Cocktail culture is enjoying its heyday around the world, with many spirits having their unofficial day of celebration. Every second Saturday of June is considered World Gin Day and for the Philippines’ largest gin producer Ginebra San Miguel Inc. (GSMI), World Gin Day is a way to celebrate the various ways gin can be enjoyed.
“We join gin enthusiasts worldwide in celebrating World Gin Day. As pioneers of this event in our country, we aspire to ignite the spirit of greater appreciation among more Filipinos to know gin’s outstanding qualities, as it is a drink that is ‘Cool, Clear, and Versatile,’” says GSMI marketing manager Ron Molina.
In a new campaign supporting the appreciation for gin, GSMI unveiled three personalities who embody these 3 unique characteristics of gin. These are actor and model Zanjoe Marudo, The Hungry Syrian Basel Manadil, and actress comedian Herlene “Hipon Girl” Budol. The three will also be present at various events of GSMI during “Gin Is In” celebrations this June.
Part of the WGD celebration will be the launch of the second season of G-MIX Nation Online Series, hosted by Luis Manzano, which will feature new cocktail recipes. Alongside is a home bar kit which is sold online and at select supermarkets. It contains Ginebra products and tools for mixing different kinds of cocktails right at the comfort of one’s own home.
To ensure gin enthusiasts across the country can partake in the “Gin Is In” festivity, Ginebra San Miguel Inc. will also host mini events in around 50 bars nationwide, including those in Pampanga, Naga, Cebu, and Cagayan De Oro. These bar activations will offer consumers exclusive promotions, raffle giveaways, and outlet merchandising, providing an opportunity for everyone to immerse themselves in the celebration.
To sustain the momentum of the “Gin Is In,” there will be various activities in hundreds on-premise outlets from July to December. Participating outlets will 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 declare their love and support for the vibrant local gin culture. In the country, gin is synonymous with Ginebra San Miguel, the country’s pioneering gin and the oldest consumer brand in the market. Still remaining cool, clear and versatile, a timeless classic that’s in tune with the times.
