Which spirits brands do AI assistants recommend in United Kingdom? Q4 2026
In United Kingdom, AI assistants most often recommend Smirnoff, Baileys and Jose Cuervo for spirits. Smirnoff is named by 5 of 5 assistants.
What the data says
Smirnoff (Diageo) is the spirits brand AI assistants recommend most in United Kingdom, taking 5% of all recommendation points across 5 assistants. Baileys follows with 5% and Jose Cuervo is third with 4.7%.
The top spot is close: only 0 points separate Smirnoff and Baileys, so a small change in how either brand is described online could flip the order.
Gemini puts Smirnoff first, while ChatGPT favours Jack Daniel’s, Claude favours Johnnie Walker, DeepSeek favours Johnnie Walker and Grok favours Johnnie Walker.
The top five brands hold 24% of recommendations out of 65 brands named in total, leaving room for challengers to break into AI shortlists.
| # | Brand | Owner | AI share | ChatGPT | Claude | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|---|
| 1 | Smirnoff | Diageo | 5% | 35 | 35 | 35 | 35 | 35 |
| 2 | Baileys | Diageo | 5% | 35 | 35 | 35 | 35 | 35 |
| 3 | Jose Cuervo | Becle | 4.7% | 25 | 35 | 35 | 35 | 35 |
| 4 | Hennessy | LVMH | 4.7% | 35 | 35 | 35 | 25 | 35 |
| 5 | Bacardi | Bacardi Limited | 4.4% | 25 | 35 | 35 | 25 | 35 |
| 6 | Captain Morgan | Diageo | 4.1% | 35 | 25 | 25 | 35 | 25 |
| 7 | Johnnie Walker | Diageo | 3.9% | 25 | 35 | 35 | 8 | 35 |
| 8 | Absolut | Pernod Ricard | 3.6% | 25 | 25 | 25 | 25 | 25 |
| 9 | Patrón | Bacardi Limited | 3.6% | 35 | 20 | 25 | 20 | 25 |
| 10 | Courvoisier | Beam Suntory | 3.6% | 25 | 20 | 20 | 35 | 25 |
| 11 | Tanqueray | Diageo | 3.1% | 25 | 25 | 20 | 20 | 20 |
| 12 | Gordon's | Diageo | 3% | – | 35 | – | 35 | 35 |
| 13 | Grey Goose | Bacardi Limited | 2.9% | 20 | 20 | 20 | 20 | 20 |
| 14 | Bombay Sapphire | Bacardi Limited | 2.7% | 20 | 12 | 25 | 25 | 12 |
| 15 | Rémy Martin | Rémy Cointreau | 2.2% | 20 | – | 25 | 12 | 20 |
| 16 | Don Julio | Diageo | 2.2% | 12 | 12 | 20 | 12 | 20 |
| 17 | Gordon’s | Diageo | 2% | 35 | – | 35 | – | – |
| 18 | Kahlúa | Pernod Ricard | 2% | 20 | – | 25 | – | 25 |
| 19 | Martell | Pernod Ricard | 1.9% | 12 | 12 | 12 | 20 | 12 |
| 20 | Beefeater | Pernod Ricard | 1.9% | 8 | 20 | 12 | – | 25 |
Questions about AI spirits recommendations
- Which spirits brand does ChatGPT recommend most in United Kingdom?
- ChatGPT recommends Jack Daniel’s most often for spirits in United Kingdom. Across all assistants, Smirnoff leads with 5% of recommendations.
- Which spirits brand is improving fastest in United Kingdom?
- Baileys has the strongest momentum among challengers: AI names it first in 5 of 5 answers where it appears, while holding 5% share. This is the first Q4 2026 reading; change over time will be shown from the next update.
- How is the ranking calculated?
- We ask each AI assistant the questions shoppers ask in each category and market, record the top five brands it names, and give 35, 25, 20, 12 and 8 points for positions one to five. Share is a brand's points divided by all points awarded.
Spirits: AI rankings by country
Covers: Brandy & Cognac, Gin, Liqueurs, Rum, Tequila, Vodka, Whiskey.
Method: each AI assistant is asked the shopper questions for every segment in the category and market; the top five brands named score 35, 25, 20, 12 and 8 points. Share is a brand's points divided by all points awarded. Rankings reflect AI answers, not sales.
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