GSM emphasizes the ‘Cool, Clear, and Versatile’ quality of gin
White is the color of entertainment this year Geneva San Miguel Inc. (GSMI), the maker of no. 1 who sells gin, celebrates World Gin Day (WGD) in a “cool, clear, and versatile” way. Starting with a media launch on June 8 at The Westin Manila in Ortigas, a series of activities will be held to promote June as World Gin month.
The WGD, a global celebration observed every second Saturday in June, is led by the GSMI in the Philippines, as it also brought the first WGD festival to the Asia Pacific region in 2014. That year, the GSMI marks the 180th year of its flagship brand, Ginebra San Miguel. Today, gin enthusiasts look forward to GSMI’s month-long events, which not only celebrate gin’s enduring influence on our drinking culture but also its role in celebrations, parties, gatherings, and even in our daily victory.
“We join gin lovers around the world in celebrating World Gin Day. As pioneers of this movement in our country, we seek to ignite the spirit of greater gratitude for more Filipinos to know the unique qualities of gin, because it is a drink that is ‘Cool, Clear, and Versatile,’ ” said GSMI Marketing Manager Ron Molina.
‘Cool, Clear, and Versatile’
This June 8, GSMI reaffirmed that “Gin Is In,” promoting the “Cool, Clear, and Versatile” qualities of gin 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, in the Philippines. It’s loved by many, and its popularity can be attributed to its flavor—the flavor of Juniper and various botanicals—which allows the gin to exude that classic yet “Cool” vibe.
“Clear” of pure quality gin is obtained from a strict distillation process that brings out its best taste. Because it is unpretentious – with nothing to hide – it is a drink known for its “Versatility,” because it can be enjoyed straight or mixed with other ingredients in a cocktail.
In a new campaign that supports the appreciation for Gin, GSMI presents three exciting and authentic personalities who perfectly embody these unique characteristics of gin.
Gin is cold.
Actor and model Zanjoe Marudo loves the cool and refreshing gin experience to punctuate the day. For him, being cool is more than style and movement; it is calming, too. “You know what’s really COOL about me? My being calm (You know what’s truly cool for me? It is my being calm),” said Zanjoe. His choice of gin is popular until now – Ginebra San Miguel, which has been his favorite since he grew up in Batangas.
Gin is clear.
Basel Manadil’s choice is GSM Premium Gin, a distilled gin made with natural ingredients and fine botanicals. 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 said, “ always be CLEAR with your intentions wherever you go. Because everything you do, can have an impact on others. “
Gin is versatile.
Actress-comedian Herlene “Hipon Girl” Budol likes her gin to be versatile, a drink that she can enjoy in many ways. This love for the versatility of drinks is something he brings to life as well. The fact that this comedian was able to transform himself into a serious pageant contender is truly amazing and commendable. Herlene won Filipinos over with her charming wit, down-to-earth personality, and of course, her incredible versatility. “In life, one should be versatile.” If you’re good at something, you can be good at anything! Stay true while learning many things.”
The three of them – Zanjoe, Basel, and Herlene – will not only attend the WGD celebration but will also attend various GSMI events during the “Gin Is In” celebration starting in June.
“We are proud to say that they truly embody the best qualities of gin: Zanjoe is ‘Cool as Gin Is In.’ Basel is ‘Clear like Gin Is In,’ and Herlene is ‘Versatile like Gin Is In,’” added Molina.
GSM Bar Academy graduates in the ‘mix’ again
One of the highlights of the WGD event is the presence of three mixologists who are scholars-graduates of the Ginebra San Miguel Bar Academy, in collaboration with the Technical Education and Skills Development Authority (TESDA) which gives Filipinos the opportunity 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 raising the quality of the bartending profession in the process, the GSM Bar Academy is proud to say that it has created a unique 100% immediate employment. for all its graduates in 2022.
During the WGD, three GSM Bar Academy graduates – Jhyrus Denver A. Domingo, Angela Felarca, and JP Peñaflor – who all work in top bars in Metro Manila, will showcase their mixology skills in a friendly competition with 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 changing the lives of not only the students but also their families and the community has not gone unnoticed. In fact, the program could receive the prestigious International CSR Excellence Award, which will be formally presented on June 16 in London, UK.
‘Gin Available’ nationwide
Part of the WGD celebration is the launch of the second season of the G-MIX Nation Online Series, hosted by Luis Manzano, which will be shown for the first time and will feature new cocktail recipes. The Home Bar Kit comes with Ginebra products and accessories for mixing a variety of cocktails, sold online and in select supermarkets.
To ensure that gin lovers all over the country can participate in the “Gin Is In” festival, Ginebra San Miguel Inc. will also host mini events in about 50 bars nationwide, including in Pampanga, Naga, Cebu, and Cagayan De Oro. These bar activations will offer consumers exclusive promotions, raffle giveaways, and outlet merchandising, giving everyone a chance to enjoy the celebration.
To keep the momentum of “Gin Is In,” there are various activities at hundreds of on-premise outlets from July to December. Participating outlets 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 express their love and support for the vibrant local gin culture. In the country, the gin is the same as Ginebra San Miguel. It is the country’s pioneering gin and the oldest consumer brand on the market, but remains cool, clear and versatile, a timeless classic but still in tune with the times.
Each bottle of Ginebra San Miguel goes through a rigorous production process to ensure the best 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, were introduced to cater to different market segments. Just launched last year, its 1834 Premium Distilled Gin has become a sought-after drink among those with sophisticated tastes, as they are drawn to the infusion of classic juniper berries and rare Philippine botanicals such as Sampaguita and Calamansi.
GSMI is the producer of Ginebra San Miguel, the largest selling gin in the world, according to the leading global drinks journal, Drinks International. Other quality distilled spirits of GSMI 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.