World’s top selling gin in new ‘symbols of courage’ marketing push

Insider Spotlight

• Ginebra San Miguel shifts its storytelling to real-life heroes with visible battle scars
• The Tatak ng Tapang campaign features athletes and artists who embody Filipino grit
• Brand positions courage as a shared, everyday Filipino experience

Ginebra San Miguel — the world's top selling gin by volume — is doubling down on authenticity as it launches its newest brand campaign, Tatak ng Tapang, Tatak Ginebra, spotlighting real people whose courage is etched in lived experience rather than scripted storytelling.

 Why it matters

The campaign by the unit of the San Miguel Corp. conglomerate marks a strategic evolution for the gin maker, moving away from conceptual heroism toward deeply personal narratives that resonate with everyday Filipinos. In a crowded spirits market, Ginebra is reinforcing emotional connection as a long-term brand asset.

What’s new

Unlike previous campaigns, Tatak ng Tapang features four individuals whose physical scars symbolize perseverance through adversity. The campaign launched digitally last Dec. 31, 2025, aligning with the brand’s tradition of ushering in the new year with messages of resilience and courage.

What they’re saying

“This is different from the past. We are honoring actual people—ordinary individuals whose stories our consumers can truly relate to,” sales and marketing manager Allan Mercado said in a statement. “Our hope is that they inspire others through their authenticity and relatability to pursue their dreams, no matter how big on ambiguous.”

“These are everyday heroes in their own fields, whose grit and discipline prove what true tapang looks like,” added marketing manager Ron Molina.

The big picture

For years, Ginebra has built its identity around the Filipino never-say-die spirit. During the pandemic, this took shape through the idea of the kabayani—ordinary workers whose quiet heroism held communities together. The new campaign extends that narrative by focusing on real-life heroes with visible marks of sacrifice and discipline.

Who’s featured

The campaign highlights mountaineer Miguel Mapalad, visual artist Auggie Fontanilla, Barangay Ginebra Gin Kings rookie Sonny Estil, and world 10-Ball champion Chezka Centeno. Their challenging experiences, whether from mountain expeditions, years of manual labor, or relentless training, are presented as badges of honor rather than imperfections.

What’s next

By grounding its messaging in real stories, Ginebra San Miguel is reinforcing its position as a distinctly Filipino brand—one that frames courage not as extraordinary, but as something shared by all.

As group product manager Paolo Jose Tupaz noted, facing life’s challenges head-on is what ultimately turns ordinary people into real-life heroes.

— Edited by Daxim L. Lucas