--- title: "Havana Club vs Kraken: Which is searched more in the United Kingdom?" description: "Is Havana Club or Kraken more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Rum brands set in the United Kingdom. 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/compare/havana-club-vs-kraken" publisher: "Brandwave" --- # Havana Club vs Kraken: Which is searched more in the United Kingdom? Is Havana Club or Kraken more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Rum brands set in the United Kingdom. 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 - **Compared**: Havana Club and Kraken - **Competitive set**: Rum brands - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Havana Club Share of Search**: 4.3% - **Kraken Share of Search**: 32.3% ## Is Havana Club or Kraken more popular in search? - In September 2026, Kraken had more branded searches than Havana Club among rum brands in the United Kingdom. Kraken had about 27,100 branded searches, while Havana Club had 3,600. Kraken made up 32.3% of all rum brand searches we track, and Havana Club accounted for 4.3%. - Kraken was ahead of Havana Club in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Havana Club’s share of searches among rum brands in the United Kingdom moved from 3.9% to 4.3%, and its estimated monthly branded searches moved from 4.4K to 3.6K. - 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. ## Top rum brands in ChatGPT and Google AI Overviews In three ChatGPT questions and one Google AI Overview, Havana Club was mentioned in two out of four: in two of the three ChatGPT answers, but not 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. Havana Club and Kraken were each listed first in one of the two answers that named either. 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 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%. - 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. ## Month by month | Month | Havana Club estimated searches | Havana Club Share of Search | Havana Club rank | Kraken estimated searches | Kraken Share of Search | Kraken rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 4.4K | 3.9% | 5 | 40.5K | 36.1% | 1 | | Nov 2025 | 4.4K | 3.3% | 5 | 49.5K | 37.6% | 1 | | Dec 2025 | 6.6K | 3.2% | 5 | 90.5K | 44% | 1 | | Jan 2026 | 3.6K | 4.2% | 5 | 27.1K | 31.6% | 1 | | Feb 2026 | 2.9K | 4% | 5 | 22.2K | 30.3% | 1 | | Mar 2026 | 3.6K | 4.8% | 5 | 22.2K | 29.7% | 1 | | Apr 2026 | 3.6K | 4.6% | 5 | 22.2K | 28.1% | 2 | | May 2026 | 4.4K | 4.5% | 5 | 40.5K | 41.3% | 1 | | Jun 2026 | 4.4K | 4.9% | 5 | 33.1K | 36.5% | 1 | | Jul 2026 | 4.4K | 5% | 5 | 27.1K | 30.8% | 1 | | Aug 2026 | 4.4K | 5.2% | 5 | 27.1K | 32.1% | 1 | | Sep 2026 | 3.6K | 4.3% | 5 | 27.1K | 32.3% | 1 | ## How each brand is measured Brandwave collects information about searches that people make online using Havana Club’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. - **Havana Club**: Measured on the search term “havana club”. - **Kraken**: Measured on the search term “kraken rum”. - [Havana Club profile](/demand/uk/brands/havana-club) - [Kraken profile](/demand/uk/brands/kraken) - [All rum brands in the United Kingdom](/demand/uk/categories/uk-rum-brands): The set both shares are measured inside, 7 brands. ## 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 ### Is Havana Club or Kraken more popular in search? In September 2026, Kraken had more branded searches than Havana Club among rum brands in the United Kingdom. Kraken had about 27,100 branded searches, while Havana Club had 3,600. Kraken made up 32.3% of all rum brand searches we track, and Havana Club accounted for 4.3%. ## Cite this page Brandwave. "Havana Club vs Kraken: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/havana-club-vs-kraken This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/havana-club-vs-kraken. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.