How popular isKraken?
In September 2026, people searched for Kraken by name about 12,100 times in Australia, a 22.2% increase from the previous year. These searches made up 18.2% of all Australia rum brand searches, placing Kraken second out of nine brands. When we asked both ChatGPT and Google AI Overviews about rum brands, Kraken appeared in one of the five answers and was the joint third most recommended of the nine.
Kraken is the second most searched of 9 competitors and the joint third most recommended in AI answers.
Bundaberg RumShare of searches 40%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
KrakenShare of searches 18.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 3rd
BacardiShare of searches 14.9%Mentioned in 1 of 5 AI answersPlace in AI recommendations 3rd
Captain MorganShare of searches 9.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
MalibuShare of searches 8.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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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.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Diplomático1st- Captain Morgan2nd
- Kraken3rd
- Bacardi3rd
Sailor Jerry5th
Havana Club6th- Bundaberg Rum7th
- Malibu–
Beenleigh–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Captain Morgan2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Sailor Jerry2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Diplomático2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Havana Club2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Bundaberg Rum1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Kraken1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Bacardi1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Malibu0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Beenleigh0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about rum brands
5 answers
Asked ChatGPT
“Which rum should I buy in Australia?”
Asked ChatGPT
“What are the best rum brands?”
Asked ChatGPT
“What's the best rum for cocktails?”
Searched Google, AI Overview
“rum”
Searched Google, AI Overview
“spiced rum”
Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.
Which rum brands compete with Kraken?
Share of searches by month for Bundaberg Rum, Kraken, Bacardi, Captain Morgan, Malibu, Sailor Jerry, Beenleigh. The figures are in the table below the chart.
View monthly share of searches table
| Month | Bundaberg Rum | Kraken | Bacardi | Captain Morgan | Malibu | Sailor Jerry | Beenleigh | Diplomático | Havana Club |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 41.8% | 15.6% | 15.6% | 10.4% | 6.9% | 3.8% | 3% | 1.6% | 1.4% |
| Nov 2025 | 41.6% | 15.5% | 15.5% | 10.3% | 6.9% | 3.8% | 3% | 1.6% | 2% |
| Dec 2025 | 37.8% | 17.2% | 17.2% | 9.4% | 9.4% | 3.4% | 2.8% | 1.2% | 1.5% |
| Jan 2026 | 36.2% | 17% | 17% | 9.3% | 9.3% | 4.1% | 3.3% | 1.5% | 2.2% |
| Feb 2026 | 39.2% | 14.6% | 14.6% | 11.9% | 8% | 5.3% | 2.9% | 1.6% | 1.9% |
| Mar 2026 | 40.1% | 15.5% | 15.5% | 12.6% | 6.9% | 3.6% | 3.1% | 1.4% | 1.4% |
| Apr 2026 | 38.9% | 17.7% | 14.5% | 11.8% | 7.9% | 3.4% | 2.9% | 1.3% | 1.6% |
| May 2026 | 36.2% | 24.7% | 13.5% | 11% | 6% | 3.2% | 2.7% | 1.2% | 1.5% |
| Jun 2026 | 36.4% | 24.8% | 13.6% | 11.1% | 6% | 3.2% | 2.2% | 1.5% | 1.2% |
| Jul 2026 | 41.2% | 19.3% | 12.9% | 10.5% | 7% | 3.8% | 2.6% | 1.2% | 1.4% |
| Aug 2026 | 39.8% | 22.2% | 12.1% | 9.9% | 6.6% | 3.6% | 2.8% | 1.5% | 1.5% |
| Sep 2026 | 40% | 18.2% | 14.9% | 9.9% | 8.1% | 3.6% | 2.4% | 1.5% | 1.3% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 40% | 26.6K | 0% | +0.2 points | |
| 2, held 2nd | 18.2% | 12.1K | -18.2% | -4 points | |
| 3, held 3rd | 14.9% | 9.9K | +22.2% | +2.8 points | |
| 4, held 4th | 9.9% | 6.6K | 0% | 0 points | |
| 5, held 5th | 8.1% | 5.4K | +22.7% | +1.5 points | |
| 6, held 6th | 3.6% | 2.4K | 0% | 0 points | |
| 7, held 7th | 2.4% | 1.6K | -15.8% | -0.4 points | |
| 8, held 8th | 1.5% | 1K | 0% | 0 points | |
| 9, held 9th | 1.3% | 880 | -12% | -0.2 points |
40%
Held 1st. 26.6K estimated branded searches, 0% vs prior month. Share +0.2 points.
2.
Kraken18.2%
Held 2nd. 12.1K estimated branded searches, -18.2% vs prior month. Share -4 points.
3.
Bacardi14.9%
Held 3rd. 9.9K estimated branded searches, +22.2% vs prior month. Share +2.8 points.
9.9%
Held 4th. 6.6K estimated branded searches, 0% vs prior month. Share 0 points.
5.
Malibu8.1%
Held 5th. 5.4K estimated branded searches, +22.7% vs prior month. Share +1.5 points.
3.6%
Held 6th. 2.4K estimated branded searches, 0% vs prior month. Share 0 points.
2.4%
Held 7th. 1.6K estimated branded searches, -15.8% vs prior month. Share -0.4 points.
1.5%
Held 8th. 1K estimated branded searches, 0% vs prior month. Share 0 points.
1.3%
Held 9th. 880 estimated branded searches, -12% vs prior month. Share -0.2 points.
Compare popularity between Kraken and its closest rivals
Every comparison with Kraken
8 comparisons
How has branded search demand for Kraken changed in Australia over the last 12 months?
4 findings
- 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?
4 changes
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.
How are Kraken’s branded searches counted?
1 search term
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
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Is Kraken your brand?
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