Ginebra San Miguel Inc. (GSMI), the leading gin manufacturer and producer of the world’s best-selling gin, is set to celebrate World Gin Day (WGD) with a series of events throughout the month of June. With a media launch on June 8 at The Westin Manila in Ortigas, GSMI aims to highlight the “cool, clear, and versatile” qualities of gin while celebrating its enduring influence on drinking culture. As pioneers of the event in the Philippines, GSMI aims to foster greater appreciation for gin among Filipinos.
Gin: Cool, Clear, and Versatile
Gin, a beloved spirit dating back to the 17th century, has remained popular to this day, particularly in Europe and the Philippines. GSMI emphasizes three defining qualities that set gin apart from other spirits: cool, clear, and versatile. The unique flavor profile of gin, infused with juniper and a variety of botanicals, exudes a classic and cool vibe.
The clear and pure quality of gin stems from a meticulous distillation process that enhances its flavor. With nothing to hide, gin’s transparency allows it to be enjoyed straight or mixed with other ingredients in cocktails, showcasing its versatility.
Authentic Personalities Embodying Gin’s Qualities
GSMI has chosen three authentic personalities who perfectly embody the unique characteristics of gin.
Zanjoe Marudo, an actor and model, represents the coolness of gin. He appreciates the calming experience that gin offers and has been a fan of Ginebra San Miguel since his childhood in Batangas.
Basel Manadil, also known as “The Hungry Syrian,” prefers GSM Premium Gin for its clear and fine botanicals. He advocates for clarity in intentions, as every action can make an impact on others.
Herlene Budol, known as “Hipon Girl,” appreciates the versatility of gin both in drinks and in life. Herlene’s remarkable transformation from a comedian to a serious pageant contender exemplifies her remarkable adaptability.
GSM Bar Academy: Transforming Lives
The World Gin Day event will feature three mixologists who are graduates of the Ginebra San Miguel Bar Academy. This partnership with the Technical Education and Skills Development Authority (TESDA) aims to empower Filipinos through education, providing training in bartending, flairtending, and basic entrepreneurship. With a 100% immediate employability rate for its graduates in 2022, the GSM Bar Academy has transformed the lives of its students and their families.
Nationwide Celebrations and Engagements
To ensure widespread participation in the “Gin Is In” festivities, Ginebra San Miguel Inc. will host mini events in approximately 50 bars nationwide. These events will offer exclusive promotions, raffle giveaways, and outlet merchandising, providing an immersive experience for gin enthusiasts across the country. Additionally, the launch of the second season of G-MIX Nation Online Series, hosted by Luis Manzano, will feature new cocktail recipes and the Home Bar Kit, enabling consumers to enjoy Ginebra products and experiment with different cocktails.
Looking Ahead
GSMI’s World Gin Day celebration marks the beginning of a series of exciting events that allow enthusiasts to express their love and support for the vibrant local gin culture. Ginebra San Miguel, the country’s pioneering gin brand and the oldest consumer brand still in the market, remains a timeless classic while staying in tune with the times. With a wide range of variants catering to different market segments, GSMI continues to uphold its commitment to producing high-quality spirits, including the newly launched 1834 Premium Distilled Gin.
As GSMI celebrates World Gin Day, it showcases the enduring influence and versatility of gin in the Philippines. Through a month-long series of events, GSMI aims to foster greater appreciation for gin among Filipinos, emphasizing its “cool, clear, and versatile” qualities. With the participation of authentic personalities and the achievements of GSM Bar Academy graduates, the celebration highlights the remarkable journey of gin and its significance in Filipino drinking culture.
