Bundaberg Rum vs Kraken:Which is more popular?
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%. When we asked ChatGPT and Google AI Overviews about rum brands, Bundaberg Rum and Kraken each appeared in one of the five answers. Bundaberg Rum and Kraken were each mentioned first in one of the two answers that named either.
Who do people search for more?
Bundaberg Rum, about 2 searches for every 1 for Kraken
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, 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.
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 Bundaberg Rum or Kraken more popular in search?
This chart shows how often people search Google for Bundaberg Rum 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 Bundaberg Rum, Kraken. 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 Bundaberg Rum and Kraken comparison changed over the last 12 months?
3 findings
- 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.
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?
3 search terms
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
2 branded search terms
- bundaberg rum
- bundy rum
Kraken
1 branded search term
- kraken rum
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