Brandwave

How popular isKraken in search?

In August 2026, there were an estimated 2.3K branded searches for Kraken in New Zealand which is up 20.8% over the last 11 months. Kraken holds 20.6% estimated Share of Search among New Zealand rum brands and is ranked 2nd of 5 competitors for search popularity.

Share of Search, August 2026
  1. Bacardi36.8%
  2. Kraken20.6%
  3. Malibu19.3%
  4. Captain Morgan17.3%
  5. Sailor Jerry6%
Kraken website (opens in a new tab)

Follow Kraken and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Which rum brands compete with Kraken?

Kraken against rum brands in New Zealand, by month

Share of Search by month for Bacardi, Kraken, Malibu, Captain Morgan, Sailor Jerry. The figures are in the table below the chart.

View monthly share of search table
MonthBacardiKrakenMalibuCaptain MorganSailor Jerry
Oct 202535.2%19.1%21.7%17.2%6.9%
Nov 202538.9%18.1%21.4%15%6.6%
Dec 202539.7%18.5%23.4%12.4%6%
Jan 202636%16.2%24.6%15.7%7.5%
Feb 202638.6%15.2%21.9%17.3%7%
Mar 202637.8%14.7%21%18.5%8%
Apr 202634.7%20.9%21.2%16.5%6.8%
May 202634.9%22%18.9%17.4%6.8%
Jun 202633.2%22.7%18.9%17.7%7.5%
Jul 202635.4%19.4%18.9%20.1%6.2%
Aug 202636.8%20.6%19.3%17.3%6%
Sep 2026—————

  1. 1.Bacardi

    36.8%

    held 1st · 4.2K estimated branded searches · -2.8% vs prior month · +1.4 points

  2. 2.Kraken

    20.6%

    moved from 3rd to 2nd · 2.3K estimated branded searches · -0.85% vs prior month · +1.2 points

  3. 3.Malibu

    19.3%

    moved from 4th to 3rd · 2.2K estimated branded searches · -4.4% vs prior month · +0.4 points

  4. 4.Captain Morgan

    17.3%

    moved from 2nd to 4th · 1.9K estimated branded searches · -19.8% vs prior month · -2.8 points

  5. 5.Sailor Jerry

    6%

    held 5th · 680 estimated branded searches · -9.3% vs prior month · -0.2 points

Compare search popularity between Kraken and its closest rivals

How has branded search demand for Kraken changed in New Zealand over the last 12 months?

  • Across the 11 months ending August 2026, estimated monthly branded searches for Kraken in New Zealand rose from 1.9K to 2.3K.
  • Across the 11 months ending August 2026, Kraken’s estimated Share of Search among rum brands in New Zealand increased from 19.1% to 20.6%.
  • Across the 11 months ending August 2026, Kraken’s estimated Share of Search among rum brands in New Zealand peaked at 22.7% in June 2026 and was lowest at 14.7% in March 2026.
  • Across the 11 months ending August 2026, Kraken rose from 3rd to 2nd among rum brands in New Zealand.

How did search popularity change for New Zealand rum brands in August 2026?

  1. In August 2026, Kraken overtook Captain Morgan to rank 2nd among rum brands in New Zealand, at 20.6%.

  2. In August 2026, Bacardi gained estimated Share of Search among rum brands in New Zealand, from 35.4% to 36.8%.

  3. In August 2026, Captain Morgan lost estimated Share of Search among rum brands in New Zealand, from 20.1% to 17.3%.

  4. In August 2026, Malibu rose from 4th to 3rd among rum brands in New Zealand.

How is Kraken measured?

Brandwave collects information about searches that people make online using Kraken’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

8 branded search terms

  • kraken coffee rum
  • kraken rum
  • kraken rum 1 litre
  • kraken rum alcohol
  • kraken rum limited edition
  • kraken rum price
  • kraken spiced rum
  • the kraken black spiced rum

Do you work for Kraken? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Creator with pink hair and a pink jacket

Is Kraken your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

Start your marketing record