---
title: "Rum brands in New Zealand: Which brands are most popular in search?"
description: "Compare the rum brands New Zealanders buy. Share of Search among Bacardi, Kraken, Malibu, Captain Morgan and Sailor Jerry, the rum brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. 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/nz/categories/nz-rum-brands"
publisher: "Brandwave"
---

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

Compare the rum brands New Zealanders buy. Share of Search among Bacardi, Kraken, Malibu, Captain Morgan and Sailor Jerry, the rum brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. 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

- **Competitive set**: Rum brands
- **Market**: New Zealand
- **Brands compared**: 5
- **Month measured**: Aug 2026
- **Highest Share of Search**: Bacardi, 36.8%

## 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.
- 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.

## Compare search popularity between leading brands

- [Bacardi vs Kraken: compare search popularity](/demand/nz/compare/bacardi-vs-kraken): 36.8% against 20.6% Share of Search.
- [Bacardi vs Malibu: compare search popularity](/demand/nz/compare/bacardi-vs-malibu): 36.8% against 19.3% Share of Search.
- [Bacardi vs Captain Morgan: compare search popularity](/demand/nz/compare/bacardi-vs-captain-morgan): 36.8% against 17.3% Share of Search.
- [Bacardi vs Sailor Jerry: compare search popularity](/demand/nz/compare/bacardi-vs-sailor-jerry): 36.8% against 6% Share of Search.
- [Kraken vs Malibu: compare search popularity](/demand/nz/compare/kraken-vs-malibu): 20.6% against 19.3% Share of Search.
- [Kraken vs Captain Morgan: compare search popularity](/demand/nz/compare/captain-morgan-vs-kraken): 20.6% against 17.3% Share of Search.
- [Kraken vs Sailor Jerry: compare search popularity](/demand/nz/compare/kraken-vs-sailor-jerry): 20.6% against 6% Share of Search.
- [Malibu vs Captain Morgan: compare search popularity](/demand/nz/compare/captain-morgan-vs-malibu): 19.3% against 17.3% Share of Search.
- [Malibu vs Sailor Jerry: compare search popularity](/demand/nz/compare/malibu-vs-sailor-jerry): 19.3% against 6% Share of Search.
- [Captain Morgan vs Sailor Jerry: compare search popularity](/demand/nz/compare/captain-morgan-vs-sailor-jerry): 17.3% against 6% Share of Search.

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

- In August 2026, Kraken overtook Captain Morgan to rank 2nd among rum brands in New Zealand, at 20.6%.
- In August 2026, Bacardi gained estimated Share of Search among rum brands in New Zealand, from 35.4% to 36.8%.
- In August 2026, Captain Morgan lost estimated Share of Search among rum brands in New Zealand, from 20.1% to 17.3%.
- In August 2026, Malibu rose from 4th to 3rd among rum brands in New Zealand.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Bacardi | 36.8% | 4.2K | -2.8% | Bacardi |
| 2 | Kraken | 20.6% | 2.3K | -0.9% | Kraken |
| 3 | Malibu | 19.3% | 2.2K | -4.4% | Malibu |
| 4 | Captain Morgan | 17.3% | 1.9K | -19.8% | Diageo |
| 5 | Sailor Jerry | 6% | 680 | -9.3% | Sailor Jerry |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Bacardi | 3.5K | 35.2% | 1 |
| Oct 2025 | Malibu | 2.2K | 21.7% | 2 |
| Oct 2025 | Kraken | 1.9K | 19.1% | 3 |
| Oct 2025 | Captain Morgan | 1.7K | 17.2% | 4 |
| Oct 2025 | Sailor Jerry | 690 | 6.9% | 5 |
| Nov 2025 | Bacardi | 4.2K | 38.9% | 1 |
| Nov 2025 | Malibu | 2.3K | 21.4% | 2 |
| Nov 2025 | Kraken | 1.9K | 18.1% | 3 |
| Nov 2025 | Captain Morgan | 1.6K | 15% | 4 |
| Nov 2025 | Sailor Jerry | 710 | 6.6% | 5 |
| Dec 2025 | Bacardi | 7.7K | 39.7% | 1 |
| Dec 2025 | Malibu | 4.6K | 23.4% | 2 |
| Dec 2025 | Kraken | 3.6K | 18.5% | 3 |
| Dec 2025 | Captain Morgan | 2.4K | 12.4% | 4 |
| Dec 2025 | Sailor Jerry | 1.2K | 6% | 5 |
| Jan 2026 | Bacardi | 3.6K | 36% | 1 |
| Jan 2026 | Malibu | 2.5K | 24.6% | 2 |
| Jan 2026 | Kraken | 1.6K | 16.2% | 3 |
| Jan 2026 | Captain Morgan | 1.6K | 15.7% | 4 |
| Jan 2026 | Sailor Jerry | 760 | 7.5% | 5 |
| Feb 2026 | Bacardi | 3.2K | 38.6% | 1 |
| Feb 2026 | Malibu | 1.8K | 21.9% | 2 |
| Feb 2026 | Captain Morgan | 1.4K | 17.3% | 3 |
| Feb 2026 | Kraken | 1.3K | 15.2% | 4 |
| Feb 2026 | Sailor Jerry | 580 | 7% | 5 |
| Mar 2026 | Bacardi | 3.2K | 37.8% | 1 |
| Mar 2026 | Malibu | 1.8K | 21% | 2 |
| Mar 2026 | Captain Morgan | 1.6K | 18.5% | 3 |
| Mar 2026 | Kraken | 1.3K | 14.7% | 4 |
| Mar 2026 | Sailor Jerry | 680 | 8% | 5 |
| Apr 2026 | Bacardi | 3.2K | 34.7% | 1 |
| Apr 2026 | Malibu | 2K | 21.2% | 2 |
| Apr 2026 | Kraken | 1.9K | 20.9% | 3 |
| Apr 2026 | Captain Morgan | 1.5K | 16.5% | 4 |
| Apr 2026 | Sailor Jerry | 630 | 6.8% | 5 |
| May 2026 | Bacardi | 3.8K | 34.9% | 1 |
| May 2026 | Kraken | 2.4K | 22% | 2 |
| May 2026 | Malibu | 2K | 18.9% | 3 |
| May 2026 | Captain Morgan | 1.9K | 17.4% | 4 |
| May 2026 | Sailor Jerry | 740 | 6.8% | 5 |
| Jun 2026 | Bacardi | 3.5K | 33.2% | 1 |
| Jun 2026 | Kraken | 2.4K | 22.7% | 2 |
| Jun 2026 | Malibu | 2K | 18.9% | 3 |
| Jun 2026 | Captain Morgan | 1.9K | 17.7% | 4 |
| Jun 2026 | Sailor Jerry | 790 | 7.5% | 5 |
| Jul 2026 | Bacardi | 4.3K | 35.4% | 1 |
| Jul 2026 | Captain Morgan | 2.4K | 20.1% | 2 |
| Jul 2026 | Kraken | 2.3K | 19.4% | 3 |
| Jul 2026 | Malibu | 2.3K | 18.9% | 4 |
| Jul 2026 | Sailor Jerry | 750 | 6.2% | 5 |
| Aug 2026 | Bacardi | 4.2K | 36.8% | 1 |
| Aug 2026 | Kraken | 2.3K | 20.6% | 2 |
| Aug 2026 | Malibu | 2.2K | 19.3% | 3 |
| Aug 2026 | Captain Morgan | 1.9K | 17.3% | 4 |
| Aug 2026 | Sailor Jerry | 680 | 6% | 5 |
| Sep 2026 | Bacardi | — | — | — |
| Sep 2026 | Captain Morgan | — | — | — |
| Sep 2026 | Kraken | — | — | — |
| Sep 2026 | Malibu | — | — | — |
| Sep 2026 | Sailor Jerry | — | — | — |

## What is being compared

- **Bacardi**: Measured on the search terms “bacardi”, “bacardi 151”, “bacardi 1l”, “bacardi breezer”, “bacardi cocktail”, “bacardi com”, “bacardi gold rum”, “bacardi mixed”, “bacardi mojito”, “bacardi near me”, “bacardi new zealand”, “bacardi nz”, “bacardi online”, “bacardi oro”, “bacardi price”, “bacardi rum”, “bacardi spiced rum”, “bacardi superior rum”, “bacardi superior white rum” and “bacardi white rum”, summed into one figure.
- **Captain Morgan**: Measured on the search terms “captain morgan”, “captain morgan dark rum”, “captain morgan dark spiced rum”, “captain morgan near me”, “captain morgan nz”, “captain morgan original spiced rum”, “captain morgan rum”, “captain morgan sliced apple”, “captain morgan spiced gold”, “captain morgan spiced rum”, “captainmorgan”, “captainmorgan com” and “captainmorgan rum”, summed into one figure.
- **Kraken**: Measured on the search terms “kraken coffee rum”, “kraken rum”, “kraken rum 1 litre”, “kraken rum alcohol”, “kraken rum limited edition”, “kraken rum price”, “kraken spiced rum” and “the kraken black spiced rum”, summed into one figure.
- **Malibu**: Measured on the search terms “malibu coconut rum”, “malibu rum”, “malibu rum 1l”, “malibu rum alcohol”, “malibu rum bottle”, “malibu rum cocktail”, “malibu rum cost”, “malibu spiced rum” and “pineapple rum malibu”, summed into one figure.
- **Sailor Jerry**: Measured on the search terms “rum sailor jerry spiced”, “sailor jerry”, “sailor jerry near me”, “sailor jerry nz”, “sailor jerry rum”, “sailor jerry tattoos”, “sailorjerry”, “sailorjerry com” and “sailorjerry rum”, summed into one figure.

- [Bacardi](/demand/nz/brands/bacardi)
- [Captain Morgan](/demand/nz/brands/captain-morgan)
- [Kraken](/demand/nz/brands/kraken)
- [Malibu](/demand/nz/brands/malibu)
- [Sailor Jerry](/demand/nz/brands/sailor-jerry)

## 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 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.

## Cite this page

Brandwave. "Rum brands in New Zealand: Which brands are most popular in search?". https://gobrandwave.com/demand/nz/categories/nz-rum-brands

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-rum-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.