How popular isCaptain Morgan in search?
In August 2026, there were an estimated 1.9K branded searches for Captain Morgan in New Zealand which is up 12.7% over the last 11 months. Captain Morgan holds 17.3% estimated Share of Search among New Zealand rum brands and is ranked 4th of 5 competitors for search popularity.
Bacardi36.8%
Kraken20.6%
Malibu19.3%Captain Morgan17.3%
Sailor Jerry6%
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Which rum brands compete with Captain Morgan?
Share of Search by month for Bacardi, Kraken, Malibu, Captain Morgan, Sailor Jerry. The figures are in the table below the chart.
View monthly share of search table
| Month | Bacardi | Kraken | Malibu | Captain Morgan | Sailor Jerry |
|---|---|---|---|---|---|
| Oct 2025 | 35.2% | 19.1% | 21.7% | 17.2% | 6.9% |
| Nov 2025 | 38.9% | 18.1% | 21.4% | 15% | 6.6% |
| Dec 2025 | 39.7% | 18.5% | 23.4% | 12.4% | 6% |
| Jan 2026 | 36% | 16.2% | 24.6% | 15.7% | 7.5% |
| Feb 2026 | 38.6% | 15.2% | 21.9% | 17.3% | 7% |
| Mar 2026 | 37.8% | 14.7% | 21% | 18.5% | 8% |
| Apr 2026 | 34.7% | 20.9% | 21.2% | 16.5% | 6.8% |
| May 2026 | 34.9% | 22% | 18.9% | 17.4% | 6.8% |
| Jun 2026 | 33.2% | 22.7% | 18.9% | 17.7% | 7.5% |
| Jul 2026 | 35.4% | 19.4% | 18.9% | 20.1% | 6.2% |
| Aug 2026 | 36.8% | 20.6% | 19.3% | 17.3% | 6% |
| Sep 2026 | — | — | — | — | — |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 36.8% | 4.2K | -2.8% | +1.4 points | |
| 2, moved from 3rd to 2nd | 20.6% | 2.3K | -0.85% | +1.2 pointsmoved from 3rd to 2nd | |
| 3, moved from 4th to 3rd | 19.3% | 2.2K | -4.4% | +0.4 pointsmoved from 4th to 3rd | |
| 4, moved from 2nd to 4th | 17.3% | 1.9K | -19.8% | -2.8 pointsmoved from 2nd to 4th | |
| 5, held 5th | 6% | 680 | -9.3% | -0.2 points |
1.
Bacardi36.8%
held 1st · 4.2K estimated branded searches · -2.8% vs prior month · +1.4 points
2.
Kraken20.6%
moved from 3rd to 2nd · 2.3K estimated branded searches · -0.85% vs prior month · +1.2 points
3.
Malibu19.3%
moved from 4th to 3rd · 2.2K estimated branded searches · -4.4% vs prior month · +0.4 points
17.3%
moved from 2nd to 4th · 1.9K estimated branded searches · -19.8% vs prior month · -2.8 points
6%
held 5th · 680 estimated branded searches · -9.3% vs prior month · -0.2 points
Compare search popularity between Captain Morgan and its closest rivals
How has branded search demand for Captain Morgan changed in New Zealand over the last 12 months?
2 findings
- Across the 11 months ending August 2026, estimated monthly branded searches for Captain Morgan in New Zealand rose from 1.7K to 1.9K.
- Across the 11 months ending August 2026, Captain Morgan’s estimated Share of Search among rum brands in New Zealand peaked at 20.1% in July 2026 and was lowest at 12.4% in December 2025.
How did search popularity change for New Zealand rum brands in August 2026?
4 changes
In August 2026, Kraken overtook Captain Morgan to rank 2nd among rum brands in New Zealand, at 20.6%.
In August 2026, Bacardi gained estimated Share of Search among rum brands in New Zealand, from 35.4% to 36.8%.
In August 2026, Captain Morgan lost estimated Share of Search among rum brands in New Zealand, from 20.1% to 17.3%.
In August 2026, Malibu rose from 4th to 3rd among rum brands in New Zealand.
How is Captain Morgan measured?
Brandwave collects information about searches that people make online using Captain Morgan’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.
13 branded search terms
- captain morgan
- captain morgan dark rum
- captain morgan dark spiced rum
- captain morgan near me
- captain morgan nz
- captain morgan original spiced rum
- captain morgan rum
- captain morgan sliced apple
- captain morgan spiced gold
- captain morgan spiced rum
- captainmorgan
- captainmorgan com
- captainmorgan rum
Who owns Captain Morgan?
Captain Morgan is owned by 
Diageo. Brandwave also tracks 
Don Julio, 
Gordon's, 
Johnnie Walker and 
Do you work for Captain Morgan? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is Captain Morgan your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.