---
title: "Captain Morgan: search popularity and Share of Search in New Zealand"
description: "Captain Morgan is a rum brand sold in New Zealand. 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."
canonical: "https://gobrandwave.com/demand/nz/brands/captain-morgan"
publisher: "Brandwave"
---

# Captain Morgan: search popularity and Share of Search in New Zealand

Captain Morgan is a rum brand sold in New Zealand. 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.

## Key facts

- **Brand**: Captain Morgan
- **Owned by**: Diageo
- **Market**: New Zealand
- **Measured month**: Aug 2026
- **Share of Search among rum brands**: 17.3%

## Where the brand sits

| Competitive set | Rank | Share of Search | Estimated monthly branded searches |
| --- | --- | --- | --- |
| Rum brands | 4 | 17.3% | 1.9K |

- [Rum brands](/demand/nz/categories/nz-rum-brands)

## How has branded search demand for Captain Morgan changed in New Zealand over the last 12 months?

- 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?

- 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.

## Historical estimated branded-search demand

| Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Rum brands | 1.7K | 17.2% | 4 |
| Nov 2025 | Rum brands | 1.6K | 15% | 4 |
| Dec 2025 | Rum brands | 2.4K | 12.4% | 4 |
| Jan 2026 | Rum brands | 1.6K | 15.7% | 4 |
| Feb 2026 | Rum brands | 1.4K | 17.3% | 3 |
| Mar 2026 | Rum brands | 1.6K | 18.5% | 3 |
| Apr 2026 | Rum brands | 1.5K | 16.5% | 4 |
| May 2026 | Rum brands | 1.9K | 17.4% | 4 |
| Jun 2026 | Rum brands | 1.9K | 17.7% | 4 |
| Jul 2026 | Rum brands | 2.4K | 20.1% | 2 |
| Aug 2026 | Rum brands | 1.9K | 17.3% | 4 |
| Sep 2026 | Rum brands | — | — | — |

## 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.

- “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”

## Which rum brands compete with Captain Morgan?

- [Bacardi](/demand/nz/brands/bacardi): Head-to-head: /demand/nz/compare/bacardi-vs-captain-morgan
- [Kraken](/demand/nz/brands/kraken): Head-to-head: /demand/nz/compare/captain-morgan-vs-kraken
- [Malibu](/demand/nz/brands/malibu): Head-to-head: /demand/nz/compare/captain-morgan-vs-malibu
- [Sailor Jerry](/demand/nz/brands/sailor-jerry): Head-to-head: /demand/nz/compare/captain-morgan-vs-sailor-jerry

## Who owns Captain Morgan?

Captain Morgan is owned by Diageo. Brandwave also tracks Seedlip, Baileys, Casamigos, Don Julio, Gordon's, Johnnie Walker and Tanqueray, owned by the same company, in New Zealand.

- [Diageo](/demand/nz/companies/diageo): Owns 9 tracked brands.

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Who owns Captain Morgan?

Captain Morgan is owned by Diageo. Brandwave also tracks Seedlip, Baileys, Casamigos, Don Julio, Gordon's, Johnnie Walker and Tanqueray, owned by the same company, in New Zealand.

## Cite this page

Brandwave. "Captain Morgan: search popularity and Share of Search in New Zealand". https://gobrandwave.com/demand/nz/brands/captain-morgan

This page is also available as HTML at https://gobrandwave.com/demand/nz/brands/captain-morgan. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.