Brandwave

How popular isSailor Jerry?

In September 2026, people searched for Sailor Jerry by name about 630 times in New Zealand, about the same as the previous year. These searches made up 5% of all New Zealand rum brand searches, placing Sailor Jerry seventh out of nine brands. When we asked both ChatGPT and Google AI Overviews about rum brands, Sailor Jerry did not appear in any of the answers.

Search and AI answers in September 2026

Sailor Jerry is the seventh 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. Sailor JerryShare of searches 5%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, Sailor Jerry 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 Sailor Jerry?

Sailor Jerry 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 Sailor Jerry and its closest rivals

Every comparison with Sailor Jerry

7 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Sailor Jerry in New Zealand held steady, from 610 to 630.
  • Across the 12 months ending September 2026, Sailor Jerry’s share of searches among rum brands in New Zealand peaked at 6% in March 2026 and was lowest at 4.4% in August 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 Sailor Jerry’s branded searches counted?

5 search terms

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.

  • sailor jerry
  • sailor jerry rum
  • sailor jerry tattoos
  • sailorjerry
  • sailorjerry rum

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How the Brand Demand Index is measured

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