How popular isSmirnoff?
In September 2026, people searched for Smirnoff by name about 3,600 times in the United States, an 18.2% decrease from the previous year. These searches made up 1.3% of all United States hard seltzer brand searches, placing Smirnoff eighth out of nine brands. When we asked both ChatGPT and Google AI Overviews about hard seltzer brands, Smirnoff did not appear in any of the answers.
Smirnoff is the eighth most searched of 9 competitors and not listed in any AI answer.
- NÜTRLShare of searches 47.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
White ClawShare of searches 38.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
High NoonShare of searches 4.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
TrulyShare of searches 3.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
SmirnoffShare of searches 1.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top hard seltzer brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Smirnoff did not appear in any of the five answers.
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.
- White Claw5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- High Noon5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Truly4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- NÜTRL3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Vizzy2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Bud Light Seltzer0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Michelob Ultra Seltzer0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Smirnoff0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Corona0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about hard seltzer brands
5 answers
Asked ChatGPT
“Which hard seltzer brand should I buy in the US?”
Asked ChatGPT
“What are the best hard seltzer brands in the US?”
Asked ChatGPT
“What's the best hard seltzer brand in the US for a summer party?”
Searched Google, AI Overview
“hard seltzer”
Searched Google, AI Overview
“best hard seltzer”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United States on October 22, 2026.
Which hard seltzer brands compete with Smirnoff?
Share of searches by month for NÜTRL, White Claw, High Noon, Truly, Vizzy, Smirnoff. The figures are in the table below the chart.
View monthly share of searches table
| Month | NÜTRL | White Claw | High Noon | Truly | Vizzy | Bud Light Seltzer | Michelob Ultra Seltzer | Smirnoff | Corona |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 39.4% | 39.4% | 5.9% | 7.2% | 2.9% | 2.4% | 1% | 1.6% | 0.11% |
| Nov 2025 | 40.3% | 40.3% | 6% | 4.9% | 3.6% | 2.4% | 1.1% | 1.3% | 0.12% |
| Dec 2025 | 39.8% | 39.8% | 5.6% | 5.5% | 4.4% | 2.4% | 0.83% | 1.6% | 0.21% |
| Jan 2026 | 44.4% | 36.5% | 5.9% | 5% | 4% | 2.2% | 0.77% | 0.97% | 0.16% |
| Feb 2026 | 45.3% | 37.1% | 4.5% | 4% | 4.1% | 2.2% | 1.2% | 1.5% | 0.13% |
| Mar 2026 | 45.3% | 37.3% | 4.5% | 4.5% | 3.3% | 2.2% | 1.2% | 1.5% | 0.16% |
| Apr 2026 | 41.7% | 41.7% | 4.1% | 3.7% | 3.1% | 3.1% | 1.1% | 1.4% | 0.18% |
| May 2026 | 36.2% | 44.4% | 6.6% | 4.8% | 2.7% | 2.2% | 1.4% | 1.4% | 0.16% |
| Jun 2026 | 33.2% | 40.7% | 12.4% | 6.1% | 2.4% | 2% | 1.6% | 1.3% | 0.14% |
| Jul 2026 | 32.3% | 39.7% | 14.3% | 5.9% | 2.4% | 1.9% | 1.9% | 1.3% | 0.17% |
| Aug 2026 | 43% | 35% | 11.2% | 4.3% | 2.1% | 1.7% | 1.4% | 1.1% | 0.15% |
| Sep 2026 | 47.3% | 38.5% | 4.2% | 3.1% | 2.3% | 1.9% | 1.3% | 1.3% | 0.14% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 47.3% | 135K | 0% | +4.3 points | |
| 2, held 2nd | 38.5% | 110K | 0% | +3.5 points | |
| 3, held 3rd | 4.2% | 12K | -65.9% | -7 points | |
| 4, held 4th | 3.1% | 8.8K | -34.8% | -1.2 points | |
| 5, held 5th | 2.3% | 6.6K | 0% | +0.2 points | |
| 6, held 6th | 1.9% | 5.4K | 0% | +0.2 points | |
| 7, held 7th | 1.3% | 3.6K | -18.2% | -0.1 points | |
| 8, held 8th | 1.3% | 3.6K | 0% | +0.1 points | |
| 9, held 9th | 0.14% | 390 | -18.8% | 0 points |
1.NÜTRL
47.3%
Held 1st. 135K estimated branded searches, 0% vs prior month. Share +4.3 points.
38.5%
Held 2nd. 110K estimated branded searches, 0% vs prior month. Share +3.5 points.
4.2%
Held 3rd. 12K estimated branded searches, -65.9% vs prior month. Share -7 points.
4.
Truly3.1%
Held 4th. 8.8K estimated branded searches, -34.8% vs prior month. Share -1.2 points.
5.Vizzy
2.3%
Held 5th. 6.6K estimated branded searches, 0% vs prior month. Share +0.2 points.
1.9%
Held 6th. 5.4K estimated branded searches, 0% vs prior month. Share +0.2 points.
1.3%
Held 7th. 3.6K estimated branded searches, -18.2% vs prior month. Share -0.1 points.
8.
Smirnoff1.3%
Held 8th. 3.6K estimated branded searches, 0% vs prior month. Share +0.1 points.
9.
Corona0.14%
Held 9th. 390 estimated branded searches, -18.8% vs prior month. Share 0 points.
Compare popularity between Smirnoff and its closest rivals
Every comparison with Smirnoff
8 comparisons
How has branded search demand for Smirnoff changed in the United States over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Smirnoff in the United States fell from 4.4K to 3.6K.
- Across the 12 months ending September 2026, Smirnoff fell from 7th to 8th among hard seltzer brands in the United States.
How did search popularity change for United States hard seltzer brands in September 2026?
6 changes
In September 2026, NÜTRL gained share of searches among hard seltzer brands in the United States, from 43% to 47.3%.
In September 2026, White Claw gained share of searches among hard seltzer brands in the United States, from 35% to 38.5%.
In September 2026, High Noon lost share of searches among hard seltzer brands in the United States, from 11.2% to 4.2%.
In September 2026, Truly lost share of searches among hard seltzer brands in the United States, from 4.3% to 3.1%.
Estimated monthly branded searches for Michelob Ultra Seltzer in the United States rose 24.1% over 12 measured months, from 2.9K to 3.6K in September 2026.
Estimated monthly branded searches for Corona in the United States rose 21.9% over 12 measured months, from 320 to 390 in September 2026.
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 seltzer
Who owns Smirnoff?
Smirnoff is owned by 
Diageo. Brandwave does not track any other brands owned by Diageo.
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.