Athletes, musicians support changing ‘gin culture’

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Ginebra San Miguel marketing team (from left) Tooper Tupaz, Winchie Tobias, Marvin Dancel and Francis Solomo

Ginebra San Miguel marketing team (from left) Tooper Tupaz, Winchie Tobias, Marvin Dancel and Francis Solomo

With almost two centuries of presence in the Philippines, Ginebra San Miguel has become the top gin of choice of the Filipino public. But while its success and popularity is established in the mass market, the brand is now paving the way for a new gin culture with a lineup of unique activities featuring its full range of products.

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This brand evolution was officially announced on February 18 at Urbn in Timog, Quezon City via press launch that saw the attendance of GSMI officials led by president Bernie Marquez, as well as personalities like Mark Caguiao of PBA’s Brgy. Ginebra, and Kean Cipriano of band Callalily.

At the event, the upcoming Ginebra San Miguel events were also unveiled.

Topping the list is the Gin Nation Roving Caravan, created to guide and inspire people about the various ways that Ginebra San Miguel can be consumed. The caravan will participate in various university events, food festivals, and food destinations like Mercato Centrale and Maginhawa Food Street, among others. Specially formulated for the truck are five mixes that everyone can enjoy: Manila Sunrise, Blue Fizz, Mojito Slush, Sweet Lemony Martini and All Nighter.

Basketball player Mark Caguioa, GSMI president Bernie Marquez, GSMI group product manager Marvin Dancel and GSM Blue Brand Manager Winchie Tobias

Basketball player Mark Caguioa, GSMI president Bernie Marquez, GSMI group product manager Marvin Dancel and GSM Blue Brand Manager Winchie Tobias

GSMI’s Ginumanfest Concert Series also continues this year touring different regions of the Philippines, and 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.

The company will also target the millenials through GSM Blue as it invades favorite summer destinations like La Union, Baler, Zambales, Laguna and all the way to Boracay. Expect to find sampling booths and special lounges where you can hang with your friends under the sun. Be creative with Ink for Drinks activity and get free drinks for every henna tattoo.

In line with this, 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 and the winner will be given a chance to represent the country in an international competition.

As the culminating event of the entire summer season, the company 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.

Callalily’s Kean Cipriano is joined by members of Banda ni Kleggy

Callalily’s Kean Cipriano is joined by members of Banda ni Kleggy

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 on World Gin Day.

GSMI also introduced its Black Fleet, the official vehicle of the GSM Premium Gin Cart at the Art Fair Philippines on February 19 and 20. It serves a mix of both artisanal and experimental cocktails featuring fresh, innovative, and unexpected ingredients like bacon and tomato juice.

With all of these slated, Ginebra San Miguel is set to expand its brands into a whole new territory this 2016.

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