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Ginebra San Miguel Inc. (GSMI), the renowned producer of the world's leading gin brand, is embracing the essence of fun this year with the color white and by commemorating World Gin Day (WGD) with a captivating twist of "cool, clear, and versatile" celebrations. Kicking off the festivities with a media launch on June 8 at The Westin Manila in Ortigas, a sequence of events will take place throughout June to spotlight the significance of this month as World Gin month.
The World Gin Day (WGD), a worldwide event held on the second Saturday of June, is led in the Philippines by GSMI, the organization responsible for introducing the initial WGD festivities to the Asia Pacific region in 2014. In that particular year, GSMI commemorated the 180th anniversary of its flagship brand, Ginebra San Miguel. Presently, enthusiasts of gin eagerly anticipate GSMI's month-long series of events, not only honoring the enduring impact of gin on our drinking customs but also acknowledging its significance in festivities, fiestas, gatherings, and even our daily accomplishments.
“We join gin enthusiasts worldwide in celebrating World Gin Day. As pioneers of this event in our country, we aspire to ignite the spirit of greater appreciation for more Filipinos to know gin’s outstanding qualities, as it is a drink that is ‘Cool, Clear, and Versatile,’” says GSMI Marketing Manager Ron Molina.
‘Cool, Clear, and Versatile’
This June 8, GSMI once again reinforces that “Gin Is In,” highlighting gin’s “Cool, Clear, and Versatile” qualities that elevate it from the rest.
Gin has been around since the 17th century, and remains popular to this day, especially in Europe, and of course, the Philippines. It is loved by many, and its popularity can be attributed to its taste—the flavor of Juniper and a variety of botanicals—allowing gin to exude that classic yet “Cool” vibe.
The gin’s “Clear,” pure quality is derived from a rigorous distillation process that brings out its best flavor. Since it is unpretentious – with nothing to hide – it is a drink known for its “Versatility,” as it can be enjoyed straight or mixed with other ingredients in a cocktail.
In a new campaign supporting the appreciation for Gin, GSMI features three exciting and authentic personalities who perfectly embody these unique characteristics of gin.
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Gin Is Cool.
The actor and model Zanjoe Marudo likes the cool and refreshing gin experience to punctuate the day. For him, being cool is more than style and moves; it is being calm, too. “Alam niyo kung anong totoong COOL sakin? Yung pagiging kalmado ko (You know what’s truly cool for me? It is my being calm),” says Zanjoe. His choice of gin is popular to this day – Ginebra San Miguel, which has been his favorite since his days growing up in Batangas.
Gin Is Clear.
Basel Manadil’s choice is GSM Premium Gin, a distilled gin made with natural ingredients and fine botanicals. Popularly known as “The Hungry Syrian,” the Syrian-born Filipino vlogger’s viral posts have made him a clear favorite among millions of netizens. As he would say, “always be CLEAR with your intentions no matter where you go. Because everything you do, can make an impact to others.”
Gin is Versatile.
Actress comedian Herlene “Hipon Girl” Budol likes her gin to be versatile, a drink she can enjoy in many ways. This love for versatility in drinks is something that she also carries in life. The fact that this comedian was able to transform herself into a serious pageant contender truly is outstanding and admirable. Herlene has won over Filipinos with her charming wit, down-to-earth personality, and of course, her remarkable versatility. “In life, dapat VERSATILE (In life, one should be versatile). If you are good at one thing, you can also be good at anything! Stay true while learning many things.”
The three of them – Zanjoe, Basel, and Herlene – will not only grace the WGD celebration but will also be present at various events of GSMI during “Gin Is In” celebrations starting in June.
“We are proud to say that they truly embody the best qualities of gin: Zanjoe is ‘Cool like Gin Is In.’ Basel is ‘Clear like Gin Is In,’ and Herlene is ‘Versatile like Gin Is In,’” Molina added.
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GSM Bar Academy graduates ‘mix’ back
One of the highlights of the WGD event is the presence of three mixologists who are scholar-graduates of the Ginebra San Miguel Bar Academy, a partnership with the Technical Education and Skills Development Authority (TESDA) that gives Filipinos a chance to change their lives through education – training students in bartending, flairtending, and basic entrepreneurship.
With the goal of producing globally-competitive and job-ready graduates, while elevating the quality of the bartending profession in the process, the GSM Bar Academy is proud to say that it has produced an astounding 100% immediate employability for all its graduates in 2022.
During WGD, three graduates of the GSM Bar Academy – Jhyrus Denver A. Domingo, Angela Felarca, and JP Peñaflor – who are all employed in top bars in Metro Manila, will showcase their mixology skills in a friendly competition with the theme, “Gin Is In, ” which will feature the world’s most popular and bestselling gin Ginebra San Miguel and other brands, GSM Blue and GSM Premium Distilled Gin.
The success of the GSM Bar Academy in transforming the lives not only of the students but also of their families and the community has not gone unnoticed. In fact, the program will be a recipient of the prestigious International CSR Excellence Award, to be formally awarded on June 16 in London, UK.
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‘Gin Is In’ Nationwide
Part of the WGD celebration will be the launch of the second season of G-MIX Nation Online Series, hosted by Luis Manzano, which will be shown for the first time and will feature new cocktail recipes. Alongside is the Home Bar Kit that features Ginebra products and tools for mixing different kinds of cocktails, which is sold online and at select supermarkets.
To ensure gin enthusiasts across the country can partake in the “Gin Is In” festivity, Ginebra San Miguel Inc. will also host mini events in around 50 bars nationwide, including those in Pampanga, Naga, Cebu, and Cagayan De Oro. These bar activations will offer consumers exclusive promotions, raffle giveaways, and outlet merchandising, providing an opportunity for everyone to immerse themselves in the celebration.
To sustain the momentum of the “Gin Is In,” there will be various activities in hundreds on-premise outlets from July to December. Participating outlets will receive exclusive benefits, special “Gin Is In” stubs for consumers to support their patronage.
GSMI's World Gin Day celebration is just the beginning of a series of exciting events, allowing enthusiasts to declare their love and support for the vibrant local gin culture. In the country, gin is synonymous with Ginebra San Miguel. It is the country’s pioneering gin and the oldest consumer brand still in the market, but still remains cool, clear and versatile, a timeless classic yet still in tune with the times.
Each bottle of Ginebra San Miguel undergoes a stringent production process to ensure optimal quality. As a testament to the strength of its brand name, variants such as GSM Blue, GSM Blue Flavors, and Ginebra San Miguel Premium Gin, have been introduced to cater to different market segments. Just launched last year, its 1834 Premium Distilled Gin has now become a sought-after drink among those with sophisticated taste, as they are enamored with its infusion of classic juniper berries and unique Philippine botanicals such as Sampaguita and Calamansi.
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GSMI is the producer of Ginebra San Miguel, the world’s largest-selling gin, according to leading global drinks journal, Drinks International. GSMI’s other quality distilled spirits include GSM Blue Light Gin, GSM Blue Mojito, GSM Blue Margarita, GSM Blue Gin Pomelo, GSM Premium Gin, 1834 Premium Distilled Gin, Antonov Vodka, Añejo Gold Rum, Primera Light Brandy, the Philippines’ no. 1 Chinese wine Vino Kulafu and the newly launched G&T Ultralight Spirit Drink.
