Saturday, February 27, 2016

Ginebra San Miguel announcing Gindependence Day! and invites all to join the revolution to a new Philippine gin culture

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. 


 
Taken during the press launch of Gindependence, the executives of GSMI (L-R): Mark Caguioa, GSMI President Bernie Marquez, GSMI Group Product Manager Marvin Dancel and GSM Blue Brand Manager Winchie Tobias
Ginebra San Miguel is making new waves in the market with activations that will level up its image and brand perception for the market. From that gin brand known as for the old and mass market, GSMI is opening a new chapter for something more hip, fun and upscale. GSMI is not afraid to embrace change and create a revolution in the gin market. It’s time for the new. The time for gin is now!

Feel the change with GINEBRA SAN MIGUEL GIN

1. GANADO SA BUHAY THEMATIC CAMPAIGN

Ginebra San Miguel as their flagship is going through some interesting changes. After years of
championing the hardworking Filipino working class, their 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 their positioning for their future “Ganado” Filipinos. This year they will also highlight a special segment in society, the Young Filipino OFW and his family. Their 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.

2. GIN NATION CARAVAN

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. Apart from these unique mixes, they want to complete the drinking experience by adding acoustic performers that will give entertainment to their “Ganado” market. Move on to the summer of 2016, they invite everyone to watch out for their Gin Nation Roving Caravan and joining in building a bigger and better Ginebra San Miguel. Like the “Ginebra San Miguel” Facebook page (www.facebook.com/barangayginebra) for details and schedules.

3. GINUMANFEST CONCERT SERIES

Summer is coming again and 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. Giving people samples of well-loved gin drinks.

4. GINEBRA SAN MIGUEL 3 ON 3 TOURNAMENT

Barangay Ginebra team this summer, their 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. These Barangay teams will battle it off to be their area’s representative for the national championships. The top 16 teams from the identified areas will face-off against one another in a championship tournament that will determine this year’s three-on-three national champion.

The inaugural qualifier will happen on March 12 at Santolan, Pasig City. Teams from Pampanga, Tarlac, Pangasinan Laguna, Quezon Province, Cavite, Bulacan, Quezon City, 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. Like the “Ginebra San Miguel” Facebook page, for more exciting news on this event.


GSM BLUE: Embrace the new

Today, more and more youths are interested in exploring their spirit of adventure and fueling their #YOLO attitudes. Ginebra San Miguel aims to be part of that notion, which is why they have changed the look and reformulated GSM Blue. The contemporary look has been updated to capture the curiosity of the young. Its fresh citrus aroma invigorates the sense of smell and a sip of the enhanced GSM Blue will leave you speechless because of its distinct smoothness and light taste. Straight up or mixed, the new GSM Blue is the ideal drink to bring life to all your explorations wherever you are and whoever you are with.

GSM Blue will be part of your summer adventure they invading the favorite destinations of our millennial target market. From La Union, Baler, Zambales, Laguna and all the way to Boracay, expect to find GSM Blue’s unique activations. To further hype up #YOLO and #Adventure, GSM Blue will fly 5 friends for free to the hottest summer destination, Boracay. Participants should post a photo of your tropa adventures with the new GSM Blue on Facebook and Instagram. Use the hashtag #GSMBlueSummerAdventure. The post with the most number of likes wins a 3D&2N Boracay Trip for 5. Winners will get to experience exhilarating activities such as zorb, ATV, cliff diving, parasailing, helmet diving and party all night on the labor day weekend.

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. Their 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.  By taking from the rich history and culture of the Ginebra San Miguel brand and mixing it with modern, contemporary design, their able to bring relevance and uniqueness to Ginebra San Miguel Premium Gin, which they strongly believe they have a natural appeal to their new target market.

They also 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 Fleet passengers will be given the opportunity to sample different ways to enjoy Premium Gin in different settings. In designing the Black Fleet, they made sure that all aspects of it would mirror what they see Ginebra San Miguel Premium Gin to be—a sleek, premium experience.

The Gin Cart is Ginebra San Miguel Premium Gin’s take on Ginebra San Miguel’s Gin Nation Roving Caravan. They believe that the premium drinks vehicle showcases their brand’s elevated design aesthetic and readiness for a new, upscale market. In designing the Premium Gin cart, for materials they 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. Their drinks offered in the Premium Gin cart, is 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 last February 19 and 20 at The Link, Makati City.

By the end of summer the world day activity of  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.

IN CONCLUSION: The new flavor of GSMI
This 2016, they started with new and unique ways of engaging with their market. From a fresh Calendar Girl that is more than just a pretty face and a hot body to on-ground consumer engagements, they 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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