---
title: "Kraken: search popularity worldwide"
description: "Kraken is a rum brand. 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/global-en/brands/kraken"
publisher: "Brandwave"
---

# Kraken: search popularity worldwide

Kraken is a rum brand. 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

- **Brand**: Kraken
- **Market**: Global
- **Measured month**: Sep 2026
- **Share of Search among rum brands**: 11.2%

## Where the brand sits

| Competitive set | Rank | Share of Search | Estimated monthly branded searches |
| --- | --- | --- | --- |
| Rum brands | 3 | 11.2% | 165K |

- [Rum brands](/demand/global-en/categories/rum-brands)

## How has branded search demand for Kraken changed worldwide over the last 12 months?

- Across the 12 months ending September 2026, estimated monthly branded searches for Kraken worldwide held steady at 165K.
- Across the 12 months ending September 2026, Kraken’s estimated Share of Search among rum brands worldwide increased from 9.6% to 11.2%.
- Across the 12 months ending September 2026, Kraken’s estimated Share of Search among rum brands worldwide peaked at 12.7% in December 2025 and was lowest at 8.1% in April 2026.
- Across the 12 months ending September 2026, Kraken rose from 4th to 3rd among rum brands worldwide.

## How did search popularity change for rum brands worldwide in September 2026?

- In September 2026, Kraken overtook Havana Club to rank 3rd among rum brands worldwide, with 11.2% estimated Share of Search.
- In September 2026, Captain Morgan gained estimated Share of Search among rum brands worldwide, from 21.8% to 24.9%.
- In September 2026, Bacardi lost estimated Share of Search among rum brands worldwide, from 48.7% to 45.5%.
- In September 2026, Havana Club lost estimated Share of Search among rum brands worldwide, from 9.8% to 9.1%.
- In September 2026, Malibu lost estimated Share of Search among rum brands worldwide, from 8% to 7.4%.
- Estimated monthly branded searches for Sailor Jerry worldwide fell 18.1% over 12 measured months, from 33.1K to 27.1K in September 2026.

## Historical estimated branded-search demand

| Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Rum brands | 165K | 9.6% | 4 |
| Nov 2025 | Rum brands | 201K | 11.7% | 3 |
| Dec 2025 | Rum brands | 301K | 12.7% | 3 |
| Jan 2026 | Rum brands | 165K | 10.2% | 4 |
| Feb 2026 | Rum brands | 135K | 9.8% | 4 |
| Mar 2026 | Rum brands | 135K | 8.5% | 4 |
| Apr 2026 | Rum brands | 135K | 8.1% | 4 |
| May 2026 | Rum brands | 201K | 11.5% | 3 |
| Jun 2026 | Rum brands | 165K | 9.8% | 3 |
| Jul 2026 | Rum brands | 165K | 9.6% | 4 |
| Aug 2026 | Rum brands | 165K | 9.8% | 4 |
| Sep 2026 | Rum brands | 165K | 11.2% | 3 |

## How is Kraken measured?

Brandwave collects information about searches that people make online using Kraken’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

- “kraken rum”

## Which rum brands compete with Kraken?

- [Bacardi](/demand/global-en/brands/bacardi): Head-to-head: /demand/global-en/compare/bacardi-vs-kraken
- [Captain Morgan](/demand/global-en/brands/captain-morgan): Head-to-head: /demand/global-en/compare/captain-morgan-vs-kraken
- [Havana Club](/demand/global-en/brands/havana-club): Head-to-head: /demand/global-en/compare/havana-club-vs-kraken
- [Malibu](/demand/global-en/brands/malibu): Head-to-head: /demand/global-en/compare/kraken-vs-malibu
- [Sailor Jerry](/demand/global-en/brands/sailor-jerry): Head-to-head: /demand/global-en/compare/kraken-vs-sailor-jerry

## Methodology

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

## Cite this page

Brandwave. "Kraken: search popularity worldwide". https://gobrandwave.com/demand/global-en/brands/kraken

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