Brandwave

How popular isSailor Jerry in search?

In August 2026, there were an estimated 680 branded searches for Sailor Jerry in New Zealand which held steady over the last 11 months. Sailor Jerry holds 6% estimated Share of Search among New Zealand rum brands and is ranked 5th of 5 competitors for search popularity.

Share of Search, August 2026
  1. Bacardi36.8%
  2. Kraken20.6%
  3. Malibu19.3%
  4. Captain Morgan17.3%
  5. Sailor Jerry6%
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Which rum brands compete with Sailor Jerry?

Sailor Jerry against rum brands in New Zealand, by month

Share of Search by month for Bacardi, Kraken, Malibu, Captain Morgan, Sailor Jerry. The figures are in the table below the chart.

View monthly share of search table
MonthBacardiKrakenMalibuCaptain MorganSailor Jerry
Oct 202535.2%19.1%21.7%17.2%6.9%
Nov 202538.9%18.1%21.4%15%6.6%
Dec 202539.7%18.5%23.4%12.4%6%
Jan 202636%16.2%24.6%15.7%7.5%
Feb 202638.6%15.2%21.9%17.3%7%
Mar 202637.8%14.7%21%18.5%8%
Apr 202634.7%20.9%21.2%16.5%6.8%
May 202634.9%22%18.9%17.4%6.8%
Jun 202633.2%22.7%18.9%17.7%7.5%
Jul 202635.4%19.4%18.9%20.1%6.2%
Aug 202636.8%20.6%19.3%17.3%6%
Sep 2026—————

  1. 1.Bacardi

    36.8%

    held 1st · 4.2K estimated branded searches · -2.8% vs prior month · +1.4 points

  2. 2.Kraken

    20.6%

    moved from 3rd to 2nd · 2.3K estimated branded searches · -0.85% vs prior month · +1.2 points

  3. 3.Malibu

    19.3%

    moved from 4th to 3rd · 2.2K estimated branded searches · -4.4% vs prior month · +0.4 points

  4. 4.Captain Morgan

    17.3%

    moved from 2nd to 4th · 1.9K estimated branded searches · -19.8% vs prior month · -2.8 points

  5. 5.Sailor Jerry

    6%

    held 5th · 680 estimated branded searches · -9.3% vs prior month · -0.2 points

Compare search popularity between Sailor Jerry and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Sailor Jerry in New Zealand held steady, from 690 to 680.
  • Across the 11 months ending August 2026, Sailor Jerry’s estimated Share of Search among rum brands in New Zealand decreased from 6.9% to 6%.
  • Across the 11 months ending August 2026, Sailor Jerry’s estimated Share of Search among rum brands in New Zealand peaked at 8% in March 2026 and was lowest at 6% in December 2025.

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

  1. In August 2026, Kraken overtook Captain Morgan to rank 2nd among rum brands in New Zealand, at 20.6%.

  2. In August 2026, Bacardi gained estimated Share of Search among rum brands in New Zealand, from 35.4% to 36.8%.

  3. In August 2026, Captain Morgan lost estimated Share of Search among rum brands in New Zealand, from 20.1% to 17.3%.

  4. In August 2026, Malibu rose from 4th to 3rd among rum brands in New Zealand.

How is Sailor Jerry measured?

Brandwave collects information about searches that people make online using Sailor Jerry’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.

9 branded search terms

  • rum sailor jerry spiced
  • sailor jerry
  • sailor jerry near me
  • sailor jerry nz
  • sailor jerry rum
  • sailor jerry tattoos
  • sailorjerry
  • sailorjerry com
  • sailorjerry rum

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How the Brand Demand Index is measured

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