Brandwave

Appleton Estate vs Sailor Jerry:Which is more popular?

In September 2026, Appleton Estate had more branded searches than Sailor Jerry among rum brands in New Zealand. Appleton Estate had about 1,900 branded searches, while Sailor Jerry had 630. Appleton Estate made up 15% of all rum brand searches we track, and Sailor Jerry accounted for 5%. When we asked ChatGPT and Google AI Overviews about rum brands, Appleton Estate appeared in all five answers and Sailor Jerry in none.

Among rum brands in New Zealand in September 2026

Who do people search for more?

Appleton Estate, about 3 searches for every 1 for Sailor Jerry

Appleton Estate 1.9K searchesSailor Jerry 630 searches

Who does AI mention more?

Appleton Estate, mentioned in every answer we collected

Appleton Estate in 5 of 5Sailor Jerry in 0 of 5

Who does AI recommend more?

Appleton Estate, the only one of the two named

Appleton Estate first in 5Sailor Jerry never named

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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. 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.

Is Appleton Estate or Sailor Jerry more popular in search?

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

Share of searches by month for Appleton Estate, Sailor Jerry. 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 Sailor Jerry 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, Sailor Jerry gained share of searches among rum brands in New Zealand, from 4.4% to 5%.

  4. 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?

13 search terms

Brandwave collects information about searches that people make online using Appleton Estate’s and Sailor Jerry’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

Sailor Jerry

5 branded search terms

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

How the Brand Demand Index is measured

Other head-to-heads among rum brands

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