Captain Morgan vs Malibu:Which is searched more?
In September 2026, Captain Morgan had more branded searches than Malibu among rum brands worldwide. Captain Morgan was estimated to have 368K branded searches compared to Malibu’s 110K, and held a 24.9% Share of Search versus Malibu’s 7.4%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Captain Morgan or Malibu?
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 Captain Morgan, 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% |
How has the Captain Morgan and Malibu comparison changed over the last 12 months?
3 findings
- Captain Morgan was ahead of Malibu in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Captain Morgan’s estimated Share of Search among rum brands worldwide moved from 21.4% to 24.9%, and its estimated monthly branded searches held steady at 368K.
- Across the 12 months ending September 2026, Malibu’s estimated Share of Search among rum brands worldwide moved from 9.6% to 7.4%, and its estimated monthly branded searches moved from 165K to 110K.
How did search popularity change for rum brands worldwide in September 2026?
2 changes
In September 2026, Captain Morgan gained estimated Share of Search among rum brands worldwide, from 21.8% to 24.9%.
In September 2026, Malibu lost estimated Share of Search among rum brands worldwide, from 8% to 7.4%.
Other head-to-heads among rum brands
How each brand is measured
Brandwave collects information about searches that people make online using Captain Morgan’s and Malibu’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.
Captain Morgan
1 branded search term
- captain morgan
Malibu
1 branded search term
- malibu rum
Put your own brand in this comparison
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