Diplomático vs Kraken:Which is more popular?
In September 2026, Kraken had more branded searches than Diplomático among rum brands in Australia. Kraken had about 12,100 branded searches, while Diplomático had 1,000. Kraken made up 18.2% of all rum brand searches we track, and Diplomático accounted for 1.5%. When we asked ChatGPT and Google AI Overviews about rum brands, Diplomático appeared in two of the five answers and Kraken in one. Diplomático was mentioned before Kraken in two out of three answers that named either.
Who do people search for more?
Kraken, about 12 searches for every 1 for Diplomático
Who does AI mention more?
Diplomático, mentioned in 2 of 5 answers, Kraken in 1
Who does AI recommend more?
Diplomático, named ahead of Kraken in 2 of 3 answers
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Top rum brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Diplomático was mentioned in two out of five: in two 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. Diplomático was listed before Kraken in two out of three 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 Diplomático or Kraken more popular in search?
This chart shows how often people search Google for Diplomático 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, Diplomático. 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 Diplomático and Kraken comparison changed over the last 12 months?
3 findings
- Kraken was ahead of Diplomático in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Diplomático’s share of searches among rum brands in Australia moved from 1.6% to 1.5%, and its estimated monthly branded searches held steady at 1K.
- 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?
1 change
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 Diplomático’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.
Diplomático
1 branded search term
- diplomatico
Kraken
1 branded search term
- kraken rum
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