---
title: "Havana Club: search popularity in New Zealand"
description: "Havana Club makes rum. 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/havana-club"
publisher: "Brandwave"
---

# Havana Club: search popularity in New Zealand

Havana Club makes rum. 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**: Havana Club
- **Market**: New Zealand
- **Measured month**: Sep 2026
- **Share of Search among rum brands**: 2.1%

## Where the brand sits

| Competitive set | Rank | Share of Search | Estimated monthly branded searches |
| --- | --- | --- | --- |
| Rum brands | 8 | 2.1% | 270 |
| Spiced rum brands | 4 | 2.6% | 170 |

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

## Top rum brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Havana Club was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Havana Club is the third most recommended of the nine.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Appleton Estate | 1st | 3 of 3 | 2 of 2 | 5 of 5 |
| Diplomático Reserva Exclusiva | 2nd | 2 of 3 | 2 of 2 | 4 of 5 |
| Havana Club | 3rd | 2 of 3 | 1 of 2 | 3 of 5 |
| Bacardi | 4th | 0 of 3 | 1 of 2 | 1 of 5 |
| Coruba | 5th | 0 of 3 | 1 of 2 | 1 of 5 |
| Kraken | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Malibu | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Captain Morgan | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Sailor Jerry | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about rum brands

- Asked ChatGPT "Which rum brand should I buy in New Zealand?": 1. Appleton Estate, 2. Havana Club, 3. Diplomático Reserva Exclusiva
- Asked ChatGPT "What are the best rum brands in New Zealand?": 1. Appleton Estate, 2. Diplomático Reserva Exclusiva
- Asked ChatGPT "What's the best rum brand in New Zealand for cocktails?": 1. Appleton Estate, 2. Havana Club
- Searched Google, AI Overview "rum brands": 1. Bacardi, 2. Havana Club, 3. Appleton Estate, 4. Coruba, 5. Diplomático Reserva Exclusiva
- Searched Google, AI Overview "best rum": 1. Diplomático Reserva Exclusiva, 2. Appleton Estate

Not named in any answer: Kraken, Malibu, Captain Morgan and Sailor Jerry.

Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026.

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

- Across the 12 months ending September 2026, estimated monthly branded searches for Havana Club in New Zealand fell from 380 to 270.
- Across the 12 months ending September 2026, Havana Club’s share of searches among rum brands in New Zealand decreased from 3.2% to 2.1%.
- Across the 12 months ending September 2026, Havana Club’s share of searches among rum brands in New Zealand peaked at 4.2% in February 2026 and was lowest at 2.1% in September 2026.
- Across the 12 months ending September 2026, Havana Club’s share of searches among spiced rum brands in New Zealand decreased from 3.8% to 2.6%.
- Across the 12 months ending September 2026, Havana Club’s share of searches among spiced rum brands in New Zealand peaked at 4.6% in January 2026 and was lowest at 2.5% in March 2026.

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

- In September 2026, Kraken overtook Appleton Estate to rank 2nd among rum brands in New Zealand, with 16.5% of the searches.
- In September 2026, Malibu overtook Appleton Estate to rank 3rd among rum brands in New Zealand, with 15.8% of the searches.
- In September 2026, Coruba gained share of searches among rum brands in New Zealand, from 12.6% to 13.9%.
- In September 2026, Sailor Jerry gained share of searches among rum brands in New Zealand, from 4.4% to 5%.
- In September 2026, Appleton Estate lost share of searches among rum brands in New Zealand, from 16.9% to 15%.
- In September 2026, Bacardi lost share of searches among rum brands in New Zealand, from 23.4% to 22.3%.

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

- Estimated monthly branded searches for Havana Club in New Zealand fell 34.6% over 12 measured months, from 260 to 170 in September 2026.

## Historical estimated branded-search demand

| Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Rum brands | 380 | 3.2% | 8 |
| Nov 2025 | Rum brands | 380 | 3% | 8 |
| Dec 2025 | Rum brands | 560 | 2.5% | 8 |
| Jan 2026 | Rum brands | 440 | 3.8% | 8 |
| Feb 2026 | Rum brands | 390 | 4.2% | 8 |
| Mar 2026 | Rum brands | 350 | 3.6% | 8 |
| Apr 2026 | Rum brands | 390 | 3.5% | 8 |
| May 2026 | Rum brands | 500 | 4.1% | 8 |
| Jun 2026 | Rum brands | 390 | 3.4% | 8 |
| Jul 2026 | Rum brands | 360 | 2.6% | 8 |
| Aug 2026 | Rum brands | 390 | 3% | 8 |
| Sep 2026 | Rum brands | 270 | 2.1% | 8 |
| Oct 2025 | Spiced rum brands | 260 | 3.8% | 4 |
| Nov 2025 | Spiced rum brands | 260 | 3.7% | 4 |
| Dec 2025 | Spiced rum brands | 390 | 3.6% | 4 |
| Jan 2026 | Spiced rum brands | 320 | 4.6% | 4 |
| Feb 2026 | Spiced rum brands | 210 | 3.8% | 4 |
| Mar 2026 | Spiced rum brands | 170 | 2.5% | 4 |
| Apr 2026 | Spiced rum brands | 170 | 3% | 4 |
| May 2026 | Spiced rum brands | 170 | 2.7% | 4 |
| Jun 2026 | Spiced rum brands | 170 | 2.7% | 4 |
| Jul 2026 | Spiced rum brands | 210 | 3.1% | 4 |
| Aug 2026 | Spiced rum brands | 170 | 2.6% | 4 |
| Sep 2026 | Spiced rum brands | 170 | 2.6% | 4 |

## How are Havana Club’s branded searches counted?

Brandwave collects information about searches that people make online using Havana Club’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.

- “havana club”
- “havana club anejo”
- “havana club club”
- “havana club havana”
- “havana club rum”
- “havana club rum cuban”

## Which rum brands compete with Havana Club?

- [Bacardi](/demand/nz/brands/bacardi)
- [Kraken](/demand/nz/brands/kraken)
- [Malibu](/demand/nz/brands/malibu)
- [Appleton Estate](/demand/nz/brands/appleton-estate): Head-to-head: /demand/nz/compare/appleton-estate-vs-havana-club
- [Coruba](/demand/nz/brands/coruba): Head-to-head: /demand/nz/compare/coruba-vs-havana-club
- [Captain Morgan](/demand/nz/brands/captain-morgan): Head-to-head: /demand/nz/compare/captain-morgan-vs-havana-club
- [Sailor Jerry](/demand/nz/brands/sailor-jerry): Head-to-head: /demand/nz/compare/havana-club-vs-sailor-jerry
- [Diplomático Reserva Exclusiva](/demand/nz/brands/diplomatico-reserva-exclusiva): Head-to-head: /demand/nz/compare/diplomatico-reserva-exclusiva-vs-havana-club

## Methodology

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

## Cite this page

Brandwave. "Havana Club: search popularity in New Zealand". https://gobrandwave.com/demand/nz/brands/havana-club

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