Captain Morgan vs Diplomático Reserva Exclusiva:Which is more popular?

In September 2026, Captain Morgan had more branded searches than Diplomático Reserva Exclusiva among rum brands in New Zealand. Captain Morgan had about 1,140 branded searches, while Diplomático Reserva Exclusiva had 50. Captain Morgan made up 9% 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, Diplomático Reserva Exclusiva appeared in four of the five answers and Captain Morgan in none.

Among rum brands in New Zealand in September 2026

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Top rum brands in ChatGPT and Google AI Overviews

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

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Appleton Estate	Named in 3 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	5 of 5
Diplomático Reserva Exclusiva	Named in 2 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	4 of 5
Havana Club	Named in 2 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	3 of 5
Bacardi	Named in 0 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	1 of 5
Coruba	Named in 0 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	1 of 5
Kraken	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Malibu	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Captain Morgan	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Sailor Jerry	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

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

Asked ChatGPT
“Which rum brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best rum brands in New Zealand?”
1. 1Appleton Estate
2. 2Diplomático Reserva Exclusiva
Asked ChatGPT
“What's the best rum brand in New Zealand for cocktails?”
1. 1Appleton Estate
2. 2Havana Club
Searched Google, AI Overview
“rum brands”
Searched Google, AI Overview
“best rum”
1. 1Diplomático Reserva Exclusiva
2. 2Appleton Estate

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 Diplomático Reserva Exclusiva more popular in search?

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

Captain Morgan and Diplomático Reserva Exclusiva among rum brands in New Zealand, by month

Month	Bacardi	Kraken	Malibu	Appleton Estate	Coruba	Captain Morgan	Sailor Jerry	Havana Club	Diplomático Reserva Exclusiva
Oct 2025	23.5%	14.9%	16.3%	16%	11.7%	8.9%	5.1%	3.2%	0.42%
Nov 2025	26.1%	14.4%	16.2%	15.6%	11.5%	7.9%	4.9%	3%	0.4%
Dec 2025	27.8%	14.6%	18.6%	15.5%	9.6%	6.6%	4.5%	2.5%	0.31%
Jan 2026	24.5%	12.8%	19.4%	13.4%	10.7%	9.1%	5.7%	3.8%	0.43%
Feb 2026	25.7%	12.4%	17.9%	13.1%	11.1%	9.7%	5.6%	4.2%	0.33%
Mar 2026	24.2%	11.6%	16.4%	16.5%	11.8%	9.5%	6%	3.6%	0.41%
Apr 2026	22%	16.1%	16.4%	14.4%	14.1%	8.4%	4.7%	3.5%	0.27%
May 2026	21%	17.2%	15.2%	13.4%	14.6%	9%	5.2%	4.1%	0.33%
Jun 2026	21.3%	18.2%	15.7%	14%	13.5%	8%	5.5%	3.4%	0.43%
Jul 2026	21.1%	15.2%	15.5%	20.2%	12%	8.4%	4.6%	2.6%	0.37%
Aug 2026	23.4%	15.7%	15.1%	16.9%	12.6%	8.6%	4.4%	3%	0.3%
Sep 2026	22.3%	16.5%	15.8%	15%	13.9%	9%	5%	2.1%	0.39%

How has the Captain Morgan and Diplomático Reserva Exclusiva comparison changed over the last 12 months?

3 findings

Captain Morgan was ahead of Diplomático Reserva Exclusiva 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, Diplomático Reserva Exclusiva’s share of searches among rum brands in New Zealand moved from 0.42% to 0.39%, and its estimated monthly branded searches held steady at 50.

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

1 change

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?

5 search terms

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