Captain Morgan vs Kraken:Which is more popular?
In September 2026, Kraken had more branded searches than Captain Morgan among rum brands in the United Kingdom. Kraken had about 27,100 branded searches, while Captain Morgan had 14,800. Kraken made up 32.3% of all rum brand searches we track, and Captain Morgan accounted for 17.7%. When we asked ChatGPT and Google AI Overviews about rum brands, Captain Morgan and Kraken each appeared in one of the four answers. Captain Morgan and Kraken were each mentioned first in one of the two answers that named either.
Who do people search for more?
Kraken, about 83% more searches than Captain Morgan
Who does AI mention more?
Both were mentioned in 1 of 4 answers.
Who does AI recommend more?
Each is named first in 1 of 2 answers.
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Top rum brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Captain Morgan was mentioned in one out of four: not in any of the three ChatGPT answers, but in the 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. Captain Morgan and Kraken were each listed first in one of the two answers that named either.
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.
Is Captain Morgan or Kraken more popular in search?
This chart shows how often people search Google for Captain Morgan and Kraken 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 by month for Kraken, Captain Morgan. 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% |
How has the Captain Morgan and Kraken comparison changed over the last 12 months?
3 findings
- Kraken was ahead of Captain Morgan in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Captain Morgan’s share of searches among rum brands in the United Kingdom moved from 16.1% to 17.7%, and its estimated monthly branded searches moved from 18.1K to 14.8K.
- Across the 12 months ending September 2026, Kraken’s share of searches among rum brands in the United Kingdom moved from 36.1% to 32.3%, and its estimated monthly branded searches moved from 40.5K to 27.1K.
How did search popularity change for United Kingdom rum brands in September 2026?
2 changes
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.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Captain Morgan’s and Kraken’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.
Captain Morgan
1 branded search term
- captain morgan
Kraken
1 branded search term
- kraken rum
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