Bacardi vs Kraken:Which is more popular?
In September 2026, Kraken had more branded searches than Bacardi among rum brands in Australia. Kraken had about 12,100 branded searches, while Bacardi had 9,900. Kraken made up 18.2% of all rum brand searches we track, and Bacardi accounted for 14.9%. When we asked ChatGPT and Google AI Overviews about rum brands, Bacardi and Kraken each appeared in one of the five answers. Bacardi and Kraken were each mentioned first in one of the two answers that named either.
Who do people search for more?
Kraken, about 22% more searches than Bacardi
Who does AI mention more?
Both were mentioned in 1 of 5 answers.
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 two Google AI Overviews, Bacardi and Kraken were each mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Bacardi and Kraken 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.
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.
Is Bacardi or Kraken more popular in search?
This chart shows how often people search Google for Bacardi and Kraken by name. Each line represents a brand's share of searches for all nine rum brands we track, month by month, from searches in Australia.
Share of searches by month for Kraken, Bacardi. 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% |
How has the Bacardi and Kraken comparison changed over the last 12 months?
3 findings
- Kraken was ahead of Bacardi in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Bacardi’s share of searches among rum brands in Australia moved from 15.6% to 14.9%, and its estimated monthly branded searches held steady at 9.9K.
- Across the 12 months ending September 2026, Kraken’s share of searches among rum brands in Australia moved from 15.6% to 18.2%, and its estimated monthly branded searches moved from 9.9K to 12.1K.
How did search popularity change for Australia rum brands in September 2026?
2 changes
In September 2026, Bacardi gained share of searches among rum brands in Australia, from 12.1% to 14.9%.
In September 2026, Kraken lost share of searches among rum brands in Australia, from 22.2% to 18.2%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Bacardi’s and Kraken’s 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.
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