Diplomático vs Havana Club:Which is more popular?
In September 2026, Diplomático had more branded searches than Havana Club among rum brands in Australia. Diplomático had about 1,000 branded searches, while Havana Club had 880. Diplomático made up 1.5% of all rum brand searches we track, and Havana Club accounted for 1.3%. When we asked ChatGPT and Google AI Overviews about rum brands, Diplomático and Havana Club each appeared in two of the five answers. Diplomático was mentioned before Havana Club in every answer that named either.
Who do people search for more?
Diplomático, about 14% more searches than Havana Club
Who does AI mention more?
Both were mentioned in 2 of 5 answers.
Who does AI recommend more?
Diplomático, named ahead of Havana Club in 2 of 2 answers
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Top rum brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Diplomático and Havana Club were each mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Diplomático was listed before Havana Club in every answer that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Diplomático1st
Captain Morgan2nd
Kraken3rd
Bacardi3rd
Sailor Jerry5th
Havana Club6th
Bundaberg Rum7th
Malibu–
Beenleigh–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- 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?”
Asked ChatGPT
“What are the best rum brands?”
Asked ChatGPT
“What's the best rum for cocktails?”
Searched Google, AI Overview
“rum”
Searched Google, AI Overview
“spiced rum”
Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.
Is Diplomático or Havana Club more popular in search?
This chart shows how often people search Google for Diplomático and Havana Club 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 by month for Diplomático, Havana Club. The figures are in the table below the chart.
View monthly share of searches table
| 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% |
How has the Diplomático and Havana Club comparison changed over the last 12 months?
3 findings
- The lead changed hands 4 times in the 12 months ending September 2026: Havana Club took it in November 2025, Diplomático took it in June 2026, Havana Club took it in July 2026, Diplomático took it in September 2026.
- Across the 12 months ending September 2026, Diplomático’s share of searches among rum brands in Australia moved from 1.6% to 1.5%, and its estimated monthly branded searches held steady at 1K.
- Across the 12 months ending September 2026, Havana Club’s share of searches among rum brands in Australia moved from 1.4% to 1.3%, and its estimated monthly branded searches held steady at 880.
How did search popularity change for Australia rum brands in September 2026?
0 changes
Neither Diplomático nor Havana Club moved beyond provider rounding among rum brands in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Diplomático’s and Havana Club’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.
Diplomático
1 branded search term
- diplomatico
Havana Club
1 branded search term
- havana club
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