Rum brands in the United Kingdom:Which are most popular?

Name: Rum brands in the United Kingdom: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Kraken was the most searched rum brand in the United Kingdom, accounting for 32.3% of all searches among the seven brands we track. When we checked with ChatGPT and Google AI Overviews, Dead Man's Fingers and Havana Club were mentioned most often, in two of the four answers. Kraken, Captain Morgan, Dead Man's Fingers and Havana Club tied as the most recommended.

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Top rum brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and one Google AI Overview, Dead Man's Fingers and Havana Club were mentioned most often, in two of the four answers. Kraken, Captain Morgan, Dead Man's Fingers and Havana Club tied as the most recommended. Sailor Jerry, which ranked sixth in searches, was not mentioned at all.

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.

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Dead Man's Fingers	Named in 1 of 3 ChatGPT answers	Named in 1 of 1 Google AI Overviews	2 of 4
Havana Club	Named in 2 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	2 of 4
Kraken	Named in 1 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	1 of 4
Bacardi	Named in 1 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	1 of 4
Captain Morgan	Named in 0 of 3 ChatGPT answers	Named in 1 of 1 Google AI Overviews	1 of 4
Sailor Jerry	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4
Diplomático	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4

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?”
1. 1Kraken
2. 2Dead Man's Fingers
Asked ChatGPT
“Which rum brands are worth buying?”
1. 1Havana Club
Asked ChatGPT
“What's a good dark rum for cocktails?”
1. 1Havana Club
2. 2Bacardi
Searched Google, AI Overview
“rum brands”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“best rum”
1. 1Captain Morgan
2. 2Dead Man's Fingers

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 do people search for most?

This chart shows how often people search Google for each rum brand by name. Each line represents a brand's share of searches for all seven rum brands we track, month by month, from searches in United Kingdom.

Share of searches among rum brands in the United Kingdom, by month

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	Kraken	32.3%	27.1K	0%	+0.2 points
2, held 2nd	Bacardi	26.5%	22.2K	0%	+0.2 points
3, held 3rd	Captain Morgan Diageo	17.7%	14.8K	0%	+0.1 points
4, held 4th	Dead Man's Fingers	14.4%	12.1K	0%	+0.1 points
5, held 5th	Havana Club	4.3%	3.6K	-18.2%	-0.9 points
6, held 6th	Sailor Jerry	2.9%	2.4K	0%	0 points
7, held 7th	Diplomático	1.9%	1.6K	+23.1%	+0.4 points

1.Kraken
32.3%
Held 1st. 27.1K estimated branded searches, 0% vs prior month. Share +0.2 points.
2.Bacardi
26.5%
Held 2nd. 22.2K estimated branded searches, 0% vs prior month. Share +0.2 points.
3.Captain Morgan
17.7%
Held 3rd. 14.8K estimated branded searches, 0% vs prior month. Share +0.1 points.
4.Dead Man's Fingers
14.4%
Held 4th. 12.1K estimated branded searches, 0% vs prior month. Share +0.1 points.
5.Havana Club
4.3%
Held 5th. 3.6K estimated branded searches, -18.2% vs prior month. Share -0.9 points.
6.Sailor Jerry
2.9%
Held 6th. 2.4K estimated branded searches, 0% vs prior month. Share 0 points.
7.Diplomático
1.9%
Held 7th. 1.6K estimated branded searches, +23.1% vs prior month. Share +0.4 points.

Which brand is most popular in search among rum brands in the United Kingdom?

7 brands

In September 2026, Kraken was the most searched among rum brands in the United Kingdom, with an estimated 27.1K branded searches, 32.3% of all searches for the seven we track. Bacardi is in 2nd place, 5.8 percentage points behind at 26.5%.

United Kingdom rum brands, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Kraken	36.1% → 32.3%	44%Dec 2025	28.1%Apr 2026	1st
Bacardi	19.8% → 26.5%	28.1%Apr 2026	16.1%Dec 2025	2nd
Captain Morgan	16.1% → 17.7%	20.6%Jul 2026	13.2%Dec 2025	4th → 3rd
Dead Man's Fingers	19.8% → 14.4%	21.1%Jan 2026	12.3%May 2026	3rd → 4th
Havana Club	3.9% → 4.3%	5.2%Aug 2026	3.2%Dec 2025	5th
Sailor Jerry	2.6% → 2.9%	3.2%Mar 2026	2.1%Dec 2025	6th
Diplomático	1.7% → 1.9%	2.1%Mar 2026	1.5%Aug 2026	7th

Each finding as a sentence

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, Bacardi’s share of searches among rum brands in the United Kingdom increased from 19.8% to 26.5%.
Across the 12 months ending September 2026, Captain Morgan’s share of searches among rum brands in the United Kingdom increased from 16.1% to 17.7%.
Across the 12 months ending September 2026, Dead Man's Fingers’ share of searches among rum brands in the United Kingdom decreased from 19.8% to 14.4%.
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.
Across the 12 months ending September 2026, Bacardi’s share of searches among rum brands in the United Kingdom peaked at 28.1% in April 2026 and was lowest at 16.1% in December 2025.
Across the 12 months ending September 2026, Captain Morgan’s share of searches among rum brands in the United Kingdom peaked at 20.6% in July 2026 and was lowest at 13.2% in December 2025.
Across the 12 months ending September 2026, Dead Man's Fingers’ share of searches among rum brands in the United Kingdom peaked at 21.1% in January 2026 and was lowest at 12.3% in May 2026.
Across the 12 months ending September 2026, Havana Club’s share of searches among rum brands in the United Kingdom peaked at 5.2% in August 2026 and was lowest at 3.2% in December 2025.
Across the 12 months ending September 2026, Sailor Jerry’s share of searches among rum brands in the United Kingdom peaked at 3.2% in March 2026 and was lowest at 2.1% in December 2025.
Across the 12 months ending September 2026, Captain Morgan rose from 4th to 3rd among rum brands in the United Kingdom.
Across the 12 months ending September 2026, Dead Man's Fingers fell from 3rd to 4th among rum brands in the United Kingdom.
Across the 12 months ending September 2026, Havana Club, Sailor Jerry and Diplomático held steady: their share of searches among rum brands in the United Kingdom each moved less than 0.5 percentage points.

How did search popularity change for United Kingdom rum brands in September 2026?

7 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.
Estimated monthly branded searches for Diplomático in the United Kingdom fell 15.8% over 12 measured months, from 1.9K to 1.6K in September 2026.

How are branded searches counted for rum brands?

7 search terms

Each brand's share of searches among rum brands comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.