Brandwave

How popular isMalibu in search?

In September 2026, there were an estimated 132K branded searches for Malibu worldwide which is down 27.8% over the last 12 months. Malibu holds 7.4% estimated Share of Search among rum brands worldwide and is ranked 5th of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Bacardi45.5%
  2. Captain Morgan24.9%
  3. Kraken11.2%
  4. Havana Club9.1%
  5. Malibu7.4%
  6. Sailor Jerry1.8%
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Where does Malibu compete?

Malibu is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Rum brands5th of 67.4%Shown below
Boat brands3rd of 513.6%Show ranking

Which rum brands compete with Malibu?

Malibu against rum brands worldwide, by month

Share of Search by month for Bacardi, Captain Morgan, Kraken, Havana Club, Malibu. The figures are in the table below the chart.

View monthly share of search table
MonthBacardiCaptain MorganKrakenHavana ClubMalibuSailor Jerry
Oct 202547.9%21.4%9.6%9.6%9.6%1.9%
Nov 202547.7%21.3%11.7%9.6%7.8%1.9%
Dec 202551.3%18.9%12.7%8.5%6.9%1.7%
Jan 202650.7%18.6%10.2%10.2%8.3%2%
Feb 202648.7%21.8%9.8%9.8%8%2%
Mar 202651.7%18.9%8.5%10.4%8.5%2.1%
Apr 202649.6%22.2%8.1%9.9%8.1%2%
May 202646.9%21%11.5%9.4%9.4%1.9%
Jun 202648.7%21.8%9.8%8%9.8%2%
Jul 202647.9%21.4%9.6%9.6%9.6%1.9%
Aug 202648.7%21.8%9.8%9.8%8%2%
Sep 202645.5%24.9%11.2%9.1%7.4%1.8%

  1. 1.Bacardi

    45.5%

    Held 1st. 673K estimated branded searches, -18.2% vs prior month. Share -3.2 points.

  2. 2.Captain Morgan

    24.9%

    Held 2nd. 368K estimated branded searches, 0% vs prior month. Share +3.1 points.

  3. 3.Kraken

    11.2%

    Moved from 4th to 3rd. 165K estimated branded searches, 0% vs prior month. Share +1.4 points.

  4. 4.Havana Club

    9.1%

    Moved from 3rd to 4th. 135K estimated branded searches, -18.2% vs prior month. Share -0.6 points.

  5. 5.Malibu

    7.4%

    Held 5th. 110K estimated branded searches, -18.5% vs prior month. Share -0.6 points.

  6. 6.Sailor Jerry

    1.8%

    Held 6th. 27.1K estimated branded searches, -18.1% vs prior month. Share -0.1 points.

Compare search popularity between Malibu and its closest rivals

Every comparison with Malibu

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

  • Across the 12 months ending September 2026, estimated monthly branded searches for Malibu worldwide fell from 183K to 132K.
  • Across the 12 months ending September 2026, Malibu’s estimated Share of Search among rum brands worldwide decreased from 9.6% to 7.4%.
  • Across the 12 months ending September 2026, Malibu’s estimated Share of Search among rum brands worldwide peaked at 9.8% in June 2026 and was lowest at 6.9% in December 2025.

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

  1. In September 2026, Kraken overtook Havana Club to rank 3rd among rum brands worldwide, with 11.2% estimated Share of Search.

  2. In September 2026, Captain Morgan gained estimated Share of Search among rum brands worldwide, from 21.8% to 24.9%.

  3. In September 2026, Bacardi lost estimated Share of Search among rum brands worldwide, from 48.7% to 45.5%.

  4. In September 2026, Havana Club lost estimated Share of Search among rum brands worldwide, from 9.8% to 9.1%.

  5. In September 2026, Malibu lost estimated Share of Search among rum brands worldwide, from 8% to 7.4%.

  6. Estimated monthly branded searches for Sailor Jerry worldwide fell 18.1% over 12 measured months, from 33.1K to 27.1K in September 2026.

How is Malibu measured?

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

2 branded search terms

  • malibu boat
  • malibu rum

Do you work for Malibu? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

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