Absolut vs Smirnoff:Which is more popular?
In September 2026, Absolut had more branded searches than Smirnoff among vodka brands in the United Kingdom. Absolut had about 14,800 branded searches, while Smirnoff had 12,100. Absolut made up 10.9% of all vodka brand searches we track, and Smirnoff accounted for 8.9%. When we asked ChatGPT and Google AI Overviews about vodka brands, Absolut appeared in four of the five answers and Smirnoff in three. Absolut was mentioned before Smirnoff in three out of four answers that named either.
Who do people search for more?
Absolut, about 22% more searches than Smirnoff
Who does AI mention more?
Absolut, mentioned in 4 of 5 answers, Smirnoff in 3
Who does AI recommend more?
Absolut, named ahead of Smirnoff in 3 of 4 answers
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Top vodka brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Absolut was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Smirnoff was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Absolut was listed before Smirnoff in three out of four answers that named either.
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.
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 eight vodka brands we track, month by month, from searches in United Kingdom.
Share of searches by month for Absolut, Smirnoff. 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% |
How has the Absolut and Smirnoff comparison changed over the last 12 months?
3 findings
- Absolut was ahead of Smirnoff 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 the United Kingdom moved from 10.8% to 10.9%, and its estimated monthly branded searches moved from 18.1K to 14.8K.
- Across the 12 months ending September 2026, Smirnoff’s share of searches among vodka brands in the United Kingdom moved from 10.8% to 8.9%, and its estimated monthly branded searches moved from 18.1K to 12.1K.
How did search popularity change for United Kingdom vodka brands in September 2026?
3 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, Absolut gained share of searches among vodka brands in the United Kingdom, from 7.8% to 10.9%.
In September 2026, Smirnoff gained share of searches among vodka brands in the United Kingdom, from 7.8% to 8.9%.
How are branded searches counted?
2 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.
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