Ginebra San Miguel Inc. (GSMI) is brewing something new for 2016. Announcing, Gindependence Day! This is a celebration to mark the brand’s emancipation from the old and a welcoming of the new.
As the market leader in the gin category, Ginebra San Miguel is 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. Here are some of the activities:
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. We want 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 our Gin Nation Roving Caravan. Our 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.
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.
GINEBRA SAN MIGUEL 3 ON 3 TOURNAMENT
This summer, we will be going around different barangays to host a three-on-three competition where anyone above the age of 18 can participate. All they need to do is collect GSM Blue caps or Ginebra San Miguel seals to join with three of their friends.
The inaugural qualifier will happen on March 12 at Santolan, Pasig City. Teams from Pampanga, Tarlac, Pangasinan, Laguna, Quezon Province, Cavite, Bulacan, Quezon Ciy, 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.
BLUENIVERSITY BAR SKILLS SHOWDOWN
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. Our 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.
We envisioned the Black Fleet as being the exclusive vehicle of Ginebra San Miguel Premium Gin drinkers. Going from one partner bar establishment to another, our Black Premium Gin in different settings.
The Gin Cart is Ginebra San Miguel Premium Gin’s take on Ginebra San Miguel’s Gin Nation Roving Caravan. We believe that the premium drinks vehicle showcases our 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, we chose wood and black metal in order to give the cart a rustic, local feel. In terms of the actual wood design, it was crucial for us 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, we 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 culmination 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.
GANADO SA BUHAY THEMATIC CAMPAIGN
Our flagship brand Ginebra San Miguel is going through some interesting changes. After years of championing the hardworking Filipino working class, our brand of gin, which stands for The Filipino Fighting Spirit or “Ganado” will be talking to a younger market with its activations. This is to solidify our positioning for our future “Ganado” Filipinos.
In the past year, we 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, we take on another journey with our market as we highlight a special segment in society, the Young Filipino OFW and his family. Our next TVC will showcase a story of a son and his father as they go through the real life drama that families encounter when someone is leaving. No matter how good the opportunity is, family members will still be affected when someone leave. This became our inspiration in kicking off our advertising campaign for 2016. Our TVC called “Sepanx” or Separation Anxiety will surely melt your hearts and spark the flame of being “Ganado sa Buhay” anywhere you may be in the world. Ginebra San Miguel plays an integral role in the “Ganado” life of our core market. See the “Ganado sa Buhay” TVC below:
Coming into 2016, we started with new and unique was of engaging with our market. From a fresh Calendar Girl that is more than just a pretty face and a hot body to on-ground consumer engagements, we demonstrate the brand’s superiority in quality, taste and versatility. 2016 is going to be a more flavorful year for GSMI.
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