Brand History

From 1834 to 1902, Antonio Ayala and Domingo Roxas founded Ayala y Cia and began producing juniper-flavored liquor for Europeans and the Filipino elite at their Distileria Licorea de Ayala. This liquor became known as Ginebra San Miguel de Ayala. As demand grew, new equipment from France made the spirit more accessible to the masses. Renowned chemist Anacleto del Rosario refined the formula, enhancing its purity, strength, and smoothness.

Between 1902 and 1941, under American occupation, Ginebra San Miguel earned “pure” and “stainless” distinctions, the highest commercial product standards. Advances in brewing and bottling helped the brand dominate the market. When La Tondeña, owned by Carlos Palanca Sr., acquired the Ayala y Cia distilleries, it expanded Ginebra San Miguel’s distribution nationwide.

From 1941 to 1969, despite the devastation of WWII, production at La Tondeña continued with the help of Filipino architect Otilio Arellano, who played a crucial role in reopening the facility and providing much-needed jobs to a recovering nation. During this period, Carlos Palanca Jr. succeeded his father and modernized the production process, introducing mechanized bottle washing, capping, crowning, and labeling. He also contributed to creating the iconic “cuatro cantos” bottles. Renowned artist Fernando Amorsolo, the Philippines’ first National Artist for Painting, designed the brand’s official logo. New liquor variants, including Añejo Rum (1955), Rum Caña (1955), and Vino Kulafu (1957), were also introduced during this time.

From 1969 to 1987, advertising campaigns helped shape Ginebra San Miguel’s identity by connecting it with Filipino values like resilience and patriotism. These ads emphasized strength in overcoming challenges and redefined the “macho” image to include hard work, pride, perseverance, and love for the country. Popular taglines like “Ang Inumin ng Tunay na Lalaki” and “Ang Inumin ng Tunay na Pilipino” reinforced this image, which continues today.

In 1987, San Miguel Corporation acquired La Tondeña and renamed it La Tondeña Distillers Incorporated (LTDI). This partnership expanded distribution, and LTDI established Distileria Bago, Inc. (DBI) in Negros Occidental to ensure consistent production of high-quality alcohol.

In 2003, LTDI was renamed Ginebra San Miguel Incorporated (GSMI) to honor its flagship gin brand and rich heritage. The company introduced new gin variants, including Ginebra San Miguel Blue for entry-level drinkers and Ginebra San Miguel Premium Gin for the upscale market. Over the years, GSMI expanded its product line with Gran Matador Solera Brandy (2003), Tondeña Premium Rum (2004), Gran Matador Solera Gran Reserva (2005), and other popular spirits like Antonov Vodka, Don Enrique Mixkila, and St. George’s Whiskey (2006).

GSMI also boosted its production capacity by acquiring East Pacific Star Bottlers Phils—Inc., with additional facilities in Albay and Isabela. The company has earned numerous international awards, while its heritage brands, Vino Kulafu (a Chinese herbal wine) and Ginebra San Miguel, continue leading the market.

The Label
Created by Filipino National Artist, Created by Filipino National Artist Fernando Amorsolo (1892-1972) and popularly known as Marca Demonio, the iconic image is of St. Michael the Archangel triumphantly defeating the devil in the celestial battle during the War in Heaven described in the Book of Revelations. There is a saying that if one wants to earn a work of Amorsolo, getting a Ginebra San Miguel bottle from a nearby store would be enough. 
For more: ginebrasanmiguel.com/our-brands-red/

The Gin and Program Implementation 

The Gin
A neutral sugarcane molasses distillate is enhanced with botanical essences, including juniper berries, and a refreshing burst of delightful citrus flavors.   It is then proofed with demineralized water.

Program Implementation
Ginebra San Miguel “Quatro Cantos” is a high volume product.  This is reflected in the price, the quantity of product sold, and the release (in the Philippines only) of “Ginebra San Miguel Premium Gin” and “1834 Premium Gin” as part of the product line extension. The product is meant to be consumed in high-volume environments, reflected in its price.  

Retail Program
Ginebra San Miguel “Quatro Cantos” should be a staple in Filipino grocery and retail environments, including those with significant Filipino populations.  

On-Premise Programs
Given the high-volume nature of the product, its implementation should be focused on Filipino-centric “storytelling.”  Additionally, the cocktails should build off those flavors, with the base spirit being slightly sweeter and more prominent than in a London Dry Gin and the juniper and citrus forward notes being robust. The price point also works for infusions. 

• San Miguel Beer and a shot of Ginebra San Miguel.  Philippine-based bar consultant Richie Cruz says Ginebra Quatro Cantos is drunk as Taga/Tagay. One glass is passed around as a shot with a chaser.  
• Gin and Tropical Juice. For example, Ginebra San Miguel and pineapple can be served in Filipino establishments that don’t have a curated beverage program.
• In “craft” programs, it can be used for storytelling, and the flavors can be elevated through the rest of the cocktail. This can be accomplished by doing a botanical infusion.

 

Filipino Flavor Combinations

The flavor of Ginebra San Miguel is primarily juniper with complimentary citrus flavors where: 

• Juniper’s primary aroma compounds are α-pinene (pine aroma), myrcene (earthy fruity aroma and also found in a multitude of herbs including lemongrass, oregano, and mint.  Also found in mangos), sabinene ( woody, spicy aroma found in oregano, bay leaf),  and limonene (citrus aroma), and β-pinene (pine aroma). 
• Complimentary citrus flavors are produced by the aroma compound limonene. 

 Cocktails lend themselves to refreshing herbaceous notes, as too much sugar without offsetting acidity can clash with the pine aromas.

Herbs, Spices and Sweeteners

Herbs

• Botanical manipulation of the gin: Given the price point and the general concept of the gin category as being a spirit with infused botanicals, including juniper, additional infusions can be made in a similar approach to “bathtub gin.”  For example:
• San Miguel’s 1834 gin botanicals include calamansi, sampaguita (Jasminum sambac), orange and lemon peels, juniper berries, cubeb berry, grains of paradise, angelica root, coriander seed, and orris root. 
• Other botanical options include banana leaf, lemongrass, Jasmine tea (Sampugita + Green tea), bay leaf, and spices like black peppercorn, galangal, and ginger.

Spices and Sweeteners

• Galangal is a natural flavor pairing with Ginebra because it shares with jumper common aroma compounds of α-Pinene and β-Pinene.
• Sugarcane juice provides grassy aromas and slight sweetness.
• Pandan syrup provides nutty, vanilla, floral aromas from 2-acetyl-1-pyrroline (2AP), the same aromatic compound in jasmine rice and freshly baked bread.  It gives the butter popcorn/nutty/vanilla aroma.
• Lemongrass, in the form of syrup, enhances citrus aromatics.

Southeast Asian Fruits

• Citrus replacements include calamansi and dalandan (Sour Southeast Asian orange).  These citrus have higher concentrations of R-limonene isomer (orange aroma) compared to the (S)-limonene isomer (lemons aroma).
  • Zest provides aromatics without adding sour/tart flavors.  
  • Orange aromas lend to honey, muscovado, coconut, and white sugar. Howvver to preserve the light aromas, white sugar is more ideal for Ginebra cocktails.
  • Calamansi or dalandan alternatives to the orange flavored Triple sec (orange zest + neutral spirit + sugar) or curacao (orange zest +brandy + sugar) 
• High-acid fruits like starfruit, yellow mangosteen, pineapple 
• Medium acid fruits like mango (ripe), mangosteen
• Low-acid fruits like durian, duhat (Java plum), and banana are creme de banana liqueur.
• Coconut milk/ creme de coconut can be used as a foaming agent and creamy ingredient; however, it needs significant proportion adjustment so that the juniper and coconut do not clash.