Captain Morgan vs Kraken:Which is more popular by branded search in New Zealand?
In August 2026, Kraken had more branded searches than Captain Morgan among rum brands in New Zealand. Kraken was estimated to have 2.3K branded searches compared to Captain Morgan’s 1.9K, and held a 20.6% Share of Search versus Captain Morgan’s 17.3%.
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Which is more popular in search, Captain Morgan or Kraken?
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 by month for Kraken, Captain Morgan. The figures are in the table below the chart.
View monthly share of search table
| Month | Bacardi | Kraken | Malibu | Captain Morgan | Sailor Jerry |
|---|---|---|---|---|---|
| Oct 2025 | 35.2% | 19.1% | 21.7% | 17.2% | 6.9% |
| Nov 2025 | 38.9% | 18.1% | 21.4% | 15% | 6.6% |
| Dec 2025 | 39.7% | 18.5% | 23.4% | 12.4% | 6% |
| Jan 2026 | 36% | 16.2% | 24.6% | 15.7% | 7.5% |
| Feb 2026 | 38.6% | 15.2% | 21.9% | 17.3% | 7% |
| Mar 2026 | 37.8% | 14.7% | 21% | 18.5% | 8% |
| Apr 2026 | 34.7% | 20.9% | 21.2% | 16.5% | 6.8% |
| May 2026 | 34.9% | 22% | 18.9% | 17.4% | 6.8% |
| Jun 2026 | 33.2% | 22.7% | 18.9% | 17.7% | 7.5% |
| Jul 2026 | 35.4% | 19.4% | 18.9% | 20.1% | 6.2% |
| Aug 2026 | 36.8% | 20.6% | 19.3% | 17.3% | 6% |
| Sep 2026 | — | — | — | — | — |
How has the Captain Morgan and Kraken comparison changed over the last 12 months?
3 findings
- The lead changed hands 4 times in the 11 months ending August 2026: Captain Morgan took it in February 2026, Kraken took it in April 2026, Captain Morgan took it in July 2026, Kraken took it in August 2026.
- Across the 11 months ending August 2026, Captain Morgan’s estimated Share of Search among rum brands in New Zealand moved from 17.2% to 17.3%, and its estimated monthly branded searches moved from 1.7K to 1.9K.
- Across the 11 months ending August 2026, Kraken’s estimated Share of Search among rum brands in New Zealand moved from 19.1% to 20.6%, and its estimated monthly branded searches moved from 1.9K to 2.3K.
How did search popularity change for New Zealand rum brands in August 2026?
2 changes
In August 2026, Kraken overtook Captain Morgan to rank 2nd among rum brands in New Zealand, at 20.6%.
In August 2026, Captain Morgan lost estimated Share of Search among rum brands in New Zealand, from 20.1% to 17.3%.
How each brand is measured
Brandwave collects information about searches that people make online using Captain Morgan’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.
Captain Morgan
13 branded 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
- captainmorgan rum
Kraken
8 branded search terms
- kraken coffee rum
- kraken rum
- kraken rum 1 litre
- kraken rum alcohol
- kraken rum limited edition
- kraken rum price
- kraken spiced rum
- the kraken black spiced rum
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