In honor of its 190th anniversary, Ginebra San Miguel Inc. (GSMI), the world’s largest selling gin maker, is showcasing the Art of Gin during World Gin Day (WGD).
This annual celebration, held every second Saturday of June, is observed across Europe, Australia, the United States, and the Philippines. GSMI introduced the first World Gin Day celebration in the Asia-Pacific region in 2014, and it has since become a much-anticipated event for gin enthusiasts.
This year, the festivities hold special significance as they coincide with GSMI’s milestone anniversary. The celebration kicked off with a media launch on June 4 at Novotel Manila Araneta City and features a month-long series of events highlighting June as Gin Month.
“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 event’s centerpiece is a walk-through museum showcasing Ginebra artifacts, commemorative items, art pieces, and collectibles. An educational-entertainment performance narrates Ginebra’s 190-year journey through three segments: OriGINs, GINnovations, and ImaGINations.
OriGINs
Historian Alvin Campomanes brought the origins of Ginebra San Miguel to life with historical narration and re-enactments by human statues. This segment covers the creation of the Philippines’ first gin on March 10, 1834, at the Distileria Licorea de Ayala in Quiapo, Manila. Initially bottled in large demijohns for the wealthy, gin became more accessible and affordable in the mid-1800s, packaged in distinctive square bottles known as frasco or cuatro cantos.
The OriGINs segment also features the iconic bottle label painted by National Artist Fernando Amorsolo, depicting St. Michael the Archangel vanquishing evil. This artwork became Ginebra San Miguel’s official logo in the early 1950s.
GINnovations
The GINnovations segment highlights advancements in Philippine gin-making, showcasing Ginebra San Miguel’s consistent excellence since 1834. Each bottle is crafted in copper stills and undergoes meticulous distillation to achieve its distinctive flavor. Today, GSMI offers a variety of brands catering to different tastes, including GSM Blue, Ginebra San Miguel, GSM Premium Gin, and 1834 Premium Distilled Gin.
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A highlight of the event is the launch of Archangel Reserve, a limited-edition 90-proof premium dry gin in a commemorative emerald green bottle. This masterpiece, featuring a perfect balance of six select botanicals, exemplifies Ginebra San Miguel’s rich heritage of gin-making.
ImaGINations
ImaGINations celebrates Ginebra San Miguel’s cultural impact on Filipino life through a modern variety show. The brand has resonated with generations through iconic Calendar Girls, memorable TV ad campaigns, and influences on sports, music, fashion, and film. GSMI introduced its newest ‘Gin-is-In’ ambassadors, showcasing the versatile qualities of gin. The event also featured an auction of Ginebra collectibles, an improv performance by SPIT Manila, and a musical performance by rapper and brand ambassador Nik Makino.
June: The ‘Gin-Is-In’ Month
To continue the festivities, GSMI has planned various activities in selected bars nationwide for all Saturdays of June. Promotions include the GIN-IS IN VIP promo, offering exclusive perks and giveaways.
From its humble beginnings as a small distillery in Manila, Ginebra San Miguel has evolved into one of the Philippines’ most respected brands, consistently embodying the outstanding qualities of gin. Celebrating 190 years, Ginebra San Miguel stands as a testament to the enduring art of gin-making.
