Bacardi vs Kraken:Which is searched more?
In September 2026, Bacardi had more branded searches than Kraken among rum brands worldwide. Bacardi was estimated to have 673K branded searches compared to Kraken’s 165K, and held a 45.5% Share of Search versus Kraken’s 11.2%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Bacardi or Kraken?
Compare the rum brands people buy. 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.
Share of Search by month for Bacardi, Kraken. The figures are in the table below the chart.
View monthly share of search table
| Month | Bacardi | Captain Morgan | Kraken | Havana Club | Malibu | Sailor Jerry |
|---|---|---|---|---|---|---|
| Oct 2025 | 47.9% | 21.4% | 9.6% | 9.6% | 9.6% | 1.9% |
| Nov 2025 | 47.7% | 21.3% | 11.7% | 9.6% | 7.8% | 1.9% |
| Dec 2025 | 51.3% | 18.9% | 12.7% | 8.5% | 6.9% | 1.7% |
| Jan 2026 | 50.7% | 18.6% | 10.2% | 10.2% | 8.3% | 2% |
| Feb 2026 | 48.7% | 21.8% | 9.8% | 9.8% | 8% | 2% |
| Mar 2026 | 51.7% | 18.9% | 8.5% | 10.4% | 8.5% | 2.1% |
| Apr 2026 | 49.6% | 22.2% | 8.1% | 9.9% | 8.1% | 2% |
| May 2026 | 46.9% | 21% | 11.5% | 9.4% | 9.4% | 1.9% |
| Jun 2026 | 48.7% | 21.8% | 9.8% | 8% | 9.8% | 2% |
| Jul 2026 | 47.9% | 21.4% | 9.6% | 9.6% | 9.6% | 1.9% |
| Aug 2026 | 48.7% | 21.8% | 9.8% | 9.8% | 8% | 2% |
| Sep 2026 | 45.5% | 24.9% | 11.2% | 9.1% | 7.4% | 1.8% |
How has the Bacardi and Kraken comparison changed over the last 12 months?
3 findings
- Bacardi was ahead of Kraken in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Bacardi’s estimated Share of Search among rum brands worldwide moved from 47.9% to 45.5%, and its estimated monthly branded searches moved from 823K to 673K.
- Across the 12 months ending September 2026, Kraken’s estimated Share of Search among rum brands worldwide moved from 9.6% to 11.2%, and its estimated monthly branded searches held steady at 165K.
How did search popularity change for rum brands worldwide in September 2026?
2 changes
In September 2026, Kraken overtook Havana Club to rank 3rd among rum brands worldwide, with 11.2% estimated Share of Search.
In September 2026, Bacardi lost estimated Share of Search among rum brands worldwide, from 48.7% to 45.5%.
Other head-to-heads among rum brands
Bacardi vs Captain Morgan: compare search popularity
Bacardi vs Havana Club: compare search popularity
Bacardi vs Malibu: compare search popularity- Captain Morgan vs Kraken: compare search popularity
- Captain Morgan vs Havana Club: compare search popularity
- Captain Morgan vs Malibu: compare search popularity
How each brand is measured
Brandwave collects information about searches that people make online using Bacardi’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.
Put your own brand in this comparison
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