Brandwave

Bacardi vs Dead Man's Fingers:Which is more popular?

In September 2026, Bacardi had more branded searches than Dead Man's Fingers among rum brands in the United Kingdom. Bacardi had about 22,200 branded searches, while Dead Man's Fingers had 12,100. Bacardi made up 26.5% of all rum brand searches we track, and Dead Man's Fingers accounted for 14.4%. When we asked ChatGPT and Google AI Overviews about rum brands, Dead Man's Fingers appeared in two of the four answers and Bacardi in one. Dead Man's Fingers was mentioned before Bacardi in two out of three answers.

Among rum brands in the United Kingdom in September 2026

Who do people search for more?

Bacardi, about 83% more searches than Dead Man's Fingers

Bacardi 22.2K searchesDead Man's Fingers 12.1K searches

Who does AI mention more?

Dead Man's Fingers, mentioned in 2 of 4 answers, Bacardi in 1

Dead Man's Fingers in 2 of 4Bacardi in 1 of 4

Who does AI recommend more?

Dead Man's Fingers, named ahead of Bacardi in 2 of 3 answers

Dead Man's Fingers first in 2Bacardi first in 1

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Top rum brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Dead Man's Fingers was mentioned in two out of four: in one of the three ChatGPT answers and in the 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. Dead Man's Fingers was listed before Bacardi in two out of three answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Kraken1st
  2. Captain Morgan1st
  3. Dead Man's Fingers1st
  4. Havana Club1st
  5. Bacardi5th
  6. Sailor Jerry–
  7. Diplomático–

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

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 Dead Man's Fingers more popular in search?

This chart shows how often people search Google for Bacardi and Dead Man's Fingers 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.

Bacardi and Dead Man's Fingers among rum brands in the United Kingdom, by month

Share of searches by month for Bacardi, Dead Man's Fingers. The figures are in the table below the chart.

View monthly share of searches table
MonthKrakenBacardiCaptain MorganDead Man's FingersHavana ClubSailor JerryDiplomático
Oct 202536.1%19.8%16.1%19.8%3.9%2.6%1.7%
Nov 202537.6%20.6%13.8%20.6%3.3%2.2%1.8%
Dec 202544%16.1%13.2%19.7%3.2%2.1%1.7%
Jan 202631.6%21.1%17.3%21.1%4.2%2.8%1.9%
Feb 202630.3%24.7%16.5%20.2%4%2.6%1.8%
Mar 202629.7%24.2%19.8%16.2%4.8%3.2%2.1%
Apr 202628.1%28.1%18.8%15.3%4.6%3%2%
May 202641.3%22.7%15.1%12.3%4.5%2.4%1.6%
Jun 202636.5%24.5%16.3%13.4%4.9%2.6%1.8%
Jul 202630.8%25.3%20.6%13.8%5%2.7%1.8%
Aug 202632.1%26.3%17.6%14.4%5.2%2.8%1.5%
Sep 202632.3%26.5%17.7%14.4%4.3%2.9%1.9%

How has the Bacardi and Dead Man's Fingers comparison changed over the last 12 months?

3 findings
  • The lead changed hands once in the 12 months ending September 2026: Bacardi took it in February 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, Dead Man's Fingers’ share of searches among rum brands in the United Kingdom moved from 19.8% to 14.4%, and its estimated monthly branded searches moved from 22.2K to 12.1K.

How did search popularity change for United Kingdom rum brands in September 2026?

2 changes

  1. 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.

  2. 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.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Bacardi’s and Dead Man's Fingers’ 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

Dead Man's Fingers

1 branded search term

  • dead man's fingers

How the Brand Demand Index is measured

Other head-to-heads among rum brands

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