Brandwave

Captain Morgan vs Coruba:Which is more popular?

In September 2026, Coruba had more branded searches than Captain Morgan among rum brands in New Zealand. Coruba had about 1,760 branded searches, while Captain Morgan had 1,140. Coruba made up 13.9% of all rum brand searches we track, and Captain Morgan accounted for 9%. When we asked ChatGPT and Google AI Overviews about rum brands, Coruba appeared in one of the five answers and Captain Morgan in none.

Among rum brands in New Zealand in September 2026

Who do people search for more?

Coruba, about 54% more searches than Captain Morgan

Coruba 1.8K searchesCaptain Morgan 1.1K searches

Who does AI mention more?

Coruba, mentioned in 1 of 5 answers, Captain Morgan in 0

Coruba in 1 of 5Captain Morgan in 0 of 5

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Top rum brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Coruba was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Captain Morgan 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 Captain Morgan or Coruba more popular in search?

This chart shows how often people search Google for Captain Morgan and Coruba 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.

Captain Morgan and Coruba among rum brands in New Zealand, by month

Share of searches by month for Coruba, Captain Morgan. 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 Captain Morgan and Coruba comparison changed over the last 12 months?

3 findings
  • Coruba was ahead of Captain Morgan in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Captain Morgan’s share of searches among rum brands in New Zealand moved from 8.9% to 9%, and its estimated monthly branded searches held steady at 1.1K.
  • Across the 12 months ending September 2026, Coruba’s share of searches among rum brands in New Zealand moved from 11.7% to 13.9%, and its estimated monthly branded searches moved from 1.4K to 1.8K.

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

2 changes

  1. In September 2026, Coruba gained share of searches among rum brands in New Zealand, from 12.6% to 13.9%.

  2. Captain Morgan’s share of searches among rum brands in New Zealand has gained ground for 3 months in a row, from 8% to 9% in September 2026.

How are branded searches counted?

12 search terms

Brandwave collects information about searches that people make online using Captain Morgan’s and Coruba’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.

Captain Morgan

4 branded search terms

  • captain morgan
  • captain morgan rum
  • captainmorgan
  • captainmorgan rum

Coruba

8 branded search terms

  • coruba
  • coruba dark
  • coruba dark rum
  • coruba jamaica rum
  • coruba original rum
  • coruba rum
  • coruba rum specials
  • rum coruba

How the Brand Demand Index is measured

Other head-to-heads among rum brands

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