Bacardi vs Kraken:Which is more popular?
In September 2026, Bacardi had more branded searches than Kraken among rum brands in New Zealand. Bacardi had about 2,830 branded searches, while Kraken had 2,090. Bacardi made up 22.3% of all rum brand searches we track, and Kraken accounted for 16.5%. When we asked ChatGPT and Google AI Overviews about rum brands, Bacardi appeared in one of the five answers and Kraken in none.
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Top rum brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Bacardi was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the 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.
Is Bacardi or Kraken more popular in search?
This chart shows how often people search Google for Bacardi and Kraken by name. Each line represents a brand's share of searches for all nine rum brands we track, month by month, from searches in New Zealand.
Share of searches by month for Bacardi, Kraken. 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% |
How has the Bacardi and Kraken comparison changed over the last 12 months?
3 findings
- Bacardi was ahead of Kraken in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Bacardi’s share of searches among rum brands in New Zealand moved from 23.5% to 22.3%, and its estimated monthly branded searches held steady at 2.8K.
- Across the 12 months ending September 2026, Kraken’s share of searches among rum brands in New Zealand moved from 14.9% to 16.5%, and its estimated monthly branded searches moved from 1.8K to 2.1K.
How did search popularity change for New Zealand rum brands in September 2026?
2 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, Bacardi lost share of searches among rum brands in New Zealand, from 23.4% to 22.3%.
How are branded searches counted?
14 search terms
Brandwave collects information about searches that people make online using Bacardi’s and Kraken’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.
Other head-to-heads among rum brands
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