Brandwave

How popular isCaptain Morgan?

In September 2026, people searched for Captain Morgan by name about 1,140 times in New Zealand, an 8.6% increase from the previous year. These searches made up 9% of all New Zealand rum brand searches, placing Captain Morgan sixth out of nine brands. When we asked both ChatGPT and Google AI Overviews about rum brands, Captain Morgan did not appear in any of the answers.

Search and AI answers in September 2026

Captain Morgan is the sixth most searched of 9 competitors and not listed in any AI answer.

  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. Captain MorganShare of searches 9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top rum brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Captain Morgan 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.

  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 Captain Morgan?

Captain Morgan 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 Captain Morgan and its closest rivals

Every comparison with Captain Morgan

8 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Captain Morgan in New Zealand held steady at 1.1K.
  • Across the 12 months ending September 2026, Captain Morgan’s share of searches among rum brands in New Zealand peaked at 9.7% in February 2026 and was lowest at 6.6% in December 2025.

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 Captain Morgan’s branded searches counted?

4 search terms

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 rum
  • captainmorgan
  • captainmorgan rum

How the Brand Demand Index is measured

Who owns Captain Morgan?

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

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.

Where does Captain Morgan compete?

Captain Morgan is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Rum brands6th of 99%Shown above
Spiced rum brands3rd of 413.3%Show ranking
Creator with pink hair and a pink jacket

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.

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