Brandwave

Appleton Estate vs Havana Club:Which is more popular?

In September 2026, Appleton Estate had more branded searches than Havana Club among rum brands in New Zealand. Appleton Estate had about 1,900 branded searches, while Havana Club had 270. Appleton Estate made up 15% of all rum brand searches we track, and Havana Club accounted for 2.1%. When we asked ChatGPT and Google AI Overviews about rum brands, Appleton Estate appeared in all five answers and Havana Club in three. Appleton Estate was mentioned before Havana Club in four out of five answers.

Among rum brands in New Zealand in September 2026

Who do people search for more?

Appleton Estate, about 7 searches for every 1 for Havana Club

Appleton Estate 1.9K searchesHavana Club 270 searches

Who does AI mention more?

Appleton Estate, mentioned in every answer we collected

Appleton Estate in 5 of 5Havana Club in 3 of 5

Who does AI recommend more?

Appleton Estate, named ahead of Havana Club in 4 of 5 answers

Appleton Estate first in 4Havana Club 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. 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. Appleton Estate was listed before Havana Club 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 Havana Club more popular in search?

This chart shows how often people search Google for Appleton Estate and Havana Club 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 Havana Club among rum brands in New Zealand, by month

Share of searches by month for Appleton Estate, 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%

How has the Appleton Estate and Havana Club comparison changed over the last 12 months?

3 findings

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

4 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%.

  4. In September 2026, Havana Club lost share of searches among rum brands in New Zealand, from 3% to 2.1%.

How are branded searches counted?

14 search terms

Brandwave collects information about searches that people make online using Appleton Estate’s and Havana Club’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

Havana Club

6 branded search terms

  • havana club
  • havana club anejo
  • havana club club
  • havana club havana
  • havana club rum
  • havana club rum cuban

How the Brand Demand Index is measured

Other head-to-heads among rum brands

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