--- title: "Rum brands in the United Kingdom: Which are searched most?" description: "Compare the white, spiced and dark rum brands people in the UK buy. Share of Search among Kraken, Bacardi, Captain Morgan, Dead Man's Fingers, Havana Club, Sailor Jerry and Diplomático, the rum brands Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. 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/categories/uk-rum-brands" publisher: "Brandwave" --- # Rum brands in the United Kingdom: Which are searched most? Compare the white, spiced and dark rum brands people in the UK buy. Share of Search among Kraken, Bacardi, Captain Morgan, Dead Man's Fingers, Havana Club, Sailor Jerry and Diplomático, the rum brands Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. 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 - **Competitive set**: Rum brands - **Market**: United Kingdom - **Brands compared**: 7 - **Month measured**: Sep 2026 - **Highest Share of Search**: Kraken, 32.3% ## Which brand is most popular in search among rum brands in the United Kingdom? - 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%. - 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. ## 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. 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. ## Compare search popularity between leading brands - [Kraken vs Bacardi: compare search popularity](/demand/uk/compare/bacardi-vs-kraken): 32.3% against 26.5% Share of Search. - [Kraken vs Captain Morgan: compare search popularity](/demand/uk/compare/captain-morgan-vs-kraken): 32.3% against 17.7% Share of Search. - [Kraken vs Dead Man's Fingers: compare search popularity](/demand/uk/compare/dead-mans-fingers-vs-kraken): 32.3% against 14.4% Share of Search. - [Kraken vs Havana Club: compare search popularity](/demand/uk/compare/havana-club-vs-kraken): 32.3% against 4.3% Share of Search. - [Bacardi vs Captain Morgan: compare search popularity](/demand/uk/compare/bacardi-vs-captain-morgan): 26.5% against 17.7% Share of Search. - [Bacardi vs Dead Man's Fingers: compare search popularity](/demand/uk/compare/bacardi-vs-dead-mans-fingers): 26.5% against 14.4% Share of Search. - [Bacardi vs Havana Club: compare search popularity](/demand/uk/compare/bacardi-vs-havana-club): 26.5% against 4.3% Share of Search. - [Captain Morgan vs Dead Man's Fingers: compare search popularity](/demand/uk/compare/captain-morgan-vs-dead-mans-fingers): 17.7% against 14.4% Share of Search. - [Captain Morgan vs Havana Club: compare search popularity](/demand/uk/compare/captain-morgan-vs-havana-club): 17.7% against 4.3% Share of Search. - [Dead Man's Fingers vs Havana Club: compare search popularity](/demand/uk/compare/dead-mans-fingers-vs-havana-club): 14.4% against 4.3% Share of Search. ## 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. - 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. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | Kraken | 32.3% | 27.1K | 0.0% | Kraken | | 2 | Bacardi | 26.5% | 22.2K | 0.0% | Bacardi | | 3 | Captain Morgan | 17.7% | 14.8K | 0.0% | Diageo | | 4 | Dead Man's Fingers | 14.4% | 12.1K | 0.0% | Halewood Artisanal Spirits | | 5 | Havana Club | 4.3% | 3.6K | -18.2% | Havana Club | | 6 | Sailor Jerry | 2.9% | 2.4K | 0.0% | Sailor Jerry | | 7 | Diplomático | 1.9% | 1.6K | +23.1% | Diplomático | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Kraken | 40.5K | 36.1% | 1 | | Oct 2025 | Bacardi | 22.2K | 19.8% | 2 | | Oct 2025 | Dead Man's Fingers | 22.2K | 19.8% | 3 | | Oct 2025 | Captain Morgan | 18.1K | 16.1% | 4 | | Oct 2025 | Havana Club | 4.4K | 3.9% | 5 | | Oct 2025 | Sailor Jerry | 2.9K | 2.6% | 6 | | Oct 2025 | Diplomático | 1.9K | 1.7% | 7 | | Nov 2025 | Kraken | 49.5K | 37.6% | 1 | | Nov 2025 | Bacardi | 27.1K | 20.6% | 2 | | Nov 2025 | Dead Man's Fingers | 27.1K | 20.6% | 3 | | Nov 2025 | Captain Morgan | 18.1K | 13.8% | 4 | | Nov 2025 | Havana Club | 4.4K | 3.3% | 5 | | Nov 2025 | Sailor Jerry | 2.9K | 2.2% | 6 | | Nov 2025 | Diplomático | 2.4K | 1.8% | 7 | | Dec 2025 | Kraken | 90.5K | 44% | 1 | | Dec 2025 | Dead Man's Fingers | 40.5K | 19.7% | 2 | | Dec 2025 | Bacardi | 33.1K | 16.1% | 3 | | Dec 2025 | Captain Morgan | 27.1K | 13.2% | 4 | | Dec 2025 | Havana Club | 6.6K | 3.2% | 5 | | Dec 2025 | Sailor Jerry | 4.4K | 2.1% | 6 | | Dec 2025 | Diplomático | 3.6K | 1.7% | 7 | | Jan 2026 | Kraken | 27.1K | 31.6% | 1 | | Jan 2026 | Bacardi | 18.1K | 21.1% | 2 | | Jan 2026 | Dead Man's Fingers | 18.1K | 21.1% | 3 | | Jan 2026 | Captain Morgan | 14.8K | 17.3% | 4 | | Jan 2026 | Havana Club | 3.6K | 4.2% | 5 | | Jan 2026 | Sailor Jerry | 2.4K | 2.8% | 6 | | Jan 2026 | Diplomático | 1.6K | 1.9% | 7 | | Feb 2026 | Kraken | 22.2K | 30.3% | 1 | | Feb 2026 | Bacardi | 18.1K | 24.7% | 2 | | Feb 2026 | Dead Man's Fingers | 14.8K | 20.2% | 3 | | Feb 2026 | Captain Morgan | 12.1K | 16.5% | 4 | | Feb 2026 | Havana Club | 2.9K | 4% | 5 | | Feb 2026 | Sailor Jerry | 1.9K | 2.6% | 6 | | Feb 2026 | Diplomático | 1.3K | 1.8% | 7 | | Mar 2026 | Kraken | 22.2K | 29.7% | 1 | | Mar 2026 | Bacardi | 18.1K | 24.2% | 2 | | Mar 2026 | Captain Morgan | 14.8K | 19.8% | 3 | | Mar 2026 | Dead Man's Fingers | 12.1K | 16.2% | 4 | | Mar 2026 | Havana Club | 3.6K | 4.8% | 5 | | Mar 2026 | Sailor Jerry | 2.4K | 3.2% | 6 | | Mar 2026 | Diplomático | 1.6K | 2.1% | 7 | | Apr 2026 | Bacardi | 22.2K | 28.1% | 1 | | Apr 2026 | Kraken | 22.2K | 28.1% | 2 | | Apr 2026 | Captain Morgan | 14.8K | 18.8% | 3 | | Apr 2026 | Dead Man's Fingers | 12.1K | 15.3% | 4 | | Apr 2026 | Havana Club | 3.6K | 4.6% | 5 | | Apr 2026 | Sailor Jerry | 2.4K | 3% | 6 | | Apr 2026 | Diplomático | 1.6K | 2% | 7 | | May 2026 | Kraken | 40.5K | 41.3% | 1 | | May 2026 | Bacardi | 22.2K | 22.7% | 2 | | May 2026 | Captain Morgan | 14.8K | 15.1% | 3 | | May 2026 | Dead Man's Fingers | 12.1K | 12.3% | 4 | | May 2026 | Havana Club | 4.4K | 4.5% | 5 | | May 2026 | Sailor Jerry | 2.4K | 2.4% | 6 | | May 2026 | Diplomático | 1.6K | 1.6% | 7 | | Jun 2026 | Kraken | 33.1K | 36.5% | 1 | | Jun 2026 | Bacardi | 22.2K | 24.5% | 2 | | Jun 2026 | Captain Morgan | 14.8K | 16.3% | 3 | | Jun 2026 | Dead Man's Fingers | 12.1K | 13.4% | 4 | | Jun 2026 | Havana Club | 4.4K | 4.9% | 5 | | Jun 2026 | Sailor Jerry | 2.4K | 2.6% | 6 | | Jun 2026 | Diplomático | 1.6K | 1.8% | 7 | | Jul 2026 | Kraken | 27.1K | 30.8% | 1 | | Jul 2026 | Bacardi | 22.2K | 25.3% | 2 | | Jul 2026 | Captain Morgan | 18.1K | 20.6% | 3 | | Jul 2026 | Dead Man's Fingers | 12.1K | 13.8% | 4 | | Jul 2026 | Havana Club | 4.4K | 5% | 5 | | Jul 2026 | Sailor Jerry | 2.4K | 2.7% | 6 | | Jul 2026 | Diplomático | 1.6K | 1.8% | 7 | | Aug 2026 | Kraken | 27.1K | 32.1% | 1 | | Aug 2026 | Bacardi | 22.2K | 26.3% | 2 | | Aug 2026 | Captain Morgan | 14.8K | 17.6% | 3 | | Aug 2026 | Dead Man's Fingers | 12.1K | 14.4% | 4 | | Aug 2026 | Havana Club | 4.4K | 5.2% | 5 | | Aug 2026 | Sailor Jerry | 2.4K | 2.8% | 6 | | Aug 2026 | Diplomático | 1.3K | 1.5% | 7 | | Sep 2026 | Kraken | 27.1K | 32.3% | 1 | | Sep 2026 | Bacardi | 22.2K | 26.5% | 2 | | Sep 2026 | Captain Morgan | 14.8K | 17.7% | 3 | | Sep 2026 | Dead Man's Fingers | 12.1K | 14.4% | 4 | | Sep 2026 | Havana Club | 3.6K | 4.3% | 5 | | Sep 2026 | Sailor Jerry | 2.4K | 2.9% | 6 | | Sep 2026 | Diplomático | 1.6K | 1.9% | 7 | ## What is being compared - **Bacardi**: Measured on the search term “bacardi”. - **Captain Morgan**: Measured on the search term “captain morgan”. - **Dead Man's Fingers**: Measured on the search term “dead man's fingers”. - **Diplomático**: Measured on the search term “diplomatico”. - **Havana Club**: Measured on the search term “havana club”. - **Kraken**: Measured on the search term “kraken rum”. - **Sailor Jerry**: Measured on the search term “sailor jerry”. - [Bacardi](/demand/uk/brands/bacardi) - [Captain Morgan](/demand/uk/brands/captain-morgan) - [Dead Man's Fingers](/demand/uk/brands/dead-mans-fingers) - [Diplomático](/demand/uk/brands/diplomatico) - [Havana Club](/demand/uk/brands/havana-club) - [Kraken](/demand/uk/brands/kraken) - [Sailor Jerry](/demand/uk/brands/sailor-jerry) ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Which brand is most popular in search among rum brands in the United Kingdom? 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. ## Cite this page Brandwave. "Rum brands in the United Kingdom: Which are searched most?". https://gobrandwave.com/demand/uk/categories/uk-rum-brands This page is also available as HTML at https://gobrandwave.com/demand/uk/categories/uk-rum-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.