In celebration of its 190th anniversary, Ginebra San Miguel Inc. (GSMI), the maker of the world’s best-selling gin, is showcasing the Art of Gin on World Gin Day (WGD). This annual event, celebrated every second Saturday of June, is observed in Europe, Australia, the United States, and the Philippines.
GSMI spearheaded 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. This year, GSMI continues its WGD tradition with month-long activities highlighting June as Gin Month, beginning 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, allowing gin enthusiasts to step back in time and appreciate the rich history and craftsmanship of Ginebra San Miguel. After all, you don’t reach 190 years without achieving something remarkable,” said GSMI Marketing Manager Ron Molina.
The WGD event’s main highlight is a walk-through museum filled with Ginebra artifacts, commemorative items, art pieces, and collectibles. Additionally, an edu-tainment (educational-entertainment) performance will showcase the three-part journey of Ginebra’s 190 years of quality craftsmanship: OriGINs, GINnovations, and ImaGINations.
OriGINs
In the first part, historian Alvin Campomanes brings the origin of Ginebra San Miguel to life with creative narration of historical facts and trivia, while human statues portraying key figures in GSMI’s history act out the scenes in the background.
The OriGINs chronicle the history of the Philippines’ first-ever gin, which was born on March 10, 1834, at the Distileria Licorea de Ayala in Quiapo, Manila. Initially bottled in 20- to 60-liter demijohns called damajuana, Ginebra San Miguel was a drink for the wealthy, exclusive to peninsulares and insulares. With the commercialization of alcohol in the mid-1800s, gin became more affordable and was packaged in square bottles known as frasco or cuatro cantos. Filipinos embraced Ginebra as a cool and refreshing drink, thanks to the distinctive flavor provided by juniper berries, an essential ingredient of gin.
The OriGINs also feature the iconic bottle label painted by National Artist Fernando Amorsolo, depicting St. Michael the Archangel vanquishing evil. This artwork, drawn in 1917 by Amorsolo, became the official Ginebra San Miguel logo in the early 1950s.
GINnovations
The GINnovations chapter explores advancements in Philippine gin-making, illustrating how Ginebra San Miguel has epitomized excellence since 1834. Crafted in copper stills, each bottle undergoes a meticulous distillation process, resulting in a clear, pure drink that highlights the best flavors of juniper-infused spirit.
Today, under San Miguel Corporation’s stewardship, Ginebra San Miguel Inc. produces some of the most recognizable brands in the Philippine liquor market, catering to different segments and tastes. These include GSM Blue for the young, Ginebra San Miguel for the hardworking Filipino, GSM Premium Gin for the practical premium drinker, and 1834 Premium Distilled Gin for sophisticated tastes.
The latest creation, Archangel Reserve, was launched at the WGD event. This limited-edition 90-proof premium dry gin comes in a one-liter emerald green commemorative bottle. Made from a perfect balance of six select botanicals—juniper berry, angelica root, coriander seed, lemon peel, orange peel, and liquorice—and distilled in copper pot stills, Archangel Reserve exemplifies Ginebra San Miguel’s 190-year heritage of gin-making excellence. It is reserved for moments worthy of distinguished toasts.
ImaGINations
The ImaGINations chapter transitions into a modern variety show, exploring how Ginebra San Miguel has become an integral part of Filipino life. Over the years, Ginebra San Miguel has resonated with generations through its iconic Calendar Girls and memorable TV ad campaigns. Today, it has also become a cultural icon, influencing sports, music, fashion, and film.
GSMI unveiled its newest batch of ‘Gin-is-In’ ambassadors, showcasing the versatility of gin: Jayson Luzadas a.k.a. Boss Toyo of Pinoy Pawnstars, Atty. Oliver Moeller, and actress Mikee Quintos. The World Gin Day festivities were further enlivened by an auction of Ginebra collectibles from Boss Toyo, an improv performance by SPIT Manila, and a musical performance by rapper Nik Makino.
June is ‘Gin-Is-In’ Month
To sustain the “Gin-Is-In” festivities, GSMI has lined up various activities in selected bars nationwide for all Saturdays of June. These include consumer promotions such as the GIN-IS IN VIP promo, offering a VIP card for exclusive perks and privileges, along with other promotions and giveaways.
From its humble beginnings as a small distillery in Manila, Ginebra San Miguel has mastered the Art of Gin and evolved into one of the Philippines’ most respected brands. Ginebra San Miguel has withstood the test of time, consistently embodying the outstanding cool, clear, and versatile qualities that elevate it above other spirits.
