Celebrating "Gindependence Day"

Sometimes, I feel too "Tita" to drink. But working for San Miguel, its always close to impossible to not embrace the brand abd try out something new. This 2016, Ginebra San Miguel Inc. (GSMI) is brewing a lot of exciting happenings, dubbed as the "Gindependence" Day! This is a celebration to mark the brand’s emancipation from the old and a welcoming of the new. 

No doubt, Ginebra San Miguel is the market leader in the gin category. And presently, they are paving the way for a new mix of gin culture in the Philippines. Standing on its success and popularity in the mass 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.  

Embracing hip, fun and upscale culture, Ginebra San Miguel presents new activations that will level up its image and brand perception for the market. They are not just popular with the old and mass market anymore, but also the yuppies and the millenials too. It’s time for the new. The time for gin is now!

GANADO SA BUHAY THEMATIC CAMPAIGN

The flagship brand 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. 

In the past year, they 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 are tapping the OFW masses with their newest TVC. If you have seen it airing on TV, this is one example of a young OFW being “Ganado sa Buhay”, even overseas. Ginebra San Miguel plays an integral role in the “Ganado” life of our core market. 

GIN NATION CARAVAN

The “Ganado” spirit, which the brand espouses will be pushed to a more elevated experience, breathing new life to the brand. The Gin Nation Roving Caravan was created to guide and inspire people about the various ways that Ginebra San Miguel can be consumed. Participating in various university events and food festivals, the Gin Nation Roving Caravan is changing the way people drink Ginebra San Miguel from the ground up, one location at a time. They wanted to introduce Ginebra San Miguel to more and more Filipinos of all sectors, age and demographic. 

Get ready to take the party on the road with the Gin Nation Roving Caravan. The Gin Nation truck will be partnering with the metro’s hottest events and destinations like Mercato Centrale, Maginhawa Food Street, school events and concerts.  

Together with the truck, Ginebra San Miguel also formulated five mixes that everyone can enjoy: Manila Sunrise, Blue Fizz, Mojito Slush, Sweet Lemony Martini and All Nighter. Each mix is tailor-fit for everyone’s taste. Apart from these unique mixes, you can complete the drinking experience by adding acoustic performers that will give entertainment to the Ganado market.

And since summer of 2016 is fast approaching, they are inviting everyone to watch out for the Gin Nation Roving Caravan and join in building a bigger and better Ginebra San Miguel. You may Like the “Ginebra San Miguel” Facebook page www.facebook.com/barangayginebra for details and schedules.

GINUMANFEST CONCERT SERIES 

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 they are excited to again be part of the fun with the “Ganado” family.

GINEBRA SAN MIGUEL 3 ON 3 TOURNAMENT

The Barangay Ginebra team plays a big role in the success of the brand, which is why they always have something in store for us fans. This summer, they will be going around different barangays to host a three-on-three competition where anyone above the age of 18 can participate. All you need to do is collect GSM Blue caps or Ginebra San Miguel seals to join with three of your 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 the leader in the gin category, they are much aware that the market landscape is changing. Today, more and more youths are interested in exploring their spirit of adventure and fueling their #YOLO attitudes. Ginebra San Miguel aims to be part of that notion, so they 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.

GSM Blue will be part of your 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, 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.

To further hype up #YOLO and #Adventure, GSM Blue will fly 5 friends for free to the hottest summer destination, Boracay. 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.

In line with mixing, GSMI 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 SAN MIGUEL PREMIUM GIN: Elevate your taste

Ginebra San Miguel Premium Gin is GSMI’s champion product for reaching out to a more upscale market. While much of the company’s success has been founded on the large-scale popularity of Ginebra San Miguel gin among the mass market, 2016 marks the brand’s expansion into a whole new territory. 

The strategy for Ginebra San Miguel Premium Gin is to position it in a space that is inherently premium and upscale in itself—the Arts and Culture space.  By taking from the rich history and culture of the Ginebra San Miguel brand and mixing it with modern, contemporary design, they are able to bring relevance and uniqueness to Ginebra San Miguel Premium Gin. 

They envisioned the Black Fleet as being the exclusive vehicle of Ginebra San Miguel Premium Gin drinkers. 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, all aspects of it would mirror what Ginebra San Miguel Premium Gin to be—a sleek, premium experience. Headed straight for all the best bars in the metro, they guarantee that a ride in the Black Fleet is a ride to a great night.  

The Gin Cart is Ginebra San Miguel Premium Gin’s take on Ginebra San Miguel’s Gin Nation Roving Caravan. They believe that the premium drinks vehicle showcases the 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, wood and black metal are used in order to give the cart a rustic, local feel. In terms of the actual wood design, it was crucial 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, they 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. 

WORLD GIN DAY ACTIVITY: END OF SUMMER

As the culminating event of the entire summer season, Ginebra San Miguel will be joining worldwide celebrations of World Gin Day on June 11. For this special day, the brand will be treating audiences to the country’s hottest acts and performers. This will be an event to look forward to with performers like Quest, Calalilly, Banda ni Kleggy, Arci Munoz and many more. Gin11 will be partying simultaneously with the world as we celebrate World Gin Day here in the Philippines.

IN CONCLUSION: The new flavor of GSMI

Coming into 2016, GSMI started with new and unique ways of engaging with the market. From a fresh Calendar Girl that is more than just a pretty face and a hot body to on-ground consumer engagements, they are demonstrating the brand’s superiority in quality, taste and versatility. 2016 is going to be a more flavorful year for GSMI!