Brandwave

How popular isHavana Club?

In September 2026, people searched for Havana Club by name about 270 times in New Zealand, a 28.9% decrease from the previous year. These searches made up 2.1% of all New Zealand rum brand searches, placing Havana Club eighth out of nine brands. When we asked both ChatGPT and Google AI Overviews about rum brands, Havana Club appeared in three of the five answers and was the third most recommended of the nine.

Search and AI answers in September 2026

Havana Club is the eighth most searched of 9 competitors and the third most recommended in AI answers.

  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. Havana ClubShare of searches 2.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd

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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.

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 Havana Club?

Havana Club 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 Havana Club and its closest rivals

Every comparison with Havana Club

8 comparisons

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

3 findings
  • 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.

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 Havana Club’s branded searches counted?

6 search terms

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

Do you work for Havana Club? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Havana Club compete?

Havana Club 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 brands8th of 92.1%Shown above
Spiced rum brands4th of 42.6%Show ranking
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