Brandwave

Rum brands in New Zealand:Which brands are most popular in search?

In August 2026, Bacardi was the most searched among rum brands in New Zealand, with an estimated 4.2K branded searches and 36.8% estimated Share of Search within this set.

Share of Search, August 2026
  1. Bacardi36.8%
  2. Kraken20.6%
  3. Malibu19.3%
  4. Captain Morgan17.3%
  5. Sailor Jerry6%

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Share of SearchLeaderboard

Compare the rum brands New Zealanders 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 among 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—————

This month’s ranking, August 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 leading brands

Which brand is most popular in search among rum brands in New Zealand?

In August 2026, Bacardi was the most searched among rum brands in New Zealand, with an estimated 4.2K branded searches and 36.8% estimated Share of Search within this set. Kraken is in 2nd place, 16.2 percentage points behind at 20.6% Share of Search.

New Zealand rum brands, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Bacardi35.2% → 36.8%39.7%Dec 202533.2%Jun 20261st
Kraken19.1% → 20.6%22.7%Jun 202614.7%Mar 20263rd → 2nd
Malibu21.7% → 19.3%24.6%Jan 202618.9%May 20262nd → 3rd
Captain Morgan17.2% → 17.3%20.1%Jul 202612.4%Dec 20254th
Sailor Jerry6.9% → 6%8%Mar 20266%Dec 20255th

Each finding as a sentence

  • Across the 11 months ending August 2026, Bacardi’s estimated Share of Search among rum brands in New Zealand increased from 35.2% to 36.8%.
  • 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, Malibu’s estimated Share of Search among rum brands in New Zealand decreased from 21.7% to 19.3%.
  • Across the 11 months ending August 2026, Sailor Jerry’s estimated Share of Search among rum brands in New Zealand decreased from 6.9% to 6%.
  • Across the 11 months ending August 2026, Bacardi’s estimated Share of Search among rum brands in New Zealand peaked at 39.7% in December 2025 and was lowest at 33.2% in June 2026.
  • 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, Malibu’s estimated Share of Search among rum brands in New Zealand peaked at 24.6% in January 2026 and was lowest at 18.9% in May 2026.
  • Across the 11 months ending August 2026, Captain Morgan’s estimated Share of Search among rum brands in New Zealand peaked at 20.1% in July 2026 and was lowest at 12.4% in December 2025.
  • Across the 11 months ending August 2026, Sailor Jerry’s estimated Share of Search among rum brands in New Zealand peaked at 8% in March 2026 and was lowest at 6% in December 2025.
  • Across the 11 months ending August 2026, Kraken rose from 3rd to 2nd among rum brands in New Zealand.
  • Across the 11 months ending August 2026, Malibu fell from 2nd to 3rd among rum brands in New Zealand.
  • Across the 11 months ending August 2026, Captain Morgan held steady: its estimated Share of Search among rum brands in New Zealand moved less than 0.5 percentage points.

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.

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