Rum brands:Which are searched most?
In September 2026, Bacardi was the most searched among rum brands worldwide, with an estimated 673K branded searches and 51.3% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.
Bacardi51.3%Captain Morgan28%
Havana Club10.3%
Malibu8.4%Sailor Jerry2.1%
Kraken—
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Share of SearchLeaderboard
Compare the rum brands people buy. 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.
Share of Search by month for Bacardi, Captain Morgan, Havana Club, Malibu, Sailor Jerry. The figures are in the table below the chart.
View monthly share of search table
| Month | Bacardi | Captain Morgan | Havana Club | Malibu | Sailor Jerry | Kraken |
|---|---|---|---|---|---|---|
| Oct 2025 | 53% | 23.7% | 10.6% | 10.6% | 2.1% | — |
| Nov 2025 | 54% | 24.1% | 10.8% | 8.9% | 2.2% | — |
| Dec 2025 | 58.8% | 21.7% | 9.7% | 7.9% | 2% | — |
| Jan 2026 | 56.5% | 20.7% | 11.3% | 9.3% | 2.3% | — |
| Feb 2026 | 54% | 24.2% | 10.8% | 8.8% | 2.2% | — |
| Mar 2026 | 56.5% | 20.7% | 11.3% | 9.3% | 2.3% | — |
| Apr 2026 | 54% | 24.1% | 10.8% | 8.9% | 2.2% | — |
| May 2026 | 53% | 23.7% | 10.6% | 10.6% | 2.1% | — |
| Jun 2026 | 54% | 24.1% | 8.9% | 10.8% | 2.2% | — |
| Jul 2026 | 53% | 23.7% | 10.6% | 10.6% | 2.1% | — |
| Aug 2026 | 54% | 24.1% | 10.8% | 8.9% | 2.2% | — |
| Sep 2026 | 51.3% | 28% | 10.3% | 8.4% | 2.1% | — |
This month’s ranking, September 2026
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 51.3% | 673K | -18.2% | -2.7 points | |
| 2, held 2nd | 28% | 368K | 0% | +3.9 points | |
| 3, held 3rd | 10.3% | 135K | -18.2% | -0.5 points | |
| 4, held 4th | 8.4% | 110K | -18.5% | -0.5 points | |
| 5, held 5th | 2.1% | 27.1K | -18.1% | -0.1 points | |
| —, not measured this month | — | — | — | — |
1.
Bacardi51.3%
Held 1st. 673K estimated branded searches, -18.2% vs prior month. Share -2.7 points.
28%
Held 2nd. 368K estimated branded searches, 0% vs prior month. Share +3.9 points.
10.3%
Held 3rd. 135K estimated branded searches, -18.2% vs prior month. Share -0.5 points.
4.
Malibu8.4%
Held 4th. 110K estimated branded searches, -18.5% vs prior month. Share -0.5 points.
2.1%
Held 5th. 27.1K estimated branded searches, -18.1% vs prior month. Share -0.1 points.
—.
Kraken—
Not measured this month. — estimated branded searches, — vs prior month. Share —.
Compare search popularity between leading brands
- Bacardi vs Havana Club: compare search popularity
- Bacardi vs Malibu: compare search popularity
- Captain Morgan vs Havana Club: compare search popularity
- Captain Morgan vs Malibu: compare search popularity
- Havana Club vs Malibu: compare search popularity
- Compare any of these brands
Which brand is most popular in search among rum brands worldwide?
5 brands
In September 2026, Bacardi was the most searched among rum brands worldwide, with an estimated 673K branded searches and 51.3% estimated Share of Search within this set. Captain Morgan is in 2nd place, 23.2 percentage points behind at 28% Share of Search.
| Brand | Share of Search | Peak | Low | Rank |
|---|---|---|---|---|
| Bacardi | 53% → 51.3% | 58.8%Dec 2025 | 51.3%Sep 2026 | 1st |
| Captain Morgan | 23.7% → 28% | 28%Sep 2026 | 20.7%Jan 2026 | 2nd |
| Havana Club | 10.6% → 10.3% | 11.3%Jan 2026 | 8.9%Jun 2026 | 3rd |
| Malibu | 10.6% → 8.4% | 10.8%Jun 2026 | 7.9%Dec 2025 | 4th |
| Sailor Jerry | 2.1% | 2.3%Jan 2026 | 2%Dec 2025 | 5th |
Each finding as a sentence
- Across the 12 months ending September 2026, Bacardi’s estimated Share of Search among rum brands worldwide decreased from 53% to 51.3%.
- Across the 12 months ending September 2026, Captain Morgan’s estimated Share of Search among rum brands worldwide increased from 23.7% to 28%.
- Across the 12 months ending September 2026, Malibu’s estimated Share of Search among rum brands worldwide decreased from 10.6% to 8.4%.
- Across the 12 months ending September 2026, Bacardi’s estimated Share of Search among rum brands worldwide peaked at 58.8% in December 2025 and was lowest at 51.3% in September 2026.
- Across the 12 months ending September 2026, Captain Morgan’s estimated Share of Search among rum brands worldwide peaked at 28% in September 2026 and was lowest at 20.7% in January 2026.
- Across the 12 months ending September 2026, Havana Club’s estimated Share of Search among rum brands worldwide peaked at 11.3% in January 2026 and was lowest at 8.9% in June 2026.
- Across the 12 months ending September 2026, Malibu’s estimated Share of Search among rum brands worldwide peaked at 10.8% in June 2026 and was lowest at 7.9% in December 2025.
- Across the 12 months ending September 2026, Havana Club, Sailor Jerry and Kraken held steady: their estimated Share of Search among rum brands worldwide each moved less than 0.5 percentage points.
How did search popularity change for rum brands worldwide in September 2026?
5 changes
In September 2026, Captain Morgan gained estimated Share of Search among rum brands worldwide, from 24.1% to 28%.
In September 2026, Bacardi lost estimated Share of Search among rum brands worldwide, from 54% to 51.3%.
In September 2026, Havana Club lost estimated Share of Search among rum brands worldwide, from 10.8% to 10.3%.
Malibu’s estimated Share of Search among rum brands worldwide has lost ground for 3 months in a row, from 10.8% to 8.4% in September 2026.
Estimated monthly branded searches for Sailor Jerry worldwide fell 18.1% over 12 measured months, from 33.1K to 27.1K in September 2026.
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