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Ginebra San Miguel GINdependence Day invites all to join the revolution to a new Philippine gin culture

This 2016 Ginebra San Miguel Inc. (GSMI) decided to celebrate the brand’s emancipation from the old and a welcoming of the new with the Launch of Gindependence Day!

As a Market leader in the realm of Gin Category, Ginebra San Miguel is taking the lead in introducing a new mix of gin culture in the Philippines. With the success and popularity in the market the GSMI Gin Brands now plan to reach even greater heights by catering to more premium groups. With a lineup of never-before-done activities, GSMI Gin brands will connect with a wider audience and improve the gin experience as a whole.

With the key message: It’s time for the new. The time for gin is now! GSMI prepared a lot of exciting activities for everyone to enjoy.

Here are a few of the activities they have for the market


Ginebra San Miguel is going through some interesting changes. After years of championing the hardworking Filipino working class, Their brand of gin, which stands for The Filipino Fighting Spirit or “Ganado” will be talking to a younger market with its activations. This is to solidify their positioning for their future “Ganado” Filipinos.

In the past year, Ginebra created ads that showed a father passing the baton to his son who was looking for a job and keeping his spirits high amidst the disappointing reality of rejection. This year, they take on another journey with theirr market as they highlight a special segment in society, the Young Filipino OFW and his family. Ginebra’s next TVC will showcase a story of a son and his father as they go through the real life drama that families encounter when someone is leaving. No matter how good the opportunity is, family members will still be affected when someone leaves. This became Ginebra’s  inspiration in kicking off Their advertising campaign for 2016. Their TVC called “Sepanx” or Separation Anxiety will surely melt your hearts and spark the flame of being “Ganado sa Buhay” anywhere you may be in the world. Ginebra San Miguel plays an integral role in the “Ganado” life of our core market.


The “Ganado” spirit, which the brand espouses, will be pushed to a more elevated experience, breathing new life to the brand. The Caravan aims to introduce new ways Ginebra San Miguel can be consumed. The Caravan will be participating in different food festivals and University activities. The Gin Nation Roving Caravan is changing the way people drink Ginebra San Miguel from the ground up, one location at a time. They want to introduce Ginebra San Miguel to more and more Filipinos of all sectors, age and demographic.

The Caravan will also be partnering with the the metro’s hottest events and destinations like Mercato Centrale, Maginhawa Food Street, school events and concerts. To make the party more fun, Ginebra also formulated 5 mixes that everyone can enjoy: Manila Sunrise, Blue Fizz, Mojito Slush, Sweet Lemony Martini and All Nighter. Aside from these mixes the Caravan also want to complete our total drinking experience by adding acoustic performers that will give entertainment to the Market. As summer comes near Ginebra San Miguel invites everyone to watch out for the Gin Nation Roving Caravan and join in building a bigger and better Ginebra San Miguel.

Like the “Ginebra San Miguel” Facebook page ( for details and schedules.


Callalily and Banda ni Kleggy
Callalily and Banda ni Kleggy

Summer is one of our favorite times of the year, when there are many festivities happening around the country. Ginebra San Miguel has been part of these celebrations for the past four years with the Ginumanfest Concert Series.

This is a concert series that tours the different regions of the Philippines, bringing top bands and performers to share their passion and the spirit of “Ganado sa Buhay” with everyone. Giving people samples of well-loved gin drinks, Ginumanfest is the biggest festival road show in the category covering destinations from Luzon to Mindanao. This is another festive year for the country and we are excited to again be part of the fun with our “Ganado” family.


Who doesn’t know the Barangay Ginebra team  when we’re talking about PBA? This summer, Ginebra San Miguel will be going around different barangays to host a three-on-three competition where anyone above the age of 18 can participate. All they need to do is collect GSM Blue caps or Ginebra San Miguel seals to join with three of their friends.

These Barangay teams will battle it off to be their area’s representative for the national championships. The top 16 teams from the identified areas will face-off against one another in a championship tournament that will determine this year’s three-on-three national champion.

The inaugural qualifier will happen on March 12 at Santolan, Pasig City. Teams from Pampanga, Tarlac, Pangasinan Laguna, Quezon Province, Cavite, Bulacan, Quezon City, Mandaluyong, Paranaque, Rizal, Pasay City, Cebu, Davao and Bacolod will have their respective qualifiers until May 7. The winning team from each area will get P3,000 plus GSMI products and a once in a lifetime chance to play for the national championships. Like the “Ginebra San Miguel” Facebook page, for more exciting news on this event.

GSM BLUE: Embrace the new

As a Market leader in the realm of Gin Category, Ginebra San Miguel is aware how the youth of today are interested in n exploring their spirit of adventure and fueling their #YOLO attitudes. Ginebra San Miguel aims to be part of that concept, which is why they have changed the look and reformulated GSM Blue. The contemporary look has been updated to capture the curiosity of the young. Its fresh citrus aroma invigorates the sense of smell and a sip of the enhanced GSM Blue will leave you speechless because of its distinct smoothness and light taste. Straight up or mixed, the new GSM Blue is the ideal drink to bring life to all your explorations wherever you are and whoever you are with.

(L-R) Mark Caguioa, GSMI President Bernie Marquez, GSMI Group Product Manager Marvin Dancel and GSM Blue Brand Manager Winchie Tobias

GSM Blue will be part of our summer adventure because they will be invading the favorite destinations of our millennial target market. From La Union, Baler, Zambales, Laguna and all the way to Boracay, we expect to find GSM Blue’s unique activations. From sampling booths, special lounges where you can hang with your friends under the sun, to being creative with our Ink for Drinks activity where you get free drinks for every henna tattoo, GSM Blue will give you an experience worth sharing on your social media feed. #YOLO #GSMBlue and #Adventure are the few themes you will see this summer from our brand. It's time to go on an adventure with GSM Blue, the spirit that is easy to drink and easy to mix.

As the part of the hype for GSM Blue and Premium Gin, Ginebra launched exciting events and activities for all of us.

Ginebra will be flying 5 friends for free to Boracay, the hottest summer destination.

Here are the details about the raffle:

  • Participants should post a photo of your tropa adventures with the new GSM Blue on Facebook and Instagram.
  • Use the hashtag #GSMBlueSummerAdventure.
  • The post with the most number of likes wins a 3D&2N Boracay Trip for 5.
  • Winners will get to experience exhilarating activities such as zorb, ATV, cliff diving, parasailing, helmet diving and party all night on the Labor Day weekend.

Ginebra will also be holding its annual Blueniversity Bar Mixing event where Hotel and Restaurant Management students from different universities can participate to show off their mixing and bartending skills. Students from different schools will face off on March 7, 2016 and the winner will be given a chance to represent the country in an international competition. This is another activity that proves the brand’s close ties with the younger market. GSM Blue can truly take you places.

Ginebra will also be introducing the Black Fleet. The Black fleet will be going from one partner bar establishment to another; the Black Fleet passengers will be given the opportunity to sample different ways to enjoy Premium Gin in different settings. In designing the Black Fleet, Ginebra made sure that all aspects of it would mirror what we see Ginebra San Miguel Premium Gin to be—a sleek, premium experience. Headed straight for all the best bars in the metro, we guarantee that a ride in the Black Fleet is a ride to a great night.

GSMI Marketing Team
Part of Ginebra San Miguel Marketing Team (L-R Tooper Tupaz, Winchie Tobias, Marvin Dancel, Francis Solomon)

The Gin Cart is Ginebra San Miguel Premium Gin’s take on Ginebra San Miguel’s Gin Nation Roving Caravan. Ginebra believes that the premium drinks vehicle showcases our brand’s elevated design aesthetic and readiness for a new, upscale market.

Much thought and consideration were put into designing the Premium Gin cart. For materials, they chose wood and black metal in order to give the cart a rustic, local feel. In terms of the actual wood design, it was crucial for them to showcase the iconic Ginebra San Miguel logo, which is actually one of Fernando Amorsolo’s earliest recognized works.

For the drinks to be offered in the Premium Gin cart, Ginebra decided on a mix of both artisanal and experimental cocktails. To keep things fresh and innovative, unexpected ingredients will be part and parcel of the cocktail recipes, including items like bacon and tomato juice.

The Premium Gin Cart will make its public debut in the 2016 edition of Art Fair Philippines on February 19 and 20 at The Link, Makati City.

With all the exciting event and activities Ginebra had in stored for the market, It would be safe to say that this coming months will be for the Gin Lovers and people who still haven’t discover the beauty of GInebra San Miguel Gins.

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