Bacardi vs Captain Morgan:Which is more popular?
In September 2026, Bacardi had more branded searches than Captain Morgan among rum brands in the United Kingdom. Bacardi had about 22,200 branded searches, while Captain Morgan had 14,800. Bacardi made up 26.5% of all rum brand searches we track, and Captain Morgan accounted for 17.7%. When we asked ChatGPT and Google AI Overviews about rum brands, Bacardi and Captain Morgan each appeared in one of the four answers. Bacardi and Captain Morgan were each mentioned first in one of the two answers that named either.
Who do people search for more?
Bacardi, about 50% more searches than Captain Morgan
Who does AI mention more?
Both were mentioned in 1 of 4 answers.
Who does AI recommend more?
Each is named first in 1 of 2 answers.
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Top rum brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Bacardi was mentioned in one out of four: in one of the three ChatGPT answers, but not in the 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. Bacardi and Captain Morgan were each listed first in one of the two answers that named either.
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.
Dead Man's Fingers2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Havana Club2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Kraken1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers- Bacardi1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Captain Morgan1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Sailor Jerry0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Diplomático0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about rum brands
4 answers
Asked ChatGPT
“What's the best spiced rum in the UK?”
Asked ChatGPT
“Which rum brands are worth buying?”
Asked ChatGPT
“What's a good dark rum for cocktails?”
Searched Google, AI Overview
“rum brands”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“best rum”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.
Is Bacardi or Captain Morgan more popular in search?
This chart shows how often people search Google for Bacardi and Captain Morgan by name. Each line represents a brand's share of searches for all seven rum brands we track, month by month, from searches in United Kingdom.
Share of searches by month for Bacardi, Captain Morgan. The figures are in the table below the chart.
View monthly share of searches table
| Month | Kraken | Bacardi | Captain Morgan | Dead Man's Fingers | Havana Club | Sailor Jerry | Diplomático |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 36.1% | 19.8% | 16.1% | 19.8% | 3.9% | 2.6% | 1.7% |
| Nov 2025 | 37.6% | 20.6% | 13.8% | 20.6% | 3.3% | 2.2% | 1.8% |
| Dec 2025 | 44% | 16.1% | 13.2% | 19.7% | 3.2% | 2.1% | 1.7% |
| Jan 2026 | 31.6% | 21.1% | 17.3% | 21.1% | 4.2% | 2.8% | 1.9% |
| Feb 2026 | 30.3% | 24.7% | 16.5% | 20.2% | 4% | 2.6% | 1.8% |
| Mar 2026 | 29.7% | 24.2% | 19.8% | 16.2% | 4.8% | 3.2% | 2.1% |
| Apr 2026 | 28.1% | 28.1% | 18.8% | 15.3% | 4.6% | 3% | 2% |
| May 2026 | 41.3% | 22.7% | 15.1% | 12.3% | 4.5% | 2.4% | 1.6% |
| Jun 2026 | 36.5% | 24.5% | 16.3% | 13.4% | 4.9% | 2.6% | 1.8% |
| Jul 2026 | 30.8% | 25.3% | 20.6% | 13.8% | 5% | 2.7% | 1.8% |
| Aug 2026 | 32.1% | 26.3% | 17.6% | 14.4% | 5.2% | 2.8% | 1.5% |
| Sep 2026 | 32.3% | 26.5% | 17.7% | 14.4% | 4.3% | 2.9% | 1.9% |
How has the Bacardi and Captain Morgan comparison changed over the last 12 months?
3 findings
- Bacardi was ahead of Captain Morgan in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Bacardi’s share of searches among rum brands in the United Kingdom moved from 19.8% to 26.5%, and its estimated monthly branded searches held steady at 22.2K.
- Across the 12 months ending September 2026, Captain Morgan’s share of searches among rum brands in the United Kingdom moved from 16.1% to 17.7%, and its estimated monthly branded searches moved from 18.1K to 14.8K.
How did search popularity change for United Kingdom rum brands in September 2026?
2 changes
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.
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.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Bacardi’s and Captain Morgan’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.
Bacardi
1 branded search term
- bacardi
Captain Morgan
1 branded search term
- captain morgan
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