs prior month. Share +0.1 points.
Compare popularity between Smirnoff and its closest rivals
Every comparison with Smirnoff
7 comparisons
How has branded search demand for Smirnoff changed in the United Kingdom over the last 12 months?
4 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Smirnoff in the United Kingdom fell from 18.1K to 12.1K.
- Across the 12 months ending September 2026, Smirnoff’s share of searches among vodka brands in the United Kingdom decreased from 10.8% to 8.9%.
- Across the 12 months ending September 2026, Smirnoff’s share of searches among vodka brands in the United Kingdom peaked at 11.9% in June 2026 and was lowest at 6.3% in December 2025.
- Across the 12 months ending September 2026, Smirnoff fell from 4th to 5th among vodka brands in the United Kingdom.
How did search popularity change for United Kingdom vodka brands in September 2026?
6 changes
In September 2026, Belvedere overtook Smirnoff to rank 4th among vodka brands in the United Kingdom, with 8.9% of the searches.
In September 2026, Grey Goose gained share of searches among vodka brands in the United Kingdom, from 11.7% to 16.4%.
In September 2026, Absolut gained share of searches among vodka brands in the United Kingdom, from 7.8% to 10.9%.
In September 2026, Cîroc gained share of searches among vodka brands in the United Kingdom, from 3.5% to 4.9%.
In September 2026, Smirnoff gained share of searches among vodka brands in the United Kingdom, from 7.8% to 8.9%.
In September 2026, AU Vodka lost share of searches among vodka brands in the United Kingdom, from 58% to 44.6%.
How are Smirnoff’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Smirnoff’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
- smirnoff
Who owns Smirnoff?
Smirnoff is owned by 
Diageo. Brandwave also tracks 
Captain Morgan, Cîroc, 
Gordon's, 
Johnnie Walker, 
Talisker and 
Tanqueray, owned by the same company, in the United Kingdom.
Do you work for Smirnoff? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is Smirnoff your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.