--- title: "Bacardi vs Captain Morgan: Which is searched more in Australia?" description: "Is Bacardi or Captain Morgan more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Rum brands set in Australia. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/au/compare/bacardi-vs-captain-morgan" publisher: "Brandwave" --- # Bacardi vs Captain Morgan: Which is searched more in Australia? Is Bacardi or Captain Morgan more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Rum brands set in Australia. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: Bacardi and Captain Morgan - **Competitive set**: Rum brands - **Market**: Australia - **Month measured**: Sep 2026 - **Bacardi Share of Search**: 14.9% - **Captain Morgan Share of Search**: 9.9% ## Is Bacardi or Captain Morgan more popular in search? - In September 2026, Bacardi had more branded searches than Captain Morgan among rum brands in Australia. Bacardi had about 9,900 branded searches, while Captain Morgan had 6,600. Bacardi made up 14.9% of all rum brand searches we track, and Captain Morgan accounted for 9.9%. - Bacardi was ahead of Captain Morgan in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Bacardi’s share of searches among rum brands in Australia moved from 15.6% to 14.9%, and its estimated monthly branded searches held steady at 9.9K. - Across the 12 months ending September 2026, Captain Morgan’s share of searches among rum brands in Australia moved from 10.4% to 9.9%, and its estimated monthly branded searches held steady at 6.6K. ## Top rum brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Captain Morgan was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Bacardi was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Captain Morgan was listed before Bacardi in two out of three answers that named either. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Diplomático | 1st | 2 of 3 | 0 of 2 | 2 of 5 | | Captain Morgan | 2nd | 1 of 3 | 1 of 2 | 2 of 5 | | Kraken | 3rd | 0 of 3 | 1 of 2 | 1 of 5 | | Bacardi | 3rd | 0 of 3 | 1 of 2 | 1 of 5 | | Sailor Jerry | 5th | 0 of 3 | 2 of 2 | 2 of 5 | | Havana Club | 6th | 2 of 3 | 0 of 2 | 2 of 5 | | Bundaberg Rum | 7th | 1 of 3 | 0 of 2 | 1 of 5 | | Malibu | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Beenleigh | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about rum brands - Asked ChatGPT "Which rum should I buy in Australia?": 1. Diplomático, 2. Captain Morgan - Asked ChatGPT "What are the best rum brands?": 1. Diplomático, 2. Havana Club, 3. Bundaberg Rum - Asked ChatGPT "What's the best rum for cocktails?": 1. Havana Club - Searched Google, AI Overview "rum": 1. Bacardi, 2. Sailor Jerry - Searched Google, AI Overview "spiced rum": 1. Kraken, 2. Captain Morgan, 3. Sailor Jerry Not named in any answer: Malibu and Beenleigh. Brands are listed in the order each answer named them. The answers were collected in Australia on October 26, 2026. ## How did search popularity change for Australia rum brands in September 2026? - In September 2026, Bacardi gained share of searches among rum brands in Australia, from 12.1% to 14.9%. ## Month by month | Month | Bacardi estimated searches | Bacardi Share of Search | Bacardi rank | Captain Morgan estimated searches | Captain Morgan Share of Search | Captain Morgan rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 9.9K | 15.6% | 2 | 6.6K | 10.4% | 4 | | Nov 2025 | 9.9K | 15.5% | 2 | 6.6K | 10.3% | 4 | | Dec 2025 | 18.1K | 17.2% | 2 | 9.9K | 9.4% | 4 | | Jan 2026 | 9.9K | 17% | 2 | 5.4K | 9.3% | 4 | | Feb 2026 | 6.6K | 14.6% | 2 | 5.4K | 11.9% | 4 | | Mar 2026 | 8.1K | 15.5% | 2 | 6.6K | 12.6% | 4 | | Apr 2026 | 8.1K | 14.5% | 3 | 6.6K | 11.8% | 4 | | May 2026 | 8.1K | 13.5% | 3 | 6.6K | 11% | 4 | | Jun 2026 | 8.1K | 13.6% | 3 | 6.6K | 11.1% | 4 | | Jul 2026 | 8.1K | 12.9% | 3 | 6.6K | 10.5% | 4 | | Aug 2026 | 8.1K | 12.1% | 3 | 6.6K | 9.9% | 4 | | Sep 2026 | 9.9K | 14.9% | 3 | 6.6K | 9.9% | 4 | ## How each brand is measured Brandwave collects information about searches that people make online using Bacardi’s and Captain Morgan’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. - **Bacardi**: Measured on the search term “bacardi”. - **Captain Morgan**: Measured on the search term “captain morgan”. - [Bacardi profile](/demand/au/brands/bacardi) - [Captain Morgan profile](/demand/au/brands/captain-morgan) - [All rum brands in Australia](/demand/au/categories/au-rum-brands): The set both shares are measured inside, 9 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Bacardi or Captain Morgan more popular in search? In September 2026, Bacardi had more branded searches than Captain Morgan among rum brands in Australia. Bacardi had about 9,900 branded searches, while Captain Morgan had 6,600. Bacardi made up 14.9% of all rum brand searches we track, and Captain Morgan accounted for 9.9%. ## Cite this page Brandwave. "Bacardi vs Captain Morgan: Which is searched more in Australia?". https://gobrandwave.com/demand/au/compare/bacardi-vs-captain-morgan This page is also available as HTML at https://gobrandwave.com/demand/au/compare/bacardi-vs-captain-morgan. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.