Havana Club vs Kraken:Which is searched more?
In September 2026, Kraken had more branded searches than Havana Club among rum brands worldwide. Kraken was estimated to have 165K branded searches compared to Havana Club’s 135K, and held an 11.2% Share of Search versus Havana Club’s 9.1%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Havana Club 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 Kraken, Havana Club. 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 Havana Club and Kraken comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: Havana Club took it in March 2026, Kraken took it in May 2026.
- Across the 12 months ending September 2026, Havana Club’s estimated Share of Search among rum brands worldwide moved from 9.6% to 9.1%, and its estimated monthly branded searches moved from 165K to 135K.
- 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, Havana Club lost estimated Share of Search among rum brands worldwide, from 9.8% to 9.1%.
Other head-to-heads among rum brands
How each brand is measured
Brandwave collects information about searches that people make online using Havana Club’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.
Havana Club
1 branded search term
- havana club
Kraken
1 branded search term
- kraken rum
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