---
title: "Kraken vs Malibu: Which is searched more?"
description: "Which is more popular in search, Kraken or Malibu? Compare estimated monthly branded-search demand and Share of Search inside the Rum brands set worldwide. 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/compare/kraken-vs-malibu"
publisher: "Brandwave"
---

# Kraken vs Malibu: Which is searched more?

Which is more popular in search, Kraken or Malibu? Compare estimated monthly branded-search demand and Share of Search inside the Rum brands set worldwide. 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

- **Compared**: Kraken and Malibu
- **Competitive set**: Rum brands
- **Market**: Global
- **Month measured**: Sep 2026
- **Kraken Share of Search**: 11.2%
- **Malibu Share of Search**: 7.4%

## Which is more popular in search, Kraken or Malibu?

- 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%.
- 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?

- 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%.

## Month by month

| Month | Kraken estimated searches | Kraken Share of Search | Kraken rank | Malibu estimated searches | Malibu Share of Search | Malibu rank |
| --- | --- | --- | --- | --- | --- | --- |
| Oct 2025 | 165K | 9.6% | 4 | 165K | 9.6% | 5 |
| Nov 2025 | 201K | 11.7% | 3 | 135K | 7.8% | 5 |
| Dec 2025 | 301K | 12.7% | 3 | 165K | 6.9% | 5 |
| Jan 2026 | 165K | 10.2% | 4 | 135K | 8.3% | 5 |
| Feb 2026 | 135K | 9.8% | 4 | 110K | 8% | 5 |
| Mar 2026 | 135K | 8.5% | 4 | 135K | 8.5% | 5 |
| Apr 2026 | 135K | 8.1% | 4 | 135K | 8.1% | 5 |
| May 2026 | 201K | 11.5% | 3 | 165K | 9.4% | 5 |
| Jun 2026 | 165K | 9.8% | 3 | 165K | 9.8% | 4 |
| Jul 2026 | 165K | 9.6% | 4 | 165K | 9.6% | 5 |
| Aug 2026 | 165K | 9.8% | 4 | 135K | 8% | 5 |
| Sep 2026 | 165K | 11.2% | 3 | 110K | 7.4% | 5 |

## 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.

- **Kraken**: Measured on the search term “kraken rum”.
- **Malibu**: Measured on the search term “malibu rum”.

- [Kraken profile](/demand/global-en/brands/kraken)
- [Malibu profile](/demand/global-en/brands/malibu)
- [All rum brands worldwide](/demand/global-en/categories/rum-brands): The set both shares are measured inside, 6 brands.

## 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 is more popular in search, Kraken or Malibu?

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%.

## Cite this page

Brandwave. "Kraken vs Malibu: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/kraken-vs-malibu

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