Captain Morgan vs Dead Man's Fingers:Which is more popular?
In September 2026, Captain Morgan had more branded searches than Dead Man's Fingers among rum brands in the United Kingdom. Captain Morgan had about 14,800 branded searches, while Dead Man's Fingers had 12,100. Captain Morgan made up 17.7% 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 Captain Morgan in one. Captain Morgan and Dead Man's Fingers were each mentioned first in one of the two answers that named either.
Who do people search for more?
Captain Morgan, about 22% more searches than Dead Man's Fingers
Who does AI mention more?
Dead Man's Fingers, mentioned in 2 of 4 answers, Captain Morgan in 1
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, Dead Man's Fingers was mentioned in two out of four: in one of the three ChatGPT answers and 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. Captain Morgan and Dead Man's Fingers 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 Captain Morgan or Dead Man's Fingers more popular in search?
This chart shows how often people search Google for Captain Morgan 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.
Share of searches by month for Captain Morgan, Dead Man's Fingers. 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 Captain Morgan 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: Captain Morgan took it in March 2026.
- 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.
- 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
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 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 Captain Morgan’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.
Captain Morgan
1 branded search term
- captain morgan
Dead Man's Fingers
1 branded search term
- dead man's fingers
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