How popular isKraken?
In September 2026, people searched for Kraken by name about 2,090 times in New Zealand, an 18.8% increase from the previous year. These searches made up 16.5% of all New Zealand rum brand searches, placing Kraken second out of nine brands. When we asked both ChatGPT and Google AI Overviews about rum brands, Kraken did not appear in any of the answers.
Kraken is the second most searched of 9 competitors and not listed in any AI answer.
BacardiShare of searches 22.3%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
KrakenShare of searches 16.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
MalibuShare of searches 15.8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
Appleton EstateShare of searches 15%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st- CorubaShare of searches 13.9%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
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Top rum brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Kraken did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Appleton Estate5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Diplomático Reserva Exclusiva4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Havana Club3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Bacardi1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Coruba1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Kraken0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Malibu0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Captain Morgan0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Sailor Jerry0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about rum brands
5 answers
Asked ChatGPT
“Which rum brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best rum brands in New Zealand?”
Asked ChatGPT
“What's the best rum brand in New Zealand for cocktails?”
Searched Google, AI Overview
“rum brands”
Searched Google, AI Overview
“best rum”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Which rum brands compete with Kraken?
Share of searches by month for Bacardi, Kraken, Malibu, Appleton Estate, Coruba, Captain Morgan, Sailor Jerry, Havana Club. The figures are in the table below the chart.
View monthly share of searches table
| Month | Bacardi | Kraken | Malibu | Appleton Estate | Coruba | Captain Morgan | Sailor Jerry | Havana Club | Diplomático Reserva Exclusiva |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 23.5% | 14.9% | 16.3% | 16% | 11.7% | 8.9% | 5.1% | 3.2% | 0.42% |
| Nov 2025 | 26.1% | 14.4% | 16.2% | 15.6% | 11.5% | 7.9% | 4.9% | 3% | 0.4% |
| Dec 2025 | 27.8% | 14.6% | 18.6% | 15.5% | 9.6% | 6.6% | 4.5% | 2.5% | 0.31% |
| Jan 2026 | 24.5% | 12.8% | 19.4% | 13.4% | 10.7% | 9.1% | 5.7% | 3.8% | 0.43% |
| Feb 2026 | 25.7% | 12.4% | 17.9% | 13.1% | 11.1% | 9.7% | 5.6% | 4.2% | 0.33% |
| Mar 2026 | 24.2% | 11.6% | 16.4% | 16.5% | 11.8% | 9.5% | 6% | 3.6% | 0.41% |
| Apr 2026 | 22% | 16.1% | 16.4% | 14.4% | 14.1% | 8.4% | 4.7% | 3.5% | 0.27% |
| May 2026 | 21% | 17.2% | 15.2% | 13.4% | 14.6% | 9% | 5.2% | 4.1% | 0.33% |
| Jun 2026 | 21.3% | 18.2% | 15.7% | 14% | 13.5% | 8% | 5.5% | 3.4% | 0.43% |
| Jul 2026 | 21.1% | 15.2% | 15.5% | 20.2% | 12% | 8.4% | 4.6% | 2.6% | 0.37% |
| Aug 2026 | 23.4% | 15.7% | 15.1% | 16.9% | 12.6% | 8.6% | 4.4% | 3% | 0.3% |
| Sep 2026 | 22.3% | 16.5% | 15.8% | 15% | 13.9% | 9% | 5% | 2.1% | 0.39% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 22.3% | 2.8K | -8.4% | -1 points | |
| 2, moved from 3rd to 2nd | 16.5% | 2.1K | +0.48% | +0.8 pointsmoved from 3rd to 2nd | |
| 3, moved from 4th to 3rd | 15.8% | 2K | 0% | +0.7 pointsmoved from 4th to 3rd | |
| 4, moved from 2nd to 4th | 15% | 1.9K | -15.2% | -1.9 pointsmoved from 2nd to 4th | |
| 5, held 5th | 13.9% | 1.8K | +6% | +1.3 points | |
| 6, held 6th | 9% | 1.1K | 0% | +0.4 points | |
| 7, held 7th | 5% | 630 | +8.6% | +0.6 points | |
| 8, held 8th | 2.1% | 270 | -30.8% | -0.8 points | |
| 9, held 9th | 0.39% | 50 | +25% | +0.1 points |
1.
Bacardi22.3%
Held 1st. 2.8K estimated branded searches, -8.4% vs prior month. Share -1 points.
2.
Kraken16.5%
Moved from 3rd to 2nd. 2.1K estimated branded searches, +0.48% vs prior month. Share +0.8 points.
3.
Malibu15.8%
Moved from 4th to 3rd. 2K estimated branded searches, 0% vs prior month. Share +0.7 points.
15%
Moved from 2nd to 4th. 1.9K estimated branded searches, -15.2% vs prior month. Share -1.9 points.
5.Coruba
13.9%
Held 5th. 1.8K estimated branded searches, +6% vs prior month. Share +1.3 points.
9%
Held 6th. 1.1K estimated branded searches, 0% vs prior month. Share +0.4 points.
5%
Held 7th. 630 estimated branded searches, +8.6% vs prior month. Share +0.6 points.
2.1%
Held 8th. 270 estimated branded searches, -30.8% vs prior month. Share -0.8 points.
Held 9th. 50 estimated branded searches, +25% vs prior month. Share +0.1 points.
Compare popularity between Kraken and its closest rivals
Every comparison with Kraken
7 comparisons
How has branded search demand for Kraken changed in New Zealand over the last 12 months?
4 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Kraken in New Zealand rose from 1.8K to 2.1K.
- Across the 12 months ending September 2026, Kraken’s share of searches among rum brands in New Zealand increased from 14.9% to 16.5%.
- Across the 12 months ending September 2026, Kraken’s share of searches among rum brands in New Zealand peaked at 18.2% in June 2026 and was lowest at 11.6% in March 2026.
- Across the 12 months ending September 2026, Kraken rose from 4th to 2nd among rum brands in New Zealand.
How did search popularity change for New Zealand rum brands in September 2026?
6 changes
In September 2026, Kraken overtook Appleton Estate to rank 2nd among rum brands in New Zealand, with 16.5% of the searches.
In September 2026, Malibu overtook Appleton Estate to rank 3rd among rum brands in New Zealand, with 15.8% of the searches.
In September 2026, Coruba gained share of searches among rum brands in New Zealand, from 12.6% to 13.9%.
In September 2026, Sailor Jerry gained share of searches among rum brands in New Zealand, from 4.4% to 5%.
In September 2026, Appleton Estate lost share of searches among rum brands in New Zealand, from 16.9% to 15%.
In September 2026, Bacardi lost share of searches among rum brands in New Zealand, from 23.4% to 22.3%.
How are Kraken’s branded searches counted?
4 search terms
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.
- kraken coffee rum
- kraken rum
- kraken rum alcohol
- kraken 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.
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.