--- title: "Bundaberg Rum vs Kraken: Which is searched more in Australia?" description: "Is Bundaberg Rum or Kraken more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Rum brands set in Australia. 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/compare/bundaberg-rum-vs-kraken" publisher: "Brandwave" --- # Bundaberg Rum vs Kraken: Which is searched more in Australia? Is Bundaberg Rum or Kraken more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Rum brands set in Australia. 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 - **Compared**: Bundaberg Rum and Kraken - **Competitive set**: Rum brands - **Market**: Australia - **Month measured**: Sep 2026 - **Bundaberg Rum Share of Search**: 40% - **Kraken Share of Search**: 18.2% ## Is Bundaberg Rum or Kraken more popular in search? - In September 2026, Bundaberg Rum had more branded searches than Kraken among rum brands in Australia. Bundaberg Rum had about 26,600 branded searches, while Kraken had 12,100. Bundaberg Rum made up 40% of all rum brand searches we track, and Kraken accounted for 18.2%. - Bundaberg Rum was ahead of Kraken in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Bundaberg Rum’s share of searches among rum brands in Australia moved from 41.8% to 40%, and its estimated monthly branded searches held steady at 26.6K. - 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. ## Top rum brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Bundaberg Rum was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the 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. Bundaberg Rum and Kraken were each listed first in one of the two answers that named either. 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 did search popularity change for Australia rum brands in September 2026? - In September 2026, Kraken lost share of searches among rum brands in Australia, from 22.2% to 18.2%. ## Month by month | Month | Bundaberg Rum estimated searches | Bundaberg Rum Share of Search | Bundaberg Rum rank | Kraken estimated searches | Kraken Share of Search | Kraken rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 26.6K | 41.8% | 1 | 9.9K | 15.6% | 3 | | Nov 2025 | 26.6K | 41.6% | 1 | 9.9K | 15.5% | 3 | | Dec 2025 | 39.7K | 37.8% | 1 | 18.1K | 17.2% | 3 | | Jan 2026 | 21K | 36.2% | 1 | 9.9K | 17% | 3 | | Feb 2026 | 17.7K | 39.2% | 1 | 6.6K | 14.6% | 3 | | Mar 2026 | 21K | 40.1% | 1 | 8.1K | 15.5% | 3 | | Apr 2026 | 21.7K | 38.9% | 1 | 9.9K | 17.7% | 2 | | May 2026 | 21.7K | 36.2% | 1 | 14.8K | 24.7% | 2 | | Jun 2026 | 21.7K | 36.4% | 1 | 14.8K | 24.8% | 2 | | Jul 2026 | 25.8K | 41.2% | 1 | 12.1K | 19.3% | 2 | | Aug 2026 | 26.6K | 39.8% | 1 | 14.8K | 22.2% | 2 | | Sep 2026 | 26.6K | 40% | 1 | 12.1K | 18.2% | 2 | ## How each brand is measured Brandwave collects information about searches that people make online using Bundaberg Rum’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. - **Bundaberg Rum**: Measured on the search terms “bundaberg rum” and “bundy rum”, summed into one figure. - **Kraken**: Measured on the search term “kraken rum”. - [Bundaberg Rum profile](/demand/au/brands/bundaberg-rum) - [Kraken profile](/demand/au/brands/kraken) - [All rum brands in Australia](/demand/au/categories/au-rum-brands): The set both shares are measured inside, 9 brands. ## 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 ### Is Bundaberg Rum or Kraken more popular in search? In September 2026, Bundaberg Rum had more branded searches than Kraken among rum brands in Australia. Bundaberg Rum had about 26,600 branded searches, while Kraken had 12,100. Bundaberg Rum made up 40% of all rum brand searches we track, and Kraken accounted for 18.2%. ## Cite this page Brandwave. "Bundaberg Rum vs Kraken: Which is searched more in Australia?". https://gobrandwave.com/demand/au/compare/bundaberg-rum-vs-kraken This page is also available as HTML at https://gobrandwave.com/demand/au/compare/bundaberg-rum-vs-kraken. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.