How popular isCaptain Morgan in search?

In September 2026, there were an estimated 368K branded searches for Captain Morgan worldwide which held steady over the last 12 months. Captain Morgan holds 4.3% estimated Share of Search among black brands worldwide and is ranked 3rd of 4 competitors for search popularity. These are worldwide searches for English-language branded terms.

Follow Captain Morgan and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Which black brands compete with Captain Morgan?

Captain Morgan against black brands worldwide, by month

Month	Pokémon	Bacardi	Captain Morgan	Malibu
Oct 2025	81.9%	11%	4.9%	2.2%
Nov 2025	82.2%	11.1%	4.9%	1.8%
Dec 2025	76.9%	15.3%	5.7%	2.1%
Jan 2026	82.9%	11.2%	4.1%	1.8%
Feb 2026	87.3%	7.9%	3.5%	1.3%
Mar 2026	87.9%	7.9%	2.9%	1.3%
Apr 2026	84.9%	9.3%	4.2%	1.5%
May 2026	84.7%	9.3%	4.2%	1.9%
Jun 2026	81.9%	11%	4.9%	2.2%
Jul 2026	81.9%	11%	4.9%	2.2%
Aug 2026	84.9%	9.3%	4.2%	1.5%
Sep 2026	86.7%	7.8%	4.3%	1.3%

Rank	Brand	Share of Search	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Pokémon	86.7%	7.5M	0%	+1.7 points
2, held 2nd	Bacardi	7.8%	673K	-18.2%	-1.5 points
3, held 3rd	Captain Morgan Diageo	4.3%	368K	0%	+0.1 points
4, held 4th	Malibu	1.3%	110K	-18.5%	-0.3 points

1.Pokémon
86.7%
Held 1st. 7.5M estimated branded searches, 0% vs prior month. Share +1.7 points.
2.Bacardi
7.8%
Held 2nd. 673K estimated branded searches, -18.2% vs prior month. Share -1.5 points.
3.Captain Morgan
4.3%
Held 3rd. 368K estimated branded searches, 0% vs prior month. Share +0.1 points.
4.Malibu
1.3%
Held 4th. 110K estimated branded searches, -18.5% vs prior month. Share -0.3 points.

Compare search popularity between Captain Morgan and its closest rivals

Every comparison with Captain Morgan

18 comparisons

How has branded search demand for Captain Morgan changed worldwide over the last 12 months?

3 findings

Across the 12 months ending September 2026, estimated monthly branded searches for Captain Morgan worldwide held steady at 368K.
Across the 12 months ending September 2026, Captain Morgan’s estimated Share of Search among black brands worldwide decreased from 4.9% to 4.3%.
Across the 12 months ending September 2026, Captain Morgan’s estimated Share of Search among black brands worldwide peaked at 5.7% in December 2025 and was lowest at 2.9% in March 2026.

How did search popularity change for black brands worldwide in September 2026?

3 changes

In September 2026, Pokémon gained estimated Share of Search among black brands worldwide, from 84.9% to 86.7%.
In September 2026, Bacardi lost estimated Share of Search among black brands worldwide, from 9.3% to 7.8%.
Estimated monthly branded searches for Malibu worldwide fell 33.3% over 12 measured months, from 165K to 110K in September 2026.

Where does Captain Morgan compete?

Captain Morgan is ranked in five competitor sets. Each share is worked out among that set's brands, so it differs from set to set.

Competitor set	Rank	Share of Search	Ranking
Gold brands	3rd of 5	4.2%	Show ranking
Black brands	3rd of 4	4.3%	Shown above
Flavors brands	6th of 8	4.6%	Show ranking
Rum brands	3rd of 6	14.5%	Show ranking
Spiced Rum brands	2nd of 6	27.4%	Show ranking

How is Captain Morgan measured?

Brandwave collects information about searches that people make online using Captain Morgan’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.

1 branded search term