--- title: "Captain Morgan: search popularity in the United Kingdom" description: "Captain Morgan is a rum brand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/uk/brands/captain-morgan" publisher: "Brandwave" --- # Captain Morgan: search popularity in the United Kingdom Captain Morgan is a rum brand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: Captain Morgan - **Owned by**: Diageo - **Market**: United Kingdom - **Measured month**: Sep 2026 - **Share of Search among rum brands**: 17.7% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Rum brands | 3 | 17.7% | 14.8K | - [Rum brands in the UK](/demand/uk/categories/uk-rum-brands) ## Top rum brands in ChatGPT and Google AI Overviews In three ChatGPT questions and one Google AI Overview, Captain Morgan was mentioned in one out of four: not in any of the three ChatGPT answers, but in the Google AI Overview. Captain Morgan is the joint most recommended of the seven. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Kraken | 1st | 1 of 3 | 0 of 1 | 1 of 4 | | Captain Morgan | 1st | 0 of 3 | 1 of 1 | 1 of 4 | | Dead Man's Fingers | 1st | 1 of 3 | 1 of 1 | 2 of 4 | | Havana Club | 1st | 2 of 3 | 0 of 1 | 2 of 4 | | Bacardi | 5th | 1 of 3 | 0 of 1 | 1 of 4 | | Sailor Jerry | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Diplomático | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | ## Every AI answer about rum brands - Asked ChatGPT "What's the best spiced rum in the UK?": 1. Kraken, 2. Dead Man's Fingers - Asked ChatGPT "Which rum brands are worth buying?": 1. Havana Club - Asked ChatGPT "What's a good dark rum for cocktails?": 1. Havana Club, 2. Bacardi - Searched Google, AI Overview "best rum": 1. Captain Morgan, 2. Dead Man's Fingers Not named in any answer: Sailor Jerry and Diplomático. Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 27, 2026. ## How has branded search demand for Captain Morgan changed in the United Kingdom over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Captain Morgan in the United Kingdom fell from 18.1K to 14.8K. - Across the 12 months ending September 2026, Captain Morgan’s share of searches among rum brands in the United Kingdom increased from 16.1% to 17.7%. - Across the 12 months ending September 2026, Captain Morgan’s share of searches among rum brands in the United Kingdom peaked at 20.6% in July 2026 and was lowest at 13.2% in December 2025. - Across the 12 months ending September 2026, Captain Morgan rose from 4th to 3rd among rum brands in the United Kingdom. ## How did search popularity change for United Kingdom rum brands in September 2026? - In September 2026, Havana Club lost share of searches among rum brands in the United Kingdom, from 5.2% to 4.3%. - Bacardi’s share of searches among rum brands in the United Kingdom has gained ground for 3 months in a row, from 24.5% to 26.5% in September 2026. - Dead Man's Fingers’ share of searches among rum brands in the United Kingdom has gained ground for 3 months in a row, from 13.4% to 14.4% in September 2026. - Estimated monthly branded searches for Kraken in the United Kingdom fell 33.1% over 12 measured months, from 40.5K to 27.1K in September 2026. - Estimated monthly branded searches for Captain Morgan in the United Kingdom fell 18.2% over 12 measured months, from 18.1K to 14.8K in September 2026. - Estimated monthly branded searches for Sailor Jerry in the United Kingdom fell 17.2% over 12 measured months, from 2.9K to 2.4K in September 2026. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Rum brands | 18.1K | 16.1% | 4 | | Nov 2025 | Rum brands | 18.1K | 13.8% | 4 | | Dec 2025 | Rum brands | 27.1K | 13.2% | 4 | | Jan 2026 | Rum brands | 14.8K | 17.3% | 4 | | Feb 2026 | Rum brands | 12.1K | 16.5% | 4 | | Mar 2026 | Rum brands | 14.8K | 19.8% | 3 | | Apr 2026 | Rum brands | 14.8K | 18.8% | 3 | | May 2026 | Rum brands | 14.8K | 15.1% | 3 | | Jun 2026 | Rum brands | 14.8K | 16.3% | 3 | | Jul 2026 | Rum brands | 18.1K | 20.6% | 3 | | Aug 2026 | Rum brands | 14.8K | 17.6% | 3 | | Sep 2026 | Rum brands | 14.8K | 17.7% | 3 | ## How are Captain Morgan’s branded searches counted? Brandwave collects information about searches that people make online using Captain Morgan’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading. - “captain morgan” ## Which rum brands compete with Captain Morgan? - [Kraken](/demand/uk/brands/kraken): Head-to-head: /demand/uk/compare/captain-morgan-vs-kraken - [Bacardi](/demand/uk/brands/bacardi): Head-to-head: /demand/uk/compare/bacardi-vs-captain-morgan - [Dead Man's Fingers](/demand/uk/brands/dead-mans-fingers): Head-to-head: /demand/uk/compare/captain-morgan-vs-dead-mans-fingers - [Havana Club](/demand/uk/brands/havana-club): Head-to-head: /demand/uk/compare/captain-morgan-vs-havana-club - [Sailor Jerry](/demand/uk/brands/sailor-jerry): Head-to-head: /demand/uk/compare/captain-morgan-vs-sailor-jerry - [Diplomático](/demand/uk/brands/diplomatico) ## Who owns Captain Morgan? Captain Morgan is owned by Diageo. Brandwave also tracks Cîroc, Gordon's, Johnnie Walker, Smirnoff, Talisker and Tanqueray, owned by the same company, in the United Kingdom. - [Diageo](/demand/uk/companies/diageo): Owns 17 tracked brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Who owns Captain Morgan? Captain Morgan is owned by Diageo. Brandwave also tracks Cîroc, Gordon's, Johnnie Walker, Smirnoff, Talisker and Tanqueray, owned by the same company, in the United Kingdom. ## Cite this page Brandwave. "Captain Morgan: search popularity in the United Kingdom". https://gobrandwave.com/demand/uk/brands/captain-morgan This page is also available as HTML at https://gobrandwave.com/demand/uk/brands/captain-morgan. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.