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 27.4% estimated Share of Search among spiced Rum brands worldwide and is ranked 2nd of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

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Which spiced Rum brands compete with Captain Morgan?

Captain Morgan against spiced Rum brands worldwide, by month

Month	Bacardi	Captain Morgan	Havana Club	Bundaberg	Foursquare	Honey
Oct 2025	54.5%	24.4%	10.9%	6%	4%	0.19%
Nov 2025	54.5%	24.4%	10.9%	6%	4%	0.24%
Dec 2025	59.5%	22%	9.8%	5.4%	3%	0.4%
Jan 2026	56.9%	20.8%	11.4%	6.3%	4.2%	0.46%
Feb 2026	52.7%	23.6%	10.6%	7.1%	5.8%	0.23%
Mar 2026	53.5%	19.6%	10.7%	8.8%	7.2%	0.19%
Apr 2026	54%	24.1%	10.8%	5.9%	4.9%	0.24%
May 2026	53.4%	23.9%	10.7%	7.1%	4.8%	0.16%
Jun 2026	55.6%	24.9%	9.1%	6.1%	4.1%	0.13%
Jul 2026	54.2%	24.3%	10.9%	7.2%	3.3%	0.13%
Aug 2026	54.1%	24.2%	10.8%	7.2%	3.3%	0.36%
Sep 2026	50.1%	27.4%	10%	6.7%	5.5%	0.22%

Rank	Brand	Share of Search	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Bacardi	50.1%	673K	-18.2%	-4 points
2, held 2nd	Captain Morgan Diageo	27.4%	368K	0%	+3.2 points
3, held 3rd	Havana Club	10%	135K	-18.2%	-0.8 points
4, held 4th	Bundaberg	6.7%	90.5K	-17.7%	-0.5 points
5, held 5th	Foursquare	5.5%	74K	+49.5%	+2.3 points
6, held 6th	Honey	0.22%	2.9K	-46.3%	-0.1 points

1.Bacardi
50.1%
Held 1st. 673K estimated branded searches, -18.2% vs prior month. Share -4 points.
2.Captain Morgan
27.4%
Held 2nd. 368K estimated branded searches, 0% vs prior month. Share +3.2 points.
3.Havana Club
10%
Held 3rd. 135K estimated branded searches, -18.2% vs prior month. Share -0.8 points.
4.Bundaberg
6.7%
Held 4th. 90.5K estimated branded searches, -17.7% vs prior month. Share -0.5 points.
5.Foursquare
5.5%
Held 5th. 74K estimated branded searches, +49.5% vs prior month. Share +2.3 points.
6.Honey
0.22%
Held 6th. 2.9K estimated branded searches, -46.3% vs prior month. Share -0.1 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 spiced Rum brands worldwide increased from 24.4% to 27.4%.
Across the 12 months ending September 2026, Captain Morgan’s estimated Share of Search among spiced Rum brands worldwide peaked at 27.4% in September 2026 and was lowest at 19.6% in March 2026.

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

4 changes

In September 2026, Captain Morgan gained estimated Share of Search among spiced Rum brands worldwide, from 24.2% to 27.4%.
In September 2026, Foursquare gained estimated Share of Search among spiced Rum brands worldwide, from 3.3% to 5.5%.
In September 2026, Bacardi lost estimated Share of Search among spiced Rum brands worldwide, from 54.1% to 50.1%.
In September 2026, Havana Club lost estimated Share of Search among spiced Rum brands worldwide, from 10.8% to 10%.

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%	Show ranking
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%	Shown above

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