When I try to think back on old college years when house parties overflowed with never-ending bottles of questionable liquor and the thudding beats of EDM music, there are thankfully only very few things that manage to puncture through the alcoholic haze of those memories. One sharp image that comes back in crystal clear focus would be a bottle of Ginebra San Miguel gin bottle by the bar, ready to be mixed in with tonics or sugary syrups for just that one last drink before heading home to an already broken curfew. Ask anyone else and chances are everyone you know has at least one recollection of themselves featuring this iconic drink. It’s really amazing then that from its humble start as a small distillery in Quiapo back in 1834, Ginebra San Miguel has now become an indelible part of every Filipino’s experience of celebrations, no matter how intimate or grand.
Fast forward to now, GSM is set to celebrate a milestone with its upcoming 185th anniversary. Whom better to personify the iconic brand’s image and reputation than Miss Universe 2015, Pia Wurtzbach? Introduced as Ginebra’s newest 2019 Calendar Girl in a press launch held at the Edsa Shangri-la Isla ballroom, Pia joins the ranks of other esteemed beautiful women who achieved success in their careers and represents GSM in its much-awaited yearly calendar. Almost everyone is familiar with the story of Pia who braved joining Binibining Pilipinas thrice, and going on to eventually claim the most coveted world title of Miss Universe. This non-compromising grit and determination to succeed amidst challenges is what makes her a perfect match to the Ginebra Ako message of being Filipino and strong. GSMI Marketing Manager Ron Molina echoed this when he stated “Pia is the epitome of what the brand stands for”.
Amidst a shower of confetti and plumes of smoke, Pia showcased her signature walk and show-stopping figure to the assembled crowd. In a short sit-down interview before the unveiling of her calendars, she shared that this was her first swimwear photoshoot outside of the Miss Universe pageant. When she found out that she was chosen to represent Ginebra San Miguel, she promised the brand that she would work hard to get her body back in tiptop shape. In just a few short weeks, she was able to reach her goal through both careful exercise and healthy balanced eating. This pursuit of excellence and determination to achieve her goals truly personifies the values of GSM as a world class quality Filipino product which has now captures almost 50% of the global gin market. On a high with this success, we only have good things to look forward to from both Pia and Ginebra San Miguel in the years to come.