Brandwave

Appleton Estate vs Diplomático Reserva Exclusiva:Which is more popular?

In September 2026, Appleton Estate had more branded searches than Diplomático Reserva Exclusiva among rum brands in New Zealand. Appleton Estate had about 1,900 branded searches, while Diplomático Reserva Exclusiva had 50. Appleton Estate made up 15% of all rum brand searches we track, and Diplomático Reserva Exclusiva accounted for 0.39%. When we asked ChatGPT and Google AI Overviews about rum brands, Appleton Estate appeared in all five answers and Diplomático Reserva Exclusiva in four. Appleton Estate was mentioned before Diplomático Reserva Exclusiva in four out of five answers.

Among rum brands in New Zealand in September 2026

Who do people search for more?

Appleton Estate, about 38 searches for every 1 for Diplomático Reserva Exclusiva

Appleton Estate 1.9K searchesDiplomático Reserva Exclusiva 50 searches

Who does AI mention more?

Appleton Estate, mentioned in every answer we collected

Appleton Estate in 5 of 5Diplomático Reserva Exclusiva in 4 of 5

Who does AI recommend more?

Appleton Estate, named ahead of Diplomático Reserva Exclusiva in 4 of 5 answers

Appleton Estate first in 4Diplomático Reserva Exclusiva first in 1

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Top rum brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Appleton Estate appeared in all five answers. Diplomático Reserva Exclusiva was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Appleton Estate was listed before Diplomático Reserva Exclusiva in four out of 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.

Is Appleton Estate or Diplomático Reserva Exclusiva more popular in search?

This chart shows how often people search Google for Appleton Estate and Diplomático Reserva Exclusiva by name. Each line represents a brand's share of searches for all nine rum brands we track, month by month, from searches in New Zealand.

Appleton Estate and Diplomático Reserva Exclusiva among rum brands in New Zealand, by month

Share of searches by month for Appleton Estate, Diplomático Reserva Exclusiva. 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%

How has the Appleton Estate and Diplomático Reserva Exclusiva comparison changed over the last 12 months?

3 findings

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

3 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, Appleton Estate lost share of searches among rum brands in New Zealand, from 16.9% to 15%.

How are branded searches counted?

9 search terms

Brandwave collects information about searches that people make online using Appleton Estate’s and Diplomático Reserva Exclusiva’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Appleton Estate

8 branded search terms

  • appleton estate
  • appleton estate rum
  • appleton estate signature
  • appleton estate signature rum
  • appleton rum
  • appleton signature
  • appleton signature rum
  • jamaican appleton rum

Diplomático Reserva Exclusiva

1 branded search term

  • diplomatico reserva exclusiva

How the Brand Demand Index is measured

Other head-to-heads among rum brands

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