Brandwave

Captain Morgan vs Havana Club:Which is more popular?

In September 2026, Captain Morgan had more branded searches than Havana Club among rum brands in New Zealand. Captain Morgan had about 1,140 branded searches, while Havana Club had 270. Captain Morgan made up 9% 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, Havana Club appeared in three of the five answers and Captain Morgan in none.

Among rum brands in New Zealand in September 2026

Who do people search for more?

Captain Morgan, about 4 searches for every 1 for Havana Club

Captain Morgan 1.1K searchesHavana Club 270 searches

Who does AI mention more?

Havana Club, mentioned in 3 of 5 answers, Captain Morgan in 0

Havana Club in 3 of 5Captain Morgan in 0 of 5

Who does AI recommend more?

Havana Club, the only one of the two named

Havana Club first in 3Captain Morgan never named

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Top rum brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, 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. 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 Havana Club more popular in search?

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

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

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

3 findings
  • Captain Morgan was ahead of Havana Club 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, Havana Club’s share of searches among rum brands in New Zealand moved from 3.2% to 2.1%, and its estimated monthly branded searches moved from 380 to 270.

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

2 changes

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

  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?

10 search terms

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

Captain Morgan

4 branded search terms

  • captain morgan
  • captain morgan rum
  • captainmorgan
  • captainmorgan 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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