Kraken vs Sailor Jerry:Which is searched more?
In September 2026, Kraken had more branded searches than Sailor Jerry among rum brands worldwide. Kraken was estimated to have 165K branded searches compared to Sailor Jerry’s 27.1K, and held an 11.2% Share of Search versus Sailor Jerry’s 1.8%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Kraken or Sailor Jerry?
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, Sailor Jerry. 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 Sailor Jerry comparison changed over the last 12 months?
3 findings
- Kraken was ahead of Sailor Jerry 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, Sailor Jerry’s estimated Share of Search among rum brands worldwide moved from 1.9% to 1.8%, and its estimated monthly branded searches moved from 33.1K to 27.1K.
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.
Estimated monthly branded searches for Sailor Jerry worldwide fell 18.1% over 12 measured months, from 33.1K to 27.1K in September 2026.
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 Sailor Jerry’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
1 branded search term
- kraken rum
Sailor Jerry
1 branded search term
- sailor jerry
Put your own brand in this comparison
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