---
title: "Rum brands: Which are searched most?"
description: "Compare the rum brands people buy. Share of Search among Bacardi, Captain Morgan, Kraken, Havana Club, Malibu and Sailor Jerry, the rum brands Brandwave compares worldwide, using the same methodology, market, and reporting period. 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/categories/rum-brands"
publisher: "Brandwave"
---

# Rum brands: Which are searched most?

Compare the rum brands people buy. Share of Search among Bacardi, Captain Morgan, Kraken, Havana Club, Malibu and Sailor Jerry, the rum brands Brandwave compares worldwide, using the same methodology, market, and reporting period. 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

- **Competitive set**: Rum brands
- **Market**: Global
- **Brands compared**: 6
- **Month measured**: Sep 2026
- **Highest Share of Search**: Bacardi, 45.5%

## Which brand is most popular in search among rum brands worldwide?

- In September 2026, Bacardi was the most searched among rum brands worldwide, with an estimated 673K branded searches and 45.5% estimated Share of Search within this set.
- Captain Morgan is in 2nd place, 20.6 percentage points behind at 24.9% Share of Search.
- Across the 12 months ending September 2026, Bacardi’s estimated Share of Search among rum brands worldwide decreased from 47.9% to 45.5%.
- Across the 12 months ending September 2026, Captain Morgan’s estimated Share of Search among rum brands worldwide increased from 21.4% to 24.9%.
- 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, Malibu’s estimated Share of Search among rum brands worldwide decreased from 9.6% to 7.4%.
- Across the 12 months ending September 2026, Bacardi’s estimated Share of Search among rum brands worldwide peaked at 51.7% in March 2026 and was lowest at 45.5% in September 2026.
- Across the 12 months ending September 2026, Captain Morgan’s estimated Share of Search among rum brands worldwide peaked at 24.9% in September 2026 and was lowest at 18.6% in January 2026.
- 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, Havana Club’s estimated Share of Search among rum brands worldwide peaked at 10.4% in March 2026 and was lowest at 8% in June 2026.
- 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.
- Across the 12 months ending September 2026, Kraken rose from 4th to 3rd among rum brands worldwide.
- Across the 12 months ending September 2026, Havana Club fell from 3rd to 4th among rum brands worldwide.
- Across the 12 months ending September 2026, Sailor Jerry held steady: its estimated Share of Search among rum brands worldwide moved less than 0.5 percentage points.

## Compare search popularity between leading brands

- [Bacardi vs Captain Morgan: compare search popularity](/demand/global-en/compare/bacardi-vs-captain-morgan): 45.5% against 24.9% Share of Search.
- [Bacardi vs Kraken: compare search popularity](/demand/global-en/compare/bacardi-vs-kraken): 45.5% against 11.2% Share of Search.
- [Bacardi vs Havana Club: compare search popularity](/demand/global-en/compare/bacardi-vs-havana-club): 45.5% against 9.1% Share of Search.
- [Bacardi vs Malibu: compare search popularity](/demand/global-en/compare/bacardi-vs-malibu): 45.5% against 7.4% Share of Search.
- [Captain Morgan vs Kraken: compare search popularity](/demand/global-en/compare/captain-morgan-vs-kraken): 24.9% against 11.2% Share of Search.
- [Captain Morgan vs Havana Club: compare search popularity](/demand/global-en/compare/captain-morgan-vs-havana-club): 24.9% against 9.1% Share of Search.
- [Captain Morgan vs Malibu: compare search popularity](/demand/global-en/compare/captain-morgan-vs-malibu): 24.9% against 7.4% Share of Search.
- [Kraken vs Havana Club: compare search popularity](/demand/global-en/compare/havana-club-vs-kraken): 11.2% against 9.1% Share of Search.
- [Kraken vs Malibu: compare search popularity](/demand/global-en/compare/kraken-vs-malibu): 11.2% against 7.4% Share of Search.
- [Havana Club vs Malibu: compare search popularity](/demand/global-en/compare/havana-club-vs-malibu): 9.1% against 7.4% Share of Search.

## 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Bacardi | 45.5% | 673K | -18.2% | Bacardi |
| 2 | Captain Morgan | 24.9% | 368K | 0.0% | Diageo |
| 3 | Kraken | 11.2% | 165K | 0.0% | Kraken |
| 4 | Havana Club | 9.1% | 135K | -18.2% | Havana Club |
| 5 | Malibu | 7.4% | 110K | -18.5% | Malibu |
| 6 | Sailor Jerry | 1.8% | 27.1K | -18.1% | Sailor Jerry |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Bacardi | 823K | 47.9% | 1 |
| Oct 2025 | Captain Morgan | 368K | 21.4% | 2 |
| Oct 2025 | Havana Club | 165K | 9.6% | 3 |
| Oct 2025 | Kraken | 165K | 9.6% | 4 |
| Oct 2025 | Malibu | 165K | 9.6% | 5 |
| Oct 2025 | Sailor Jerry | 33.1K | 1.9% | 6 |
| Nov 2025 | Bacardi | 823K | 47.7% | 1 |
| Nov 2025 | Captain Morgan | 368K | 21.3% | 2 |
| Nov 2025 | Kraken | 201K | 11.7% | 3 |
| Nov 2025 | Havana Club | 165K | 9.6% | 4 |
| Nov 2025 | Malibu | 135K | 7.8% | 5 |
| Nov 2025 | Sailor Jerry | 33.1K | 1.9% | 6 |
| Dec 2025 | Bacardi | 1.2M | 51.3% | 1 |
| Dec 2025 | Captain Morgan | 450K | 18.9% | 2 |
| Dec 2025 | Kraken | 301K | 12.7% | 3 |
| Dec 2025 | Havana Club | 201K | 8.5% | 4 |
| Dec 2025 | Malibu | 165K | 6.9% | 5 |
| Dec 2025 | Sailor Jerry | 40.5K | 1.7% | 6 |
| Jan 2026 | Bacardi | 823K | 50.7% | 1 |
| Jan 2026 | Captain Morgan | 301K | 18.6% | 2 |
| Jan 2026 | Havana Club | 165K | 10.2% | 3 |
| Jan 2026 | Kraken | 165K | 10.2% | 4 |
| Jan 2026 | Malibu | 135K | 8.3% | 5 |
| Jan 2026 | Sailor Jerry | 33.1K | 2% | 6 |
| Feb 2026 | Bacardi | 673K | 48.7% | 1 |
| Feb 2026 | Captain Morgan | 301K | 21.8% | 2 |
| Feb 2026 | Havana Club | 135K | 9.8% | 3 |
| Feb 2026 | Kraken | 135K | 9.8% | 4 |
| Feb 2026 | Malibu | 110K | 8% | 5 |
| Feb 2026 | Sailor Jerry | 27.1K | 2% | 6 |
| Mar 2026 | Bacardi | 823K | 51.7% | 1 |
| Mar 2026 | Captain Morgan | 301K | 18.9% | 2 |
| Mar 2026 | Havana Club | 165K | 10.4% | 3 |
| Mar 2026 | Kraken | 135K | 8.5% | 4 |
| Mar 2026 | Malibu | 135K | 8.5% | 5 |
| Mar 2026 | Sailor Jerry | 33.1K | 2.1% | 6 |
| Apr 2026 | Bacardi | 823K | 49.6% | 1 |
| Apr 2026 | Captain Morgan | 368K | 22.2% | 2 |
| Apr 2026 | Havana Club | 165K | 9.9% | 3 |
| Apr 2026 | Kraken | 135K | 8.1% | 4 |
| Apr 2026 | Malibu | 135K | 8.1% | 5 |
| Apr 2026 | Sailor Jerry | 33.1K | 2% | 6 |
| May 2026 | Bacardi | 823K | 46.9% | 1 |
| May 2026 | Captain Morgan | 368K | 21% | 2 |
| May 2026 | Kraken | 201K | 11.5% | 3 |
| May 2026 | Havana Club | 165K | 9.4% | 4 |
| May 2026 | Malibu | 165K | 9.4% | 5 |
| May 2026 | Sailor Jerry | 33.1K | 1.9% | 6 |
| Jun 2026 | Bacardi | 823K | 48.7% | 1 |
| Jun 2026 | Captain Morgan | 368K | 21.8% | 2 |
| Jun 2026 | Kraken | 165K | 9.8% | 3 |
| Jun 2026 | Malibu | 165K | 9.8% | 4 |
| Jun 2026 | Havana Club | 135K | 8% | 5 |
| Jun 2026 | Sailor Jerry | 33.1K | 2% | 6 |
| Jul 2026 | Bacardi | 823K | 47.9% | 1 |
| Jul 2026 | Captain Morgan | 368K | 21.4% | 2 |
| Jul 2026 | Havana Club | 165K | 9.6% | 3 |
| Jul 2026 | Kraken | 165K | 9.6% | 4 |
| Jul 2026 | Malibu | 165K | 9.6% | 5 |
| Jul 2026 | Sailor Jerry | 33.1K | 1.9% | 6 |
| Aug 2026 | Bacardi | 823K | 48.7% | 1 |
| Aug 2026 | Captain Morgan | 368K | 21.8% | 2 |
| Aug 2026 | Havana Club | 165K | 9.8% | 3 |
| Aug 2026 | Kraken | 165K | 9.8% | 4 |
| Aug 2026 | Malibu | 135K | 8% | 5 |
| Aug 2026 | Sailor Jerry | 33.1K | 2% | 6 |
| Sep 2026 | Bacardi | 673K | 45.5% | 1 |
| Sep 2026 | Captain Morgan | 368K | 24.9% | 2 |
| Sep 2026 | Kraken | 165K | 11.2% | 3 |
| Sep 2026 | Havana Club | 135K | 9.1% | 4 |
| Sep 2026 | Malibu | 110K | 7.4% | 5 |
| Sep 2026 | Sailor Jerry | 27.1K | 1.8% | 6 |

## What is being compared

- **Bacardi**: Measured on the search term “bacardi”.
- **Captain Morgan**: Measured on the search term “captain morgan”.
- **Havana Club**: Measured on the search term “havana club”.
- **Kraken**: Measured on the search term “kraken rum”.
- **Malibu**: Measured on the search term “malibu rum”.
- **Sailor Jerry**: Measured on the search term “sailor jerry”.

- [Bacardi](/demand/global-en/brands/bacardi)
- [Captain Morgan](/demand/global-en/brands/captain-morgan)
- [Havana Club](/demand/global-en/brands/havana-club)
- [Kraken](/demand/global-en/brands/kraken)
- [Malibu](/demand/global-en/brands/malibu)
- [Sailor Jerry](/demand/global-en/brands/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.

## Frequently asked questions

### Which brand is most popular in search among rum brands worldwide?

In September 2026, Bacardi was the most searched among rum brands worldwide, with an estimated 673K branded searches and 45.5% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "Rum brands: Which are searched most?". https://gobrandwave.com/demand/global-en/categories/rum-brands

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