Kraken vs Malibu:Which is searched more?
In September 2026, Kraken had more branded searches than Malibu among rum brands worldwide. Kraken was estimated to have 165K branded searches compared to Malibu’s 110K, and held an 11.2% Share of Search versus Malibu’s 7.4%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Kraken or Malibu?
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, Malibu. 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 Kraken and Malibu comparison changed over the last 12 months?
3 findings
- Kraken was ahead of Malibu in every measured month of the 12 months ending September 2026.
- 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.
- Across the 12 months ending September 2026, Malibu’s estimated Share of Search among rum brands worldwide moved from 9.6% to 7.4%, and its estimated monthly branded searches moved from 165K to 110K.
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, Malibu lost estimated Share of Search among rum brands worldwide, from 8% to 7.4%.
Other head-to-heads among rum brands
How each brand is measured
Brandwave collects information about searches that people make online using Kraken’s and Malibu’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.
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