Kraken vs Malibu:Which is more popular by branded search in New Zealand?
In August 2026, Kraken had more branded searches than Malibu among rum brands in New Zealand. Kraken was estimated to have 2.3K branded searches compared to Malibu’s 2.2K, and held a 20.6% Share of Search versus Malibu’s 19.3%.
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Which is more popular in search, Kraken or Malibu?
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, Malibu. 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 Kraken and Malibu comparison changed over the last 12 months?
3 findings
- The lead changed hands once in the 11 months ending August 2026: Kraken took it in May 2026.
- 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.
- Across the 11 months ending August 2026, Malibu’s estimated Share of Search among rum brands in New Zealand moved from 21.7% to 19.3%, and its estimated monthly branded searches held steady at 2.2K.
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, Malibu rose from 4th to 3rd among rum brands in New Zealand.
How each brand is measured
Brandwave collects information about searches that people make online using Kraken’s and Malibu’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.
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
Malibu
9 branded 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
- pineapple rum malibu
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.