Brandwave

Spiced rum brands:Which are searched most?

In September 2026, Bacardi was the most searched among spiced rum brands worldwide, with an estimated 673K branded searches and 52.8% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Bacardi52.8%
  2. Captain Morgan28.9%
  3. Havana Club10.6%
  4. Bundaberg7.1%
  5. Foursquare Rum0.67%

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Share of SearchLeaderboard

Compare the spiced 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 among spiced rum brands worldwide, by month

Share of Search by month for Bacardi, Captain Morgan, Havana Club, Bundaberg. The figures are in the table below the chart.

View monthly share of search table
MonthBacardiCaptain MorganHavana ClubBundabergFoursquare Rum
Oct 202556.7%25.3%11.4%6.2%0.43%
Nov 202556.6%25.3%11.3%6.2%0.52%
Dec 202561.2%22.6%10.1%5.5%0.64%
Jan 202659.3%21.7%11.9%6.5%0.57%
Feb 202655.7%24.9%11.2%7.5%0.68%
Mar 202657.5%21%11.5%9.4%0.49%
Apr 202656.6%25.3%11.3%6.2%0.56%
May 202655.8%24.9%11.2%7.5%0.62%
Jun 202657.6%25.7%9.4%6.3%0.92%
Jul 202655.8%24.9%11.2%7.5%0.62%
Aug 202655.8%25%11.2%7.5%0.52%
Sep 202652.8%28.9%10.6%7.1%0.67%

This month’s ranking, September 2026

  1. 1.Bacardi

    52.8%

    Held 1st. 673K estimated branded searches, -18.2% vs prior month. Share -3.1 points.

  2. 2.Captain Morgan

    28.9%

    Held 2nd. 368K estimated branded searches, 0% vs prior month. Share +3.9 points.

  3. 3.Havana Club

    10.6%

    Held 3rd. 135K estimated branded searches, -18.2% vs prior month. Share -0.6 points.

  4. 4.Bundaberg

    7.1%

    Held 4th. 90.5K estimated branded searches, -17.7% vs prior month. Share -0.4 points.

  5. 5.Foursquare Rum

    0.67%

    Held 5th. 8.5K estimated branded searches, +11.8% vs prior month. Share +0.2 points.

Compare search popularity between leading brands

Which brand is most popular in search among spiced rum brands worldwide?

In September 2026, Bacardi was the most searched among spiced rum brands worldwide, with an estimated 673K branded searches and 52.8% estimated Share of Search within this set. Captain Morgan is in 2nd place, 23.9 percentage points behind at 28.9% Share of Search.

Global spiced rum brands, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Bacardi56.7% → 52.8%61.2%Dec 202552.8%Sep 20261st
Captain Morgan25.3% → 28.9%28.9%Sep 202621%Mar 20262nd
Havana Club11.4% → 10.6%11.9%Jan 20269.4%Jun 20263rd
Bundaberg6.2% → 7.1%9.4%Mar 20265.5%Dec 20254th
Foursquare Rum0.43% → 0.67%0.92%Jun 20260.43%Oct 20255th

Each finding as a sentence

  • Across the 12 months ending September 2026, Bacardi’s estimated Share of Search among spiced rum brands worldwide decreased from 56.7% to 52.8%.
  • Across the 12 months ending September 2026, Captain Morgan’s estimated Share of Search among spiced rum brands worldwide increased from 25.3% to 28.9%.
  • Across the 12 months ending September 2026, Havana Club’s estimated Share of Search among spiced rum brands worldwide decreased from 11.4% to 10.6%.
  • Across the 12 months ending September 2026, Bundaberg’s estimated Share of Search among spiced rum brands worldwide increased from 6.2% to 7.1%.
  • Across the 12 months ending September 2026, Bacardi’s estimated Share of Search among spiced rum brands worldwide peaked at 61.2% in December 2025 and was lowest at 52.8% in September 2026.
  • Across the 12 months ending September 2026, Captain Morgan’s estimated Share of Search among spiced rum brands worldwide peaked at 28.9% in September 2026 and was lowest at 21% in March 2026.
  • Across the 12 months ending September 2026, Havana Club’s estimated Share of Search among spiced rum brands worldwide peaked at 11.9% in January 2026 and was lowest at 9.4% in June 2026.
  • Across the 12 months ending September 2026, Bundaberg’s estimated Share of Search among spiced rum brands worldwide peaked at 9.4% in March 2026 and was lowest at 5.5% in December 2025.
  • Across the 12 months ending September 2026, Foursquare Rum held steady: its estimated Share of Search among spiced rum brands worldwide moved less than 0.5 percentage points.

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

  1. In September 2026, Captain Morgan gained estimated Share of Search among spiced rum brands worldwide, from 25% to 28.9%.

  2. In September 2026, Bacardi lost estimated Share of Search among spiced rum brands worldwide, from 55.8% to 52.8%.

  3. In September 2026, Havana Club lost estimated Share of Search among spiced rum brands worldwide, from 11.2% to 10.6%.

  4. Estimated monthly branded searches for Foursquare Rum worldwide rose 35.4% over 12 measured months, from 6.3K to 8.5K in September 2026.

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