Brandwave

How popular isAppleton Estate?

In September 2026, people searched for Appleton Estate by name about 1,900 times in New Zealand, about the same as the previous year. These searches made up 15% of all New Zealand rum brand searches, placing Appleton Estate fourth out of nine brands. When we asked both ChatGPT and Google AI Overviews about rum brands, Appleton Estate appeared in all answers and was the most recommended of the nine.

Search and AI answers in September 2026

Appleton Estate is the fourth most searched of 9 competitors and the most recommended in AI answers.

  1. BacardiShare of searches 22.3%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  2. KrakenShare of searches 16.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. MalibuShare of searches 15.8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. Appleton EstateShare of searches 15%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  5. CorubaShare of searches 13.9%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th

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Top rum brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Appleton Estate appeared in all five answers. Appleton Estate is the most recommended of the nine.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Appleton Estate1st
  2. Diplomático Reserva Exclusiva2nd
  3. Havana Club3rd
  4. Bacardi4th
  5. Coruba5th
  6. Kraken–
  7. Malibu–
  8. Captain Morgan–
  9. Sailor Jerry–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Appleton Estate5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Diplomático Reserva Exclusiva4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Havana Club3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bacardi1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Coruba1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kraken0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Malibu0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Captain Morgan0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Sailor Jerry0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about rum brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which rum brands compete with Appleton Estate?

Appleton Estate against rum brands in New Zealand, by month

Share of searches by month for Bacardi, Kraken, Malibu, Appleton Estate, Coruba, Captain Morgan, Sailor Jerry, Havana Club. The figures are in the table below the chart.

View monthly share of searches table
MonthBacardiKrakenMalibuAppleton EstateCorubaCaptain MorganSailor JerryHavana ClubDiplomático Reserva Exclusiva
Oct 202523.5%14.9%16.3%16%11.7%8.9%5.1%3.2%0.42%
Nov 202526.1%14.4%16.2%15.6%11.5%7.9%4.9%3%0.4%
Dec 202527.8%14.6%18.6%15.5%9.6%6.6%4.5%2.5%0.31%
Jan 202624.5%12.8%19.4%13.4%10.7%9.1%5.7%3.8%0.43%
Feb 202625.7%12.4%17.9%13.1%11.1%9.7%5.6%4.2%0.33%
Mar 202624.2%11.6%16.4%16.5%11.8%9.5%6%3.6%0.41%
Apr 202622%16.1%16.4%14.4%14.1%8.4%4.7%3.5%0.27%
May 202621%17.2%15.2%13.4%14.6%9%5.2%4.1%0.33%
Jun 202621.3%18.2%15.7%14%13.5%8%5.5%3.4%0.43%
Jul 202621.1%15.2%15.5%20.2%12%8.4%4.6%2.6%0.37%
Aug 202623.4%15.7%15.1%16.9%12.6%8.6%4.4%3%0.3%
Sep 202622.3%16.5%15.8%15%13.9%9%5%2.1%0.39%

  1. 1.Bacardi

    22.3%

    Held 1st. 2.8K estimated branded searches, -8.4% vs prior month. Share -1 points.

  2. 2.Kraken

    16.5%

    Moved from 3rd to 2nd. 2.1K estimated branded searches, +0.48% vs prior month. Share +0.8 points.

  3. 3.Malibu

    15.8%

    Moved from 4th to 3rd. 2K estimated branded searches, 0% vs prior month. Share +0.7 points.

  4. 4.Appleton Estate

    15%

    Moved from 2nd to 4th. 1.9K estimated branded searches, -15.2% vs prior month. Share -1.9 points.

  5. 5.Coruba

    13.9%

    Held 5th. 1.8K estimated branded searches, +6% vs prior month. Share +1.3 points.

  6. 6.Captain Morgan

    9%

    Held 6th. 1.1K estimated branded searches, 0% vs prior month. Share +0.4 points.

  7. 7.Sailor Jerry

    5%

    Held 7th. 630 estimated branded searches, +8.6% vs prior month. Share +0.6 points.

  8. 8.Havana Club

    2.1%

    Held 8th. 270 estimated branded searches, -30.8% vs prior month. Share -0.8 points.

  9. 9.Diplomático Reserva Exclusiva

    0.39%

    Held 9th. 50 estimated branded searches, +25% vs prior month. Share +0.1 points.

Compare popularity between Appleton Estate and its closest rivals

Every comparison with Appleton Estate

7 comparisons

How has branded search demand for Appleton Estate changed in New Zealand over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Appleton Estate in New Zealand held steady at 1.9K.
  • Across the 12 months ending September 2026, Appleton Estate’s share of searches among rum brands in New Zealand decreased from 16% to 15%.
  • Across the 12 months ending September 2026, Appleton Estate’s share of searches among rum brands in New Zealand peaked at 20.2% in July 2026 and was lowest at 13.1% in February 2026.
  • Across the 12 months ending September 2026, Appleton Estate fell from 3rd to 4th among rum brands in New Zealand.

How did search popularity change for New Zealand rum brands in September 2026?

6 changes

  1. In September 2026, Kraken overtook Appleton Estate to rank 2nd among rum brands in New Zealand, with 16.5% of the searches.

  2. In September 2026, Malibu overtook Appleton Estate to rank 3rd among rum brands in New Zealand, with 15.8% of the searches.

  3. In September 2026, Coruba gained share of searches among rum brands in New Zealand, from 12.6% to 13.9%.

  4. In September 2026, Sailor Jerry gained share of searches among rum brands in New Zealand, from 4.4% to 5%.

  5. In September 2026, Appleton Estate lost share of searches among rum brands in New Zealand, from 16.9% to 15%.

  6. In September 2026, Bacardi lost share of searches among rum brands in New Zealand, from 23.4% to 22.3%.

How are Appleton Estate’s branded searches counted?

8 search terms

Brandwave collects information about searches that people make online using Appleton Estate’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • appleton estate
  • appleton estate rum
  • appleton estate signature
  • appleton estate signature rum
  • appleton rum
  • appleton signature
  • appleton signature rum
  • jamaican appleton rum

Do you work for Appleton Estate? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

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