---
title: "Rum brands in Australia: Which are searched most?"
description: "Compare the rum brands Australians buy. Share of Search among Bundaberg Rum, Kraken, Bacardi, Captain Morgan, Malibu, Sailor Jerry, Beenleigh, Diplomático and Havana Club, the rum brands Brandwave compares in Australia, using the same methodology, market, and reporting period. 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/categories/au-rum-brands"
publisher: "Brandwave"
---

# Rum brands in Australia: Which are searched most?

Compare the rum brands Australians buy. Share of Search among Bundaberg Rum, Kraken, Bacardi, Captain Morgan, Malibu, Sailor Jerry, Beenleigh, Diplomático and Havana Club, the rum brands Brandwave compares in Australia, using the same methodology, market, and reporting period. 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

- **Competitive set**: Rum brands
- **Market**: Australia
- **Brands compared**: 9
- **Month measured**: Sep 2026
- **Highest Share of Search**: Bundaberg Rum, 40%

## Which brand is most popular in search among rum brands in Australia?

- In September 2026, Bundaberg Rum was the most searched among rum brands in Australia, with an estimated 26.6K branded searches, 40% of all searches for the nine we track.
- Kraken is in 2nd place, 21.8 percentage points behind at 18.2%.
- Across the 12 months ending September 2026, Bundaberg Rum’s share of searches among rum brands in Australia decreased from 41.8% to 40%.
- 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, Bacardi’s share of searches among rum brands in Australia decreased from 15.6% to 14.9%.
- Across the 12 months ending September 2026, Malibu’s share of searches among rum brands in Australia increased from 6.9% to 8.1%.
- Across the 12 months ending September 2026, Beenleigh’s share of searches among rum brands in Australia decreased from 3% to 2.4%.
- Across the 12 months ending September 2026, Bundaberg Rum’s share of searches among rum brands in Australia peaked at 41.8% in October 2025 and was lowest at 36.2% in January 2026.
- 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, Bacardi’s share of searches among rum brands in Australia peaked at 17.2% in December 2025 and was lowest at 12.1% in August 2026.
- Across the 12 months ending September 2026, Captain Morgan’s share of searches among rum brands in Australia peaked at 12.6% in March 2026 and was lowest at 9.3% in January 2026.
- Across the 12 months ending September 2026, Malibu’s share of searches among rum brands in Australia peaked at 9.4% in December 2025 and was lowest at 6% in May 2026.
- Across the 12 months ending September 2026, Sailor Jerry’s share of searches among rum brands in Australia peaked at 5.3% in February 2026 and was lowest at 3.2% in May 2026.
- Across the 12 months ending September 2026, Beenleigh’s share of searches among rum brands in Australia peaked at 3.3% in January 2026 and was lowest at 2.2% in June 2026.
- Across the 12 months ending September 2026, Havana Club’s share of searches among rum brands in Australia peaked at 2.2% in January 2026 and was lowest at 1.2% in June 2026.
- Across the 12 months ending September 2026, Kraken rose from 3rd to 2nd among rum brands in Australia.
- Across the 12 months ending September 2026, Bacardi fell from 2nd to 3rd among rum brands in Australia.
- Across the 12 months ending September 2026, Captain Morgan, Sailor Jerry, Diplomático and Havana Club held steady: their share of searches among rum brands in Australia each moved less than 0.5 percentage points.

## Top rum brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Captain Morgan, Sailor Jerry, Diplomático and Havana Club were mentioned most often, in two of the five answers. Diplomático was recommended most often, coming first in two out of four answers that gave a list. Captain Morgan was second, and Kraken and Bacardi tied for third. Malibu, which ranked fifth in searches, was not mentioned at all.

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.

## Compare search popularity between leading brands

- [Bundaberg Rum vs Kraken: compare search popularity](/demand/au/compare/bundaberg-rum-vs-kraken): 40% against 18.2% Share of Search.
- [Bundaberg Rum vs Bacardi: compare search popularity](/demand/au/compare/bacardi-vs-bundaberg-rum): 40% against 14.9% Share of Search.
- [Bundaberg Rum vs Captain Morgan: compare search popularity](/demand/au/compare/bundaberg-rum-vs-captain-morgan): 40% against 9.9% Share of Search.
- [Bundaberg Rum vs Malibu: compare search popularity](/demand/au/compare/bundaberg-rum-vs-malibu): 40% against 8.1% Share of Search.
- [Kraken vs Bacardi: compare search popularity](/demand/au/compare/bacardi-vs-kraken): 18.2% against 14.9% Share of Search.
- [Kraken vs Captain Morgan: compare search popularity](/demand/au/compare/captain-morgan-vs-kraken): 18.2% against 9.9% Share of Search.
- [Kraken vs Malibu: compare search popularity](/demand/au/compare/kraken-vs-malibu): 18.2% against 8.1% Share of Search.
- [Bacardi vs Captain Morgan: compare search popularity](/demand/au/compare/bacardi-vs-captain-morgan): 14.9% against 9.9% Share of Search.
- [Bacardi vs Malibu: compare search popularity](/demand/au/compare/bacardi-vs-malibu): 14.9% against 8.1% Share of Search.
- [Captain Morgan vs Malibu: compare search popularity](/demand/au/compare/captain-morgan-vs-malibu): 9.9% against 8.1% Share of Search.

## 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Bundaberg Rum | 40% | 26.6K | 0.0% | Diageo |
| 2 | Kraken | 18.2% | 12.1K | -18.2% | Kraken |
| 3 | Bacardi | 14.9% | 9.9K | +22.2% | Bacardi |
| 4 | Captain Morgan | 9.9% | 6.6K | 0.0% | Diageo |
| 5 | Malibu | 8.1% | 5.4K | +22.7% | Malibu |
| 6 | Sailor Jerry | 3.6% | 2.4K | 0.0% | Sailor Jerry |
| 7 | Beenleigh | 2.4% | 1.6K | -15.8% | Beenleigh |
| 8 | Diplomático | 1.5% | 1K | 0.0% | Diplomático |
| 9 | Havana Club | 1.3% | 880 | -12.0% | Havana Club |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Bundaberg Rum | 26.6K | 41.8% | 1 |
| Oct 2025 | Bacardi | 9.9K | 15.6% | 2 |
| Oct 2025 | Kraken | 9.9K | 15.6% | 3 |
| Oct 2025 | Captain Morgan | 6.6K | 10.4% | 4 |
| Oct 2025 | Malibu | 4.4K | 6.9% | 5 |
| Oct 2025 | Sailor Jerry | 2.4K | 3.8% | 6 |
| Oct 2025 | Beenleigh | 1.9K | 3% | 7 |
| Oct 2025 | Diplomático | 1K | 1.6% | 8 |
| Oct 2025 | Havana Club | 880 | 1.4% | 9 |
| Nov 2025 | Bundaberg Rum | 26.6K | 41.6% | 1 |
| Nov 2025 | Bacardi | 9.9K | 15.5% | 2 |
| Nov 2025 | Kraken | 9.9K | 15.5% | 3 |
| Nov 2025 | Captain Morgan | 6.6K | 10.3% | 4 |
| Nov 2025 | Malibu | 4.4K | 6.9% | 5 |
| Nov 2025 | Sailor Jerry | 2.4K | 3.8% | 6 |
| Nov 2025 | Beenleigh | 1.9K | 3% | 7 |
| Nov 2025 | Havana Club | 1.3K | 2% | 8 |
| Nov 2025 | Diplomático | 1K | 1.6% | 9 |
| Dec 2025 | Bundaberg Rum | 39.7K | 37.8% | 1 |
| Dec 2025 | Bacardi | 18.1K | 17.2% | 2 |
| Dec 2025 | Kraken | 18.1K | 17.2% | 3 |
| Dec 2025 | Captain Morgan | 9.9K | 9.4% | 4 |
| Dec 2025 | Malibu | 9.9K | 9.4% | 5 |
| Dec 2025 | Sailor Jerry | 3.6K | 3.4% | 6 |
| Dec 2025 | Beenleigh | 2.9K | 2.8% | 7 |
| Dec 2025 | Havana Club | 1.6K | 1.5% | 8 |
| Dec 2025 | Diplomático | 1.3K | 1.2% | 9 |
| Jan 2026 | Bundaberg Rum | 21K | 36.2% | 1 |
| Jan 2026 | Bacardi | 9.9K | 17% | 2 |
| Jan 2026 | Kraken | 9.9K | 17% | 3 |
| Jan 2026 | Captain Morgan | 5.4K | 9.3% | 4 |
| Jan 2026 | Malibu | 5.4K | 9.3% | 5 |
| Jan 2026 | Sailor Jerry | 2.4K | 4.1% | 6 |
| Jan 2026 | Beenleigh | 1.9K | 3.3% | 7 |
| Jan 2026 | Havana Club | 1.3K | 2.2% | 8 |
| Jan 2026 | Diplomático | 880 | 1.5% | 9 |
| Feb 2026 | Bundaberg Rum | 17.7K | 39.2% | 1 |
| Feb 2026 | Bacardi | 6.6K | 14.6% | 2 |
| Feb 2026 | Kraken | 6.6K | 14.6% | 3 |
| Feb 2026 | Captain Morgan | 5.4K | 11.9% | 4 |
| Feb 2026 | Malibu | 3.6K | 8% | 5 |
| Feb 2026 | Sailor Jerry | 2.4K | 5.3% | 6 |
| Feb 2026 | Beenleigh | 1.3K | 2.9% | 7 |
| Feb 2026 | Havana Club | 880 | 1.9% | 8 |
| Feb 2026 | Diplomático | 720 | 1.6% | 9 |
| Mar 2026 | Bundaberg Rum | 21K | 40.1% | 1 |
| Mar 2026 | Bacardi | 8.1K | 15.5% | 2 |
| Mar 2026 | Kraken | 8.1K | 15.5% | 3 |
| Mar 2026 | Captain Morgan | 6.6K | 12.6% | 4 |
| Mar 2026 | Malibu | 3.6K | 6.9% | 5 |
| Mar 2026 | Sailor Jerry | 1.9K | 3.6% | 6 |
| Mar 2026 | Beenleigh | 1.6K | 3.1% | 7 |
| Mar 2026 | Diplomático | 720 | 1.4% | 8 |
| Mar 2026 | Havana Club | 720 | 1.4% | 9 |
| Apr 2026 | Bundaberg Rum | 21.7K | 38.9% | 1 |
| Apr 2026 | Kraken | 9.9K | 17.7% | 2 |
| Apr 2026 | Bacardi | 8.1K | 14.5% | 3 |
| Apr 2026 | Captain Morgan | 6.6K | 11.8% | 4 |
| Apr 2026 | Malibu | 4.4K | 7.9% | 5 |
| Apr 2026 | Sailor Jerry | 1.9K | 3.4% | 6 |
| Apr 2026 | Beenleigh | 1.6K | 2.9% | 7 |
| Apr 2026 | Havana Club | 880 | 1.6% | 8 |
| Apr 2026 | Diplomático | 720 | 1.3% | 9 |
| May 2026 | Bundaberg Rum | 21.7K | 36.2% | 1 |
| May 2026 | Kraken | 14.8K | 24.7% | 2 |
| May 2026 | Bacardi | 8.1K | 13.5% | 3 |
| May 2026 | Captain Morgan | 6.6K | 11% | 4 |
| May 2026 | Malibu | 3.6K | 6% | 5 |
| May 2026 | Sailor Jerry | 1.9K | 3.2% | 6 |
| May 2026 | Beenleigh | 1.6K | 2.7% | 7 |
| May 2026 | Havana Club | 880 | 1.5% | 8 |
| May 2026 | Diplomático | 720 | 1.2% | 9 |
| Jun 2026 | Bundaberg Rum | 21.7K | 36.4% | 1 |
| Jun 2026 | Kraken | 14.8K | 24.8% | 2 |
| Jun 2026 | Bacardi | 8.1K | 13.6% | 3 |
| Jun 2026 | Captain Morgan | 6.6K | 11.1% | 4 |
| Jun 2026 | Malibu | 3.6K | 6% | 5 |
| Jun 2026 | Sailor Jerry | 1.9K | 3.2% | 6 |
| Jun 2026 | Beenleigh | 1.3K | 2.2% | 7 |
| Jun 2026 | Diplomático | 880 | 1.5% | 8 |
| Jun 2026 | Havana Club | 720 | 1.2% | 9 |
| Jul 2026 | Bundaberg Rum | 25.8K | 41.2% | 1 |
| Jul 2026 | Kraken | 12.1K | 19.3% | 2 |
| Jul 2026 | Bacardi | 8.1K | 12.9% | 3 |
| Jul 2026 | Captain Morgan | 6.6K | 10.5% | 4 |
| Jul 2026 | Malibu | 4.4K | 7% | 5 |
| Jul 2026 | Sailor Jerry | 2.4K | 3.8% | 6 |
| Jul 2026 | Beenleigh | 1.6K | 2.6% | 7 |
| Jul 2026 | Havana Club | 880 | 1.4% | 8 |
| Jul 2026 | Diplomático | 720 | 1.2% | 9 |
| Aug 2026 | Bundaberg Rum | 26.6K | 39.8% | 1 |
| Aug 2026 | Kraken | 14.8K | 22.2% | 2 |
| Aug 2026 | Bacardi | 8.1K | 12.1% | 3 |
| Aug 2026 | Captain Morgan | 6.6K | 9.9% | 4 |
| Aug 2026 | Malibu | 4.4K | 6.6% | 5 |
| Aug 2026 | Sailor Jerry | 2.4K | 3.6% | 6 |
| Aug 2026 | Beenleigh | 1.9K | 2.8% | 7 |
| Aug 2026 | Diplomático | 1K | 1.5% | 8 |
| Aug 2026 | Havana Club | 1K | 1.5% | 9 |
| Sep 2026 | Bundaberg Rum | 26.6K | 40% | 1 |
| Sep 2026 | Kraken | 12.1K | 18.2% | 2 |
| Sep 2026 | Bacardi | 9.9K | 14.9% | 3 |
| Sep 2026 | Captain Morgan | 6.6K | 9.9% | 4 |
| Sep 2026 | Malibu | 5.4K | 8.1% | 5 |
| Sep 2026 | Sailor Jerry | 2.4K | 3.6% | 6 |
| Sep 2026 | Beenleigh | 1.6K | 2.4% | 7 |
| Sep 2026 | Diplomático | 1K | 1.5% | 8 |
| Sep 2026 | Havana Club | 880 | 1.3% | 9 |

## What is being compared

- **Bacardi**: Measured on the search term “bacardi”.
- **Beenleigh**: Measured on the search term “beenleigh rum”.
- **Bundaberg Rum**: Measured on the search terms “bundaberg rum” and “bundy rum”, summed into one figure.
- **Captain Morgan**: Measured on the search term “captain morgan”.
- **Diplomático**: Measured on the search term “diplomatico”.
- **Havana Club**: Measured on the search term “havana club”.
- **Kraken**: Measured on the search term “kraken rum”.
- **Malibu**: Measured on the search term “malibu rum”.
- **Sailor Jerry**: Measured on the search term “sailor jerry”.

- [Bacardi](/demand/au/brands/bacardi)
- [Beenleigh](/demand/au/brands/beenleigh-rum)
- [Bundaberg Rum](/demand/au/brands/bundaberg-rum)
- [Captain Morgan](/demand/au/brands/captain-morgan)
- [Diplomático](/demand/au/brands/diplomatico)
- [Havana Club](/demand/au/brands/havana-club)
- [Kraken](/demand/au/brands/kraken)
- [Malibu](/demand/au/brands/malibu)
- [Sailor Jerry](/demand/au/brands/sailor-jerry)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among rum brands in Australia?

In September 2026, Bundaberg Rum was the most searched among rum brands in Australia, with an estimated 26.6K branded searches, 40% of all searches for the nine we track.

## Cite this page

Brandwave. "Rum brands in Australia: Which are searched most?". https://gobrandwave.com/demand/au/categories/au-rum-brands

This page is also available as HTML at https://gobrandwave.com/demand/au/categories/au-rum-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.