How popular isKraken?
In September 2026, people searched for Kraken by name about 27,100 times in the United Kingdom, a 33.1% decrease from the previous year. These searches made up 32.3% of all United Kingdom rum brand searches, placing Kraken first out of seven brands. When we asked both ChatGPT and Google AI Overviews about rum brands, Kraken appeared in one of the four answers and was the joint most recommended of the seven.
Kraken is the most searched of 7 competitors and the joint most recommended in AI answers.
KrakenShare of searches 32.3%Mentioned in 1 of 4 AI answersPlace in AI recommendations 1st
BacardiShare of searches 26.5%Mentioned in 1 of 4 AI answersPlace in AI recommendations 5th
Captain MorganShare of searches 17.7%Mentioned in 1 of 4 AI answersPlace in AI recommendations 1st
Dead Man's FingersShare of searches 14.4%Mentioned in 2 of 4 AI answersPlace in AI recommendations 1st
Havana ClubShare of searches 4.3%Mentioned in 2 of 4 AI answersPlace in AI recommendations 1st
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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.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Dead Man's Fingers2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Havana Club2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Kraken1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Bacardi1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Captain Morgan1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Sailor Jerry0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Diplomático0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about rum brands
4 answers
Asked ChatGPT
“What's the best spiced rum in the UK?”
Asked ChatGPT
“Which rum brands are worth buying?”
Asked ChatGPT
“What's a good dark rum for cocktails?”
Searched Google, AI Overview
“rum brands”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“best rum”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.
Which rum brands compete with Kraken?
Share of searches by month for Kraken, Bacardi, Captain Morgan, Dead Man's Fingers, Havana Club, Sailor Jerry. The figures are in the table below the chart.
View monthly share of searches table
| Month | Kraken | Bacardi | Captain Morgan | Dead Man's Fingers | Havana Club | Sailor Jerry | Diplomático |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 36.1% | 19.8% | 16.1% | 19.8% | 3.9% | 2.6% | 1.7% |
| Nov 2025 | 37.6% | 20.6% | 13.8% | 20.6% | 3.3% | 2.2% | 1.8% |
| Dec 2025 | 44% | 16.1% | 13.2% | 19.7% | 3.2% | 2.1% | 1.7% |
| Jan 2026 | 31.6% | 21.1% | 17.3% | 21.1% | 4.2% | 2.8% | 1.9% |
| Feb 2026 | 30.3% | 24.7% | 16.5% | 20.2% | 4% | 2.6% | 1.8% |
| Mar 2026 | 29.7% | 24.2% | 19.8% | 16.2% | 4.8% | 3.2% | 2.1% |
| Apr 2026 | 28.1% | 28.1% | 18.8% | 15.3% | 4.6% | 3% | 2% |
| May 2026 | 41.3% | 22.7% | 15.1% | 12.3% | 4.5% | 2.4% | 1.6% |
| Jun 2026 | 36.5% | 24.5% | 16.3% | 13.4% | 4.9% | 2.6% | 1.8% |
| Jul 2026 | 30.8% | 25.3% | 20.6% | 13.8% | 5% | 2.7% | 1.8% |
| Aug 2026 | 32.1% | 26.3% | 17.6% | 14.4% | 5.2% | 2.8% | 1.5% |
| Sep 2026 | 32.3% | 26.5% | 17.7% | 14.4% | 4.3% | 2.9% | 1.9% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 32.3% | 27.1K | 0% | +0.2 points | |
| 2, held 2nd | 26.5% | 22.2K | 0% | +0.2 points | |
| 3, held 3rd | 17.7% | 14.8K | 0% | +0.1 points | |
| 4, held 4th | 14.4% | 12.1K | 0% | +0.1 points | |
| 5, held 5th | 4.3% | 3.6K | -18.2% | -0.9 points | |
| 6, held 6th | 2.9% | 2.4K | 0% | 0 points | |
| 7, held 7th | 1.9% | 1.6K | +23.1% | +0.4 points |
1.
Kraken32.3%
Held 1st. 27.1K estimated branded searches, 0% vs prior month. Share +0.2 points.
2.
Bacardi26.5%
Held 2nd. 22.2K estimated branded searches, 0% vs prior month. Share +0.2 points.
17.7%
Held 3rd. 14.8K estimated branded searches, 0% vs prior month. Share +0.1 points.
14.4%
Held 4th. 12.1K estimated branded searches, 0% vs prior month. Share +0.1 points.
4.3%
Held 5th. 3.6K estimated branded searches, -18.2% vs prior month. Share -0.9 points.
2.9%
Held 6th. 2.4K estimated branded searches, 0% vs prior month. Share 0 points.
1.9%
Held 7th. 1.6K estimated branded searches, +23.1% vs prior month. Share +0.4 points.
Compare popularity between Kraken and its closest rivals
Every comparison with Kraken
6 comparisons
How has branded search demand for Kraken changed in the United Kingdom over the last 12 months?
3 findings
- 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?
6 changes
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.
How are Kraken’s branded searches counted?
1 search term
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
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