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 13.3% of all New Zealand spiced rum brand searches, placing Captain Morgan third out of four brands. When we asked both ChatGPT and Google AI Overviews about spiced rum brands, Captain Morgan appeared in all answers.
Captain Morgan is the third most searched of 4 competitors.
BundabergShare of searches 48.5%Mentioned in 0 of 4 AI answers
BacardiShare of searches 35.6%Mentioned in 0 of 4 AI answers
Captain MorganShare of searches 13.3%Mentioned in 4 of 4 AI answers
Havana ClubShare of searches 2.6%Mentioned in 0 of 4 AI answers
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Top spiced rum brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Captain Morgan appeared in all four answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Captain Morgan4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Bundaberg0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Bacardi0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Havana Club0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about spiced rum brands
4 answers
Asked ChatGPT
“Which spiced rum brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best spiced rum brands in New Zealand?”
Asked ChatGPT
“What's the best spiced rum brand in New Zealand for cocktails?”
Searched Google, AI Overview
“best spiced rum”
Searched Google, AI Overview
“dark spiced rum”
Google showed no AI Overview for this search.
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 spiced rum brands compete with Captain Morgan?
Share of searches by month for Bundaberg, Bacardi, Captain Morgan, Havana Club. The figures are in the table below the chart.
View monthly share of searches table
| Month | Bundaberg | Bacardi | Captain Morgan | Havana Club |
|---|---|---|---|---|
| Oct 2025 | 47.6% | 35.5% | 13% | 3.8% |
| Nov 2025 | 44.8% | 41.4% | 10.2% | 3.7% |
| Dec 2025 | 35.7% | 51.5% | 9.2% | 3.6% |
| Jan 2026 | 46.5% | 36.3% | 12.6% | 4.6% |
| Feb 2026 | 47.7% | 35.7% | 12.9% | 3.8% |
| Mar 2026 | 57.7% | 29.2% | 10.6% | 2.5% |
| Apr 2026 | 47.7% | 36.4% | 12.9% | 3% |
| May 2026 | 51.3% | 32.1% | 13.9% | 2.7% |
| Jun 2026 | 52.5% | 33.2% | 11.6% | 2.7% |
| Jul 2026 | 47.9% | 35.8% | 13.2% | 3.1% |
| Aug 2026 | 48.5% | 35.6% | 13.3% | 2.6% |
| Sep 2026 | 48.5% | 35.6% | 13.3% | 2.6% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 48.5% | 3.2K | 0% | 0 points | |
| 2, held 2nd | 35.6% | 2.4K | 0% | 0 points | |
| 3, held 3rd | 13.3% | 880 | 0% | 0 points | |
| 4, held 4th | 2.6% | 170 | 0% | 0 points |
48.5%
Held 1st. 3.2K estimated branded searches, 0% vs prior month. Share 0 points.
2.
Bacardi35.6%
Held 2nd. 2.4K estimated branded searches, 0% vs prior month. Share 0 points.
13.3%
Held 3rd. 880 estimated branded searches, 0% vs prior month. Share 0 points.
2.6%
Held 4th. 170 estimated branded searches, 0% vs prior month. Share 0 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 spiced rum brands in New Zealand peaked at 13.9% in May 2026 and was lowest at 9.2% in December 2025.
How did search popularity change for New Zealand spiced rum brands in September 2026?
1 change
Estimated monthly branded searches for Havana Club in New Zealand fell 34.6% over 12 measured months, from 260 to 170 in September 2026.
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
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?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Rum brands | 6th of 9 | 9% | Show ranking |
| Spiced rum brands | 3rd of 4 | 13.3% | Shown above |
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.