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In celebration of its 190th anniversary, Ginebra San Miguel Inc. (GSMI), the maker of the world’s largest selling gin, is showcasing the Art of Gin on World Gin Day (WGD), a yearly celebration of gin held every second Saturday of June. This event is now observed in Europe, Australia, parts of the United States, and the Philippines.
GSMI led the first WGD celebration in the Asia-Pacific region in 2014. Since then, gin enthusiasts eagerly anticipate GSMI’s annual festivities, which have become a staple for aficionados and curious newcomers alike. GSMI continues its WGD tradition with month-long activities highlighting June as Gin month, starting with a media launch on June 4 at the Novotel Manila Araneta City.
“This year’s World Gin Day holds a special significance for us as it coincides with the 190th anniversary of our flagship brand. To celebrate this milestone, we’ve crafted a one-of-a-kind World Gin Day experience, letting gin-enthusiasts step back in time and celebrate the rich history and craftsmanship of Ginebra San Miguel. After all, you do not get to 190 years without a milestone or a masterpiece,” said GSMI Marketing Manager Ron Molina.
The main highlight of the WGD event is a walk-through museum filled with Ginebra artifacts, commemorative items, art pieces, and collectibles, along with an edu-tainment (educational-entertainment) performance showcasing the three-part journey of Ginebra’s 190 years of quality craftsmanship: OriGINs, GINnovations, and ImaGINations.
The OriGINs chronicle the history of the Philippines’ first-ever gin, which was born on March 10, 1834 at the Distileria Licorea de Ayala, a distillery located in Quiapo, Manila. Ginebra San Miguel was first bottled in 20- to 60-liter demijohns, locally called damajuana, as a drink for the wealthy and exclusive to peninsulares and insulares. Over time, gin was made cheaper and more affordable to the masses and packaged in square bottles, also known as frasco or cuatro cantos.
The GINnovations’ chapter explores advancements and innovations in Philippine gin-making, illustrating how Ginebra San Miguel has been the epitome of excellence since 1834. Under San Miguel Corporation’s stewardship, Ginebra San Miguel Inc. has produced some of the most recognizable brands in the Philippine liquor market, catering to different segments and tastes.
The ImaGINations chapter evolves into a modern variety show, exploring how Ginebra San Miguel has become part of the lives of the Filipino people. Ginebra San Miguel has resonated with generations of Filipinos through its iconic Calendar Girls and memorable TV ad campaigns, and has also become a cultural icon, influencing various aspects of pop culture.
To sustain the “Gin-Is-In” festivities, GSMI has lined up various activities in selected bars nationwide for all Saturdays of June, offering consumer promotions and other perks.
From its humble beginnings as a small distillery in Manila, Ginebra San Miguel has mastered the Art of Gin and has evolved into one of the Philippines’ most respected brands today.
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