Bundaberg Rum vs Captain Morgan:Which is more popular?
In September 2026, Captain Morgan had more branded searches than Bundaberg Rum among spiced rum brands worldwide. Captain Morgan had about 44,100 branded searches, while Bundaberg Rum had 520. Captain Morgan made up 59.4% of all spiced rum brand searches we track, and Bundaberg Rum accounted for 0.7%. When we asked ChatGPT and Google AI Overviews about spiced rum brands, Captain Morgan appeared in all five answers and Bundaberg Rum in none.
Who do people search for more?
Captain Morgan, about 85 searches for every 1 for Bundaberg Rum
Who does AI mention more?
Captain Morgan, mentioned in every answer we collected
Who does AI recommend more?
Captain Morgan, the only one of the two named
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Top spiced rum brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Captain Morgan appeared in all five answers. Bundaberg Rum did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Captain Morgan5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Bacardi1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Foursquare Rum1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Havana Club0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Bundaberg Rum0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about spiced rum brands
5 answers
Asked ChatGPT
“Which spiced rum brand should I buy?”
Asked ChatGPT
“What are the best spiced rum brands?”
Asked ChatGPT
“What's the best spiced rum brand for cocktails at home?”
Searched Google, AI Overview
“spiced rum brands”
Searched Google, AI Overview
“best spiced rum”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is Bundaberg Rum or Captain Morgan more popular in search?
This chart shows how often people search Google for Bundaberg Rum and Captain Morgan by name. Each line represents a brand's share of searches for all five spiced rum brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Captain Morgan, Bundaberg Rum. The figures are in the table below the chart.
View monthly share of searches table
| Month | Captain Morgan | Bacardi | Foursquare Rum | Havana Club | Bundaberg Rum |
|---|---|---|---|---|---|
| Oct 2025 | 64.3% | 31.7% | 1.2% | 2.1% | 0.67% |
| Nov 2025 | 66.6% | 29.1% | 1.2% | 2.3% | 0.92% |
| Dec 2025 | 62.3% | 32.9% | 2.1% | 1.9% | 0.81% |
| Jan 2026 | 59.6% | 35.4% | 2.1% | 2.1% | 0.74% |
| Feb 2026 | 57.9% | 36.8% | 2.9% | 1.9% | 0.48% |
| Mar 2026 | 62.7% | 32.6% | 2.4% | 1.7% | 0.61% |
| Apr 2026 | 55.3% | 39.5% | 2.6% | 2% | 0.63% |
| May 2026 | 60.2% | 35.7% | 1.5% | 2% | 0.59% |
| Jun 2026 | 60.2% | 35.7% | 1.5% | 1.9% | 0.71% |
| Jul 2026 | 58.7% | 37.2% | 1.5% | 2% | 0.68% |
| Aug 2026 | 58.7% | 37.3% | 1.5% | 1.8% | 0.68% |
| Sep 2026 | 59.4% | 35.3% | 2.7% | 1.8% | 0.7% |
Captain Morgan sells other things too, so only its searches that name this product count here, like “captain morgan spiced”.
How has the Bundaberg Rum and Captain Morgan comparison changed over the last 12 months?
3 findings
- Captain Morgan was ahead of Bundaberg Rum in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Bundaberg Rum’s share of searches among spiced rum brands worldwide moved from 0.67% to 0.7%, and its estimated monthly branded searches moved from 550 to 520.
- Across the 12 months ending September 2026, Captain Morgan’s share of searches among spiced rum brands worldwide moved from 64.3% to 59.4%, and its estimated monthly branded searches moved from 53.1K to 44.1K.
How did search popularity change for spiced rum brands worldwide in September 2026?
1 change
In September 2026, Captain Morgan gained share of searches among spiced rum brands worldwide, from 58.7% to 59.4%.
How are branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Bundaberg Rum’s and Captain Morgan’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Bundaberg Rum
2 branded search terms
- bundaberg spiced
- bundaberg spiced rum
Captain Morgan
2 branded search terms
- captain morgan spiced
- captain morgan spiced rum
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