Diplomático Reserva Exclusiva vs Havana Club:Which is more popular?

In September 2026, Havana Club had more branded searches than Diplomático Reserva Exclusiva among rum brands in New Zealand. Havana Club had about 270 branded searches, while Diplomático Reserva Exclusiva had 50. Havana Club made up 2.1% 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 Havana Club in three. Havana Club was mentioned before Diplomático Reserva Exclusiva in three out of five answers.

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. 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. Havana Club was listed before Diplomático Reserva Exclusiva in three out of 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 Diplomático Reserva Exclusiva or Havana Club more popular in search?

This chart shows how often people search Google for Diplomático Reserva Exclusiva 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.

Diplomático Reserva Exclusiva and Havana Club 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 Diplomático Reserva Exclusiva and Havana Club comparison changed over the last 12 months?

3 findings

Havana Club was ahead of Diplomático Reserva Exclusiva in every measured month of the 12 months ending September 2026.
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.
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?

1 change

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?

7 search terms

Brandwave collects information about searches that people make online using Diplomático Reserva Exclusiva’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.