--- title: "Kraken vs Malibu: Which is more popular by branded search in New Zealand?" description: "Which is more popular in search, Kraken or Malibu? Compare estimated monthly branded-search demand and Share of Search inside the Rum brands set in New Zealand. 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/compare/kraken-vs-malibu" publisher: "Brandwave" --- # Kraken vs Malibu: Which is more popular by branded search in New Zealand? Which is more popular in search, Kraken or Malibu? Compare estimated monthly branded-search demand and Share of Search inside the Rum brands set in New Zealand. 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 - **Compared**: Kraken and Malibu - **Competitive set**: Rum brands - **Market**: New Zealand - **Month measured**: Aug 2026 - **Kraken Share of Search**: 20.6% - **Malibu Share of Search**: 19.3% ## Which is more popular in search, Kraken or Malibu? - 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%. - 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? - 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. ## Month by month | Month | Kraken estimated searches | Kraken Share of Search | Kraken rank | Malibu estimated searches | Malibu Share of Search | Malibu rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 1.9K | 19.1% | 3 | 2.2K | 21.7% | 2 | | Nov 2025 | 1.9K | 18.1% | 3 | 2.3K | 21.4% | 2 | | Dec 2025 | 3.6K | 18.5% | 3 | 4.6K | 23.4% | 2 | | Jan 2026 | 1.6K | 16.2% | 3 | 2.5K | 24.6% | 2 | | Feb 2026 | 1.3K | 15.2% | 4 | 1.8K | 21.9% | 2 | | Mar 2026 | 1.3K | 14.7% | 4 | 1.8K | 21% | 2 | | Apr 2026 | 1.9K | 20.9% | 3 | 2K | 21.2% | 2 | | May 2026 | 2.4K | 22% | 2 | 2K | 18.9% | 3 | | Jun 2026 | 2.4K | 22.7% | 2 | 2K | 18.9% | 3 | | Jul 2026 | 2.3K | 19.4% | 3 | 2.3K | 18.9% | 4 | | Aug 2026 | 2.3K | 20.6% | 2 | 2.2K | 19.3% | 3 | | Sep 2026 | — | — | — | — | — | — | ## 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**: 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. - [Kraken profile](/demand/nz/brands/kraken) - [Malibu profile](/demand/nz/brands/malibu) - [All rum brands in New Zealand](/demand/nz/categories/nz-rum-brands): The set both shares are measured inside, 5 brands. ## 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 is more popular in search, Kraken or Malibu? 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%. ## Cite this page Brandwave. "Kraken vs Malibu: Which is more popular by branded search in New Zealand?". https://gobrandwave.com/demand/nz/compare/kraken-vs-malibu This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/kraken-vs-malibu. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.