Emperador Inc's namesake brandy became the second-largest spirits brand in the world last year, but still trails far behind HiteJinro's South Korean soju Jinro, new figures show.

Emperador Brandy overtook Thai spirit Ruang Kao with global volumes growth of about 2m nine-litre cases in 2013 to 31.9m cases, according to the IWSR’s annual 'Real 100', released today (30 June). Ruang Kao, owned by TCC Group, slipped back in volumes to 30.9m cases.

Both brands only sold half as much as Jinro despite the brand also losing volumes, down 3% to 65.6m cases.

The figures reveal Emperador Brandy's meteoric rise over the past few years, more than tripling its volumes since selling 7m cases in 2009. Its Philippine-based owner is in line to take over Scotch producer Whyte & Mackay after agreeing a deal with Diageo in May.

Two Diageo brands make the top ten, with Smirnoff vodka fourth despite posting a 1.4% drop in volumes, and Johnnie Walker growing volumes by 2.3% in eighth spot.

In 2012, an analyst told just-drinks that regional brands will continue to outsell international labels because drinking cultures remain local in most markets.

Rank/Brand Category Owner Volume 2009 Volume 2012 Volume 2013 % change 2013 on '12
1 Jinro Soju Shochu/Soju Hite 67361.6 67710.1 65660 -3
2 Emperador Other brandy Alliance Global 7100 30000 31950 6.5
3 Ruang Kao Other spirits Thai Beverage 31900 31500 30870 -2
4 Smirnoff Vodka Diageo 23909.7 26117.6 25751.3 -1.4
5 Officer's Choice Other whisk(e)y ABD 12277 18705.3 24164.3 29.2
6 McDowell's Other whisk(e)y USL/Diageo 13040 19273.3 23291.3 20.8
7 Chum Churum Shochu/Soju Lotte 16773 21273 21814 2.5
8 Johnnie Walker Scotch whisky Diageo 14879.8 18847.1 19288.3 2.3
9 Celebration Rum USL/Diageo 11156.8 17657.3 18904 7.1
10 Hong Tong 'Liquor'  Other spirits Thai Beverage 6500 16375 18500 13