Brandwave

Appleton Estate vs Kraken:Which is more popular?

In September 2026, Kraken had more branded searches than Appleton Estate among rum brands in New Zealand. Kraken had about 2,090 branded searches, while Appleton Estate had 1,900. Kraken made up 16.5% of all rum brand searches we track, and Appleton Estate accounted for 15%. When we asked ChatGPT and Google AI Overviews about rum brands, Appleton Estate appeared in all five answers and Kraken in none.

Among rum brands in New Zealand in September 2026

Who do people search for more?

Kraken, about 10% more searches than Appleton Estate

Kraken 2.1K searchesAppleton Estate 1.9K searches

Who does AI mention more?

Appleton Estate, mentioned in every answer we collected

Appleton Estate in 5 of 5Kraken in 0 of 5

Who does AI recommend more?

Appleton Estate, the only one of the two named

Appleton Estate first in 5Kraken never named

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Top rum brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Appleton Estate appeared in all five answers. 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.

  1. Appleton Estate1st
  2. Diplomático Reserva Exclusiva2nd
  3. Havana Club3rd
  4. Bacardi4th
  5. Coruba5th
  6. Kraken–
  7. Malibu–
  8. Captain Morgan–
  9. Sailor Jerry–

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

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 Appleton Estate or Kraken more popular in search?

This chart shows how often people search Google for Appleton Estate 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.

Appleton Estate and Kraken among rum brands in New Zealand, by month

Share of searches by month for Kraken, Appleton Estate. The figures are in the table below the chart.

View monthly share of searches table
MonthBacardiKrakenMalibuAppleton EstateCorubaCaptain MorganSailor JerryHavana ClubDiplomático Reserva Exclusiva
Oct 202523.5%14.9%16.3%16%11.7%8.9%5.1%3.2%0.42%
Nov 202526.1%14.4%16.2%15.6%11.5%7.9%4.9%3%0.4%
Dec 202527.8%14.6%18.6%15.5%9.6%6.6%4.5%2.5%0.31%
Jan 202624.5%12.8%19.4%13.4%10.7%9.1%5.7%3.8%0.43%
Feb 202625.7%12.4%17.9%13.1%11.1%9.7%5.6%4.2%0.33%
Mar 202624.2%11.6%16.4%16.5%11.8%9.5%6%3.6%0.41%
Apr 202622%16.1%16.4%14.4%14.1%8.4%4.7%3.5%0.27%
May 202621%17.2%15.2%13.4%14.6%9%5.2%4.1%0.33%
Jun 202621.3%18.2%15.7%14%13.5%8%5.5%3.4%0.43%
Jul 202621.1%15.2%15.5%20.2%12%8.4%4.6%2.6%0.37%
Aug 202623.4%15.7%15.1%16.9%12.6%8.6%4.4%3%0.3%
Sep 202622.3%16.5%15.8%15%13.9%9%5%2.1%0.39%

How has the Appleton Estate and Kraken comparison changed over the last 12 months?

3 findings
  • The lead changed hands 3 times in the 12 months ending September 2026: Kraken took it in April 2026, Appleton Estate took it in July 2026, Kraken took it in September 2026.
  • Across the 12 months ending September 2026, Appleton Estate’s share of searches among rum brands in New Zealand moved from 16% to 15%, and its estimated monthly branded searches held steady at 1.9K.
  • 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?

3 changes

  1. In September 2026, Kraken overtook Appleton Estate to rank 2nd among rum brands in New Zealand, with 16.5% of the searches.

  2. In September 2026, Malibu overtook Appleton Estate to rank 3rd among rum brands in New Zealand, with 15.8% of the searches.

  3. In September 2026, Appleton Estate lost share of searches among rum brands in New Zealand, from 16.9% to 15%.

How are branded searches counted?

12 search terms

Brandwave collects information about searches that people make online using Appleton Estate’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.

Appleton Estate

8 branded search terms

  • appleton estate
  • appleton estate rum
  • appleton estate signature
  • appleton estate signature rum
  • appleton rum
  • appleton signature
  • appleton signature rum
  • jamaican appleton rum

Kraken

4 branded search terms

  • kraken coffee rum
  • kraken rum
  • kraken rum alcohol
  • kraken spiced rum

How the Brand Demand Index is measured

Other head-to-heads among rum brands

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