--- title: "Kraken: search popularity in the United Kingdom" description: "Kraken is a rum brand. 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/uk/brands/kraken" publisher: "Brandwave" --- # Kraken: search popularity in the United Kingdom Kraken is a rum brand. 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 - **Brand**: Kraken - **Market**: United Kingdom - **Measured month**: Sep 2026 - **Share of Search among rum brands**: 32.3% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Rum brands | 1 | 32.3% | 27.1K | - [Rum brands in the UK](/demand/uk/categories/uk-rum-brands) ## Top rum brands in ChatGPT and Google AI Overviews In three ChatGPT questions and one Google AI Overview, Kraken was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Kraken is the joint most recommended of the seven. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Kraken | 1st | 1 of 3 | 0 of 1 | 1 of 4 | | Captain Morgan | 1st | 0 of 3 | 1 of 1 | 1 of 4 | | Dead Man's Fingers | 1st | 1 of 3 | 1 of 1 | 2 of 4 | | Havana Club | 1st | 2 of 3 | 0 of 1 | 2 of 4 | | Bacardi | 5th | 1 of 3 | 0 of 1 | 1 of 4 | | Sailor Jerry | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Diplomático | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | ## Every AI answer about rum brands - Asked ChatGPT "What's the best spiced rum in the UK?": 1. Kraken, 2. Dead Man's Fingers - Asked ChatGPT "Which rum brands are worth buying?": 1. Havana Club - Asked ChatGPT "What's a good dark rum for cocktails?": 1. Havana Club, 2. Bacardi - Searched Google, AI Overview "best rum": 1. Captain Morgan, 2. Dead Man's Fingers Not named in any answer: Sailor Jerry and Diplomático. Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 27, 2026. ## How has branded search demand for Kraken changed in the United Kingdom over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Kraken in the United Kingdom fell from 40.5K to 27.1K. - Across the 12 months ending September 2026, Kraken’s share of searches among rum brands in the United Kingdom decreased from 36.1% to 32.3%. - Across the 12 months ending September 2026, Kraken’s share of searches among rum brands in the United Kingdom peaked at 44% in December 2025 and was lowest at 28.1% in April 2026. ## How did search popularity change for United Kingdom rum brands in September 2026? - In September 2026, Havana Club lost share of searches among rum brands in the United Kingdom, from 5.2% to 4.3%. - Bacardi’s share of searches among rum brands in the United Kingdom has gained ground for 3 months in a row, from 24.5% to 26.5% in September 2026. - Dead Man's Fingers’ share of searches among rum brands in the United Kingdom has gained ground for 3 months in a row, from 13.4% to 14.4% in September 2026. - Estimated monthly branded searches for Kraken in the United Kingdom fell 33.1% over 12 measured months, from 40.5K to 27.1K in September 2026. - Estimated monthly branded searches for Captain Morgan in the United Kingdom fell 18.2% over 12 measured months, from 18.1K to 14.8K in September 2026. - Estimated monthly branded searches for Sailor Jerry in the United Kingdom fell 17.2% over 12 measured months, from 2.9K to 2.4K in September 2026. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Rum brands | 40.5K | 36.1% | 1 | | Nov 2025 | Rum brands | 49.5K | 37.6% | 1 | | Dec 2025 | Rum brands | 90.5K | 44% | 1 | | Jan 2026 | Rum brands | 27.1K | 31.6% | 1 | | Feb 2026 | Rum brands | 22.2K | 30.3% | 1 | | Mar 2026 | Rum brands | 22.2K | 29.7% | 1 | | Apr 2026 | Rum brands | 22.2K | 28.1% | 2 | | May 2026 | Rum brands | 40.5K | 41.3% | 1 | | Jun 2026 | Rum brands | 33.1K | 36.5% | 1 | | Jul 2026 | Rum brands | 27.1K | 30.8% | 1 | | Aug 2026 | Rum brands | 27.1K | 32.1% | 1 | | Sep 2026 | Rum brands | 27.1K | 32.3% | 1 | ## How are Kraken’s branded searches counted? Brandwave collects information about searches that people make online using Kraken’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading. - “kraken rum” ## Which rum brands compete with Kraken? - [Bacardi](/demand/uk/brands/bacardi): Head-to-head: /demand/uk/compare/bacardi-vs-kraken - [Captain Morgan](/demand/uk/brands/captain-morgan): Head-to-head: /demand/uk/compare/captain-morgan-vs-kraken - [Dead Man's Fingers](/demand/uk/brands/dead-mans-fingers): Head-to-head: /demand/uk/compare/dead-mans-fingers-vs-kraken - [Havana Club](/demand/uk/brands/havana-club): Head-to-head: /demand/uk/compare/havana-club-vs-kraken - [Sailor Jerry](/demand/uk/brands/sailor-jerry): Head-to-head: /demand/uk/compare/kraken-vs-sailor-jerry - [Diplomático](/demand/uk/brands/diplomatico) ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "Kraken: search popularity in the United Kingdom". https://gobrandwave.com/demand/uk/brands/kraken This page is also available as HTML at https://gobrandwave.com/demand/uk/brands/kraken. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.