Rum brands in Australia:Which are most popular?

Name: Rum brands in Australia: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Bundaberg Rum was the most searched rum brand in Australia, accounting for 40% of all searches among the nine brands we track. When we checked with ChatGPT and Google AI Overviews, Captain Morgan, Sailor Jerry, Diplomático and Havana Club were mentioned most often, in two of the five answers. Diplomático was recommended most often, coming first in two out of four responses that gave a list.

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Top rum brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Captain Morgan, Sailor Jerry, Diplomático and Havana Club were mentioned most often, in two of the five answers. Diplomático was recommended most often, coming first in two out of four answers that gave a list. Captain Morgan was second, and Kraken and Bacardi tied for third. Malibu, which ranked fifth in searches, was not mentioned at all.

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.

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Captain Morgan	Named in 1 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	2 of 5
Sailor Jerry	Named in 0 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	2 of 5
Diplomático	Named in 2 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	2 of 5
Havana Club	Named in 2 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	2 of 5
Bundaberg Rum	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Kraken	Named in 0 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	1 of 5
Bacardi	Named in 0 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	1 of 5
Malibu	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Beenleigh	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

Captain Morgan2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Sailor Jerry2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Diplomático2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Havana Club2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Bundaberg Rum1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Kraken1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Bacardi1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Malibu0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Beenleigh0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about rum brands

5 answers

Asked ChatGPT
“Which rum should I buy in Australia?”
1. 1Diplomático
2. 2Captain Morgan
Asked ChatGPT
“What are the best rum brands?”
Asked ChatGPT
“What's the best rum for cocktails?”
1. 1Havana Club
Searched Google, AI Overview
“rum”
1. 1Bacardi
2. 2Sailor Jerry
Searched Google, AI Overview
“spiced rum”

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.

Which rum brands do people search for most?

This chart shows how often people search Google for each rum brand by name. Each line represents a brand's share of searches for all nine rum brands we track, month by month, from searches in Australia.

Share of searches among rum brands in Australia, by month

Month	Bundaberg Rum	Kraken	Bacardi	Captain Morgan	Malibu	Sailor Jerry	Beenleigh	Diplomático	Havana Club
Oct 2025	41.8%	15.6%	15.6%	10.4%	6.9%	3.8%	3%	1.6%	1.4%
Nov 2025	41.6%	15.5%	15.5%	10.3%	6.9%	3.8%	3%	1.6%	2%
Dec 2025	37.8%	17.2%	17.2%	9.4%	9.4%	3.4%	2.8%	1.2%	1.5%
Jan 2026	36.2%	17%	17%	9.3%	9.3%	4.1%	3.3%	1.5%	2.2%
Feb 2026	39.2%	14.6%	14.6%	11.9%	8%	5.3%	2.9%	1.6%	1.9%
Mar 2026	40.1%	15.5%	15.5%	12.6%	6.9%	3.6%	3.1%	1.4%	1.4%
Apr 2026	38.9%	17.7%	14.5%	11.8%	7.9%	3.4%	2.9%	1.3%	1.6%
May 2026	36.2%	24.7%	13.5%	11%	6%	3.2%	2.7%	1.2%	1.5%
Jun 2026	36.4%	24.8%	13.6%	11.1%	6%	3.2%	2.2%	1.5%	1.2%
Jul 2026	41.2%	19.3%	12.9%	10.5%	7%	3.8%	2.6%	1.2%	1.4%
Aug 2026	39.8%	22.2%	12.1%	9.9%	6.6%	3.6%	2.8%	1.5%	1.5%
Sep 2026	40%	18.2%	14.9%	9.9%	8.1%	3.6%	2.4%	1.5%	1.3%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Bundaberg Rum Diageo	40%	26.6K	0%	+0.2 points
2, held 2nd	Kraken	18.2%	12.1K	-18.2%	-4 points
3, held 3rd	Bacardi	14.9%	9.9K	+22.2%	+2.8 points
4, held 4th	Captain Morgan Diageo	9.9%	6.6K	0%	0 points
5, held 5th	Malibu	8.1%	5.4K	+22.7%	+1.5 points
6, held 6th	Sailor Jerry	3.6%	2.4K	0%	0 points
7, held 7th	Beenleigh	2.4%	1.6K	-15.8%	-0.4 points
8, held 8th	Diplomático	1.5%	1K	0%	0 points
9, held 9th	Havana Club	1.3%	880	-12%	-0.2 points

1.Bundaberg Rum
40%
Held 1st. 26.6K estimated branded searches, 0% vs prior month. Share +0.2 points.
2.Kraken
18.2%
Held 2nd. 12.1K estimated branded searches, -18.2% vs prior month. Share -4 points.
3.Bacardi
14.9%
Held 3rd. 9.9K estimated branded searches, +22.2% vs prior month. Share +2.8 points.
4.Captain Morgan
9.9%
Held 4th. 6.6K estimated branded searches, 0% vs prior month. Share 0 points.
5.Malibu
8.1%
Held 5th. 5.4K estimated branded searches, +22.7% vs prior month. Share +1.5 points.
6.Sailor Jerry
3.6%
Held 6th. 2.4K estimated branded searches, 0% vs prior month. Share 0 points.
7.Beenleigh
2.4%
Held 7th. 1.6K estimated branded searches, -15.8% vs prior month. Share -0.4 points.
8.Diplomático
1.5%
Held 8th. 1K estimated branded searches, 0% vs prior month. Share 0 points.
9.Havana Club
1.3%
Held 9th. 880 estimated branded searches, -12% vs prior month. Share -0.2 points.

Which brand is most popular in search among rum brands in Australia?

9 brands

In September 2026, Bundaberg Rum was the most searched among rum brands in Australia, with an estimated 26.6K branded searches, 40% of all searches for the nine we track. Kraken is in 2nd place, 21.8 percentage points behind at 18.2%.

Australia rum brands, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Bundaberg Rum	41.8% → 40%	41.8%Oct 2025	36.2%Jan 2026	1st
Kraken	15.6% → 18.2%	24.8%Jun 2026	14.6%Feb 2026	3rd → 2nd
Bacardi	15.6% → 14.9%	17.2%Dec 2025	12.1%Aug 2026	2nd → 3rd
Captain Morgan	10.4% → 9.9%	12.6%Mar 2026	9.3%Jan 2026	4th
Malibu	6.9% → 8.1%	9.4%Dec 2025	6%May 2026	5th
Sailor Jerry	3.8% → 3.6%	5.3%Feb 2026	3.2%May 2026	6th
Beenleigh	3% → 2.4%	3.3%Jan 2026	2.2%Jun 2026	7th
Diplomático	1.6% → 1.5%	1.6%Feb 2026	1.2%Jul 2026	8th
Havana Club	1.4% → 1.3%	2.2%Jan 2026	1.2%Jun 2026	9th

Each finding as a sentence

Across the 12 months ending September 2026, Bundaberg Rum’s share of searches among rum brands in Australia decreased from 41.8% to 40%.
Across the 12 months ending September 2026, Kraken’s share of searches among rum brands in Australia increased from 15.6% to 18.2%.
Across the 12 months ending September 2026, Bacardi’s share of searches among rum brands in Australia decreased from 15.6% to 14.9%.
Across the 12 months ending September 2026, Malibu’s share of searches among rum brands in Australia increased from 6.9% to 8.1%.
Across the 12 months ending September 2026, Beenleigh’s share of searches among rum brands in Australia decreased from 3% to 2.4%.
Across the 12 months ending September 2026, Bundaberg Rum’s share of searches among rum brands in Australia peaked at 41.8% in October 2025 and was lowest at 36.2% in January 2026.
Across the 12 months ending September 2026, Kraken’s share of searches among rum brands in Australia peaked at 24.8% in June 2026 and was lowest at 14.6% in February 2026.
Across the 12 months ending September 2026, Bacardi’s share of searches among rum brands in Australia peaked at 17.2% in December 2025 and was lowest at 12.1% in August 2026.
Across the 12 months ending September 2026, Captain Morgan’s share of searches among rum brands in Australia peaked at 12.6% in March 2026 and was lowest at 9.3% in January 2026.
Across the 12 months ending September 2026, Malibu’s share of searches among rum brands in Australia peaked at 9.4% in December 2025 and was lowest at 6% in May 2026.
Across the 12 months ending September 2026, Sailor Jerry’s share of searches among rum brands in Australia peaked at 5.3% in February 2026 and was lowest at 3.2% in May 2026.
Across the 12 months ending September 2026, Beenleigh’s share of searches among rum brands in Australia peaked at 3.3% in January 2026 and was lowest at 2.2% in June 2026.
Across the 12 months ending September 2026, Havana Club’s share of searches among rum brands in Australia peaked at 2.2% in January 2026 and was lowest at 1.2% in June 2026.
Across the 12 months ending September 2026, Kraken rose from 3rd to 2nd among rum brands in Australia.
Across the 12 months ending September 2026, Bacardi fell from 2nd to 3rd among rum brands in Australia.
Across the 12 months ending September 2026, Captain Morgan, Sailor Jerry, Diplomático and Havana Club held steady: their share of searches among rum brands in Australia each moved less than 0.5 percentage points.

How did search popularity change for Australia rum brands in September 2026?

4 changes

In September 2026, Bacardi gained share of searches among rum brands in Australia, from 12.1% to 14.9%.
In September 2026, Malibu gained share of searches among rum brands in Australia, from 6.6% to 8.1%.
In September 2026, Kraken lost share of searches among rum brands in Australia, from 22.2% to 18.2%.
Estimated monthly branded searches for Beenleigh in Australia fell 15.8% over 12 measured months, from 1.9K to 1.6K in September 2026.

How are branded searches counted for rum brands?

10 search terms

Each brand's share of searches among rum brands comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.