--- title: "Kraken: search popularity in Australia" description: "Kraken 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/au/brands/kraken" publisher: "Brandwave" --- # Kraken: search popularity in Australia Kraken 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**: Kraken - **Market**: Australia - **Measured month**: Sep 2026 - **Share of Search among rum brands**: 18.2% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Rum brands | 2 | 18.2% | 12.1K | - [Rum brands](/demand/au/categories/au-rum-brands) ## Top rum brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Kraken was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Kraken is the joint third most recommended of the nine. 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 | | --- | --- | --- | --- | --- | | Diplomático | 1st | 2 of 3 | 0 of 2 | 2 of 5 | | Captain Morgan | 2nd | 1 of 3 | 1 of 2 | 2 of 5 | | Kraken | 3rd | 0 of 3 | 1 of 2 | 1 of 5 | | Bacardi | 3rd | 0 of 3 | 1 of 2 | 1 of 5 | | Sailor Jerry | 5th | 0 of 3 | 2 of 2 | 2 of 5 | | Havana Club | 6th | 2 of 3 | 0 of 2 | 2 of 5 | | Bundaberg Rum | 7th | 1 of 3 | 0 of 2 | 1 of 5 | | Malibu | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Beenleigh | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about rum brands - Asked ChatGPT "Which rum should I buy in Australia?": 1. Diplomático, 2. Captain Morgan - Asked ChatGPT "What are the best rum brands?": 1. Diplomático, 2. Havana Club, 3. Bundaberg Rum - Asked ChatGPT "What's the best rum for cocktails?": 1. Havana Club - Searched Google, AI Overview "rum": 1. Bacardi, 2. Sailor Jerry - Searched Google, AI Overview "spiced rum": 1. Kraken, 2. Captain Morgan, 3. Sailor Jerry Not named in any answer: Malibu and Beenleigh. Brands are listed in the order each answer named them. The answers were collected in Australia on October 26, 2026. ## How has branded search demand for Kraken changed in Australia over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Kraken in Australia rose from 9.9K to 12.1K. - Across the 12 months ending September 2026, Kraken’s share of searches among rum brands in Australia increased from 15.6% to 18.2%. - Across the 12 months ending September 2026, Kraken’s share of searches among rum brands in Australia peaked at 24.8% in June 2026 and was lowest at 14.6% in February 2026. - Across the 12 months ending September 2026, Kraken rose from 3rd to 2nd among rum brands in Australia. ## How did search popularity change for Australia rum brands in September 2026? - In September 2026, Bacardi gained share of searches among rum brands in Australia, from 12.1% to 14.9%. - In September 2026, Malibu gained share of searches among rum brands in Australia, from 6.6% to 8.1%. - In September 2026, Kraken lost share of searches among rum brands in Australia, from 22.2% to 18.2%. - Estimated monthly branded searches for Beenleigh in Australia fell 15.8% over 12 measured months, from 1.9K to 1.6K in September 2026. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Rum brands | 9.9K | 15.6% | 3 | | Nov 2025 | Rum brands | 9.9K | 15.5% | 3 | | Dec 2025 | Rum brands | 18.1K | 17.2% | 3 | | Jan 2026 | Rum brands | 9.9K | 17% | 3 | | Feb 2026 | Rum brands | 6.6K | 14.6% | 3 | | Mar 2026 | Rum brands | 8.1K | 15.5% | 3 | | Apr 2026 | Rum brands | 9.9K | 17.7% | 2 | | May 2026 | Rum brands | 14.8K | 24.7% | 2 | | Jun 2026 | Rum brands | 14.8K | 24.8% | 2 | | Jul 2026 | Rum brands | 12.1K | 19.3% | 2 | | Aug 2026 | Rum brands | 14.8K | 22.2% | 2 | | Sep 2026 | Rum brands | 12.1K | 18.2% | 2 | ## How are Kraken’s branded searches counted? Brandwave collects information about searches that people make online using Kraken’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. - “kraken rum” ## Which rum brands compete with Kraken? - [Bundaberg Rum](/demand/au/brands/bundaberg-rum): Head-to-head: /demand/au/compare/bundaberg-rum-vs-kraken - [Bacardi](/demand/au/brands/bacardi): Head-to-head: /demand/au/compare/bacardi-vs-kraken - [Captain Morgan](/demand/au/brands/captain-morgan): Head-to-head: /demand/au/compare/captain-morgan-vs-kraken - [Malibu](/demand/au/brands/malibu): Head-to-head: /demand/au/compare/kraken-vs-malibu - [Sailor Jerry](/demand/au/brands/sailor-jerry): Head-to-head: /demand/au/compare/kraken-vs-sailor-jerry - [Beenleigh](/demand/au/brands/beenleigh-rum) - [Diplomático](/demand/au/brands/diplomatico) - [Havana Club](/demand/au/brands/havana-club) ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "Kraken: search popularity in Australia". https://gobrandwave.com/demand/au/brands/kraken This page is also available as HTML at https://gobrandwave.com/demand/au/brands/kraken. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.