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 24.9% estimated Share of Search among rum brands worldwide and is ranked 2nd of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.
Bacardi45.5%Captain Morgan24.9%
Kraken11.2%
Havana Club9.1%
Malibu7.4%Sailor Jerry1.8%
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Which rum brands compete with Captain Morgan?
Share of Search by month for Bacardi, Captain Morgan, Kraken, Havana Club, Malibu. The figures are in the table below the chart.
View monthly share of search table
| Month | Bacardi | Captain Morgan | Kraken | Havana Club | Malibu | Sailor Jerry |
|---|---|---|---|---|---|---|
| Oct 2025 | 47.9% | 21.4% | 9.6% | 9.6% | 9.6% | 1.9% |
| Nov 2025 | 47.7% | 21.3% | 11.7% | 9.6% | 7.8% | 1.9% |
| Dec 2025 | 51.3% | 18.9% | 12.7% | 8.5% | 6.9% | 1.7% |
| Jan 2026 | 50.7% | 18.6% | 10.2% | 10.2% | 8.3% | 2% |
| Feb 2026 | 48.7% | 21.8% | 9.8% | 9.8% | 8% | 2% |
| Mar 2026 | 51.7% | 18.9% | 8.5% | 10.4% | 8.5% | 2.1% |
| Apr 2026 | 49.6% | 22.2% | 8.1% | 9.9% | 8.1% | 2% |
| May 2026 | 46.9% | 21% | 11.5% | 9.4% | 9.4% | 1.9% |
| Jun 2026 | 48.7% | 21.8% | 9.8% | 8% | 9.8% | 2% |
| Jul 2026 | 47.9% | 21.4% | 9.6% | 9.6% | 9.6% | 1.9% |
| Aug 2026 | 48.7% | 21.8% | 9.8% | 9.8% | 8% | 2% |
| Sep 2026 | 45.5% | 24.9% | 11.2% | 9.1% | 7.4% | 1.8% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 45.5% | 673K | -18.2% | -3.2 points | |
| 2, held 2nd | 24.9% | 368K | 0% | +3.1 points | |
| 3, moved from 4th to 3rd | 11.2% | 165K | 0% | +1.4 pointsmoved from 4th to 3rd | |
| 4, moved from 3rd to 4th | 9.1% | 135K | -18.2% | -0.6 pointsmoved from 3rd to 4th | |
| 5, held 5th | 7.4% | 110K | -18.5% | -0.6 points | |
| 6, held 6th | 1.8% | 27.1K | -18.1% | -0.1 points |
1.
Bacardi45.5%
Held 1st. 673K estimated branded searches, -18.2% vs prior month. Share -3.2 points.
24.9%
Held 2nd. 368K estimated branded searches, 0% vs prior month. Share +3.1 points.
3.
Kraken11.2%
Moved from 4th to 3rd. 165K estimated branded searches, 0% vs prior month. Share +1.4 points.
9.1%
Moved from 3rd to 4th. 135K estimated branded searches, -18.2% vs prior month. Share -0.6 points.
5.
Malibu7.4%
Held 5th. 110K estimated branded searches, -18.5% vs prior month. Share -0.6 points.
1.8%
Held 6th. 27.1K estimated branded searches, -18.1% vs prior month. Share -0.1 points.
Compare search popularity between Captain Morgan and its closest rivals
- Captain Morgan vs Bacardi: compare search popularity
- Captain Morgan vs Kraken: compare search popularity
- Captain Morgan vs Havana Club: compare search popularity
- Captain Morgan vs Malibu: compare search popularity
- Compare Captain Morgan with any brand
Every comparison with Captain Morgan
7 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 rum brands worldwide increased from 21.4% to 24.9%.
- Across the 12 months ending September 2026, Captain Morgan’s estimated Share of Search among rum brands worldwide peaked at 24.9% in September 2026 and was lowest at 18.6% in January 2026.
How did search popularity change for rum brands worldwide in September 2026?
6 changes
In September 2026, Kraken overtook Havana Club to rank 3rd among rum brands worldwide, with 11.2% estimated Share of Search.
In September 2026, Captain Morgan gained estimated Share of Search among rum brands worldwide, from 21.8% to 24.9%.
In September 2026, Bacardi lost estimated Share of Search among rum brands worldwide, from 48.7% to 45.5%.
In September 2026, Havana Club lost estimated Share of Search among rum brands worldwide, from 9.8% to 9.1%.
In September 2026, Malibu lost estimated Share of Search among rum brands worldwide, from 8% to 7.4%.
Estimated monthly branded searches for Sailor Jerry worldwide fell 18.1% over 12 measured months, from 33.1K to 27.1K in September 2026.
Where does Captain Morgan compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Rum brands | 2nd of 6 | 24.9% | Shown above |
| Spiced rum brands | 2nd of 5 | 28.9% | 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
- captain morgan
Who owns Captain Morgan?
Captain Morgan is owned by 
Diageo. Brandwave also tracks 
Cîroc, 
Don Julio, 
Johnnie Walker, 
Ritual Zero Proof, 
Do you work for Captain Morgan? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is Captain Morgan your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.