Brandwave

Havana Club vs Sailor Jerry:Which is more popular?

In September 2026, Sailor Jerry had more branded searches than Havana Club among rum brands in New Zealand. Sailor Jerry had about 630 branded searches, while Havana Club had 270. Sailor Jerry made up 5% 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 Sailor Jerry in none.

Among rum brands in New Zealand in September 2026

Who do people search for more?

Sailor Jerry, about 2 searches for every 1 for Havana Club

Sailor Jerry 630 searchesHavana Club 270 searches

Who does AI mention more?

Havana Club, mentioned in 3 of 5 answers, Sailor Jerry in 0

Havana Club in 3 of 5Sailor Jerry in 0 of 5

Who does AI recommend more?

Havana Club, the only one of the two named

Havana Club first in 3Sailor Jerry never named

Follow Havana Club vs Sailor Jerry and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

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. 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 Havana Club or Sailor Jerry more popular in search?

This chart shows how often people search Google for Havana Club 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.

Havana Club and Sailor Jerry among rum brands in New Zealand, by month

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

3 findings
  • Sailor Jerry was ahead of Havana Club in every measured month of the 12 months ending September 2026.
  • 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.
  • Across the 12 months ending September 2026, Sailor Jerry’s share of searches among rum brands in New Zealand moved from 5.1% to 5%, and its estimated monthly branded searches moved from 610 to 630.

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

2 changes

  1. In September 2026, Sailor Jerry gained share of searches among rum brands in New Zealand, from 4.4% to 5%.

  2. 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?

11 search terms

Brandwave collects information about searches that people make online using Havana Club’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.

Havana Club

6 branded search terms

  • havana club
  • havana club anejo
  • havana club club
  • havana club havana
  • havana club rum
  • havana club rum cuban

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

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free