Ginebra San Miguel, the world’s largest-selling gin, once again raises the bar in brand storytelling with its newest campaign, “Tatak ng Tapang, Tatak Ginebra,” a powerful evolution of its long-standing celebration of Filipino courage. This time, the spotlight is on real people—four personalities whose strength is etched not in fiction, but in the very scars they carry on their bodies.
According to Sales and Marketing Manager Allan Mercado, the campaign, which was launched digitally on December 31 to usher in the new year, marks a meaningful shift. “This is different from the past. We are honoring actual people—ordinary individuals whose stories our consumers can truly relate to. Our hope is that they inspire others through their authenticity and relatability to pursue their dreams, no matter how big on ambiguous.
From Conceptual Bayani to Real-Life Heroes
For years, Ginebra San Miguel has been synonymous with courage, resilience, and the “never-say-die” spirit. In 2025, our campaign celebrated the idea of the kabayani—teachers, jeepney drivers, nurses, and ordinary workers whose quiet heroism defined modern/ everyday bayanihan.
“The concept of the “bayani” was born during the pandemic, when heroism took on new meaning. Today, we move toward real-life heroes—people who have actual battle scars to show. These are everyday heroes in their own fields, whose grit and discipline prove what true tapang looks like,” says Marketing Manager Ron Molina.
These scars—visible on the hands, feet, and faces of mountaineer and Mt. Everest conqueror Miguel Mapalad, visual artist Auggie Fontanilla, PBA top draft pick Sonny Estil, and billiards champion Chezka Centeno—are not hidden. They are worn proudly, like badges of honor. For Ginebra San Miguel, these marks are the true “Tatak ng Tapang,” proof of battles fought, endured, overcome and won.
‘Lahat Tayo May Tatak ng Tapang’
At the heart of the campaign is a universal truth: everyone faces battles in life. Each of us has our own struggles, our own challenges. Yet, within each of us lies courage—the courage to confront obstacles, fight for what matters, and pursue our dreams—for our families, for ourselves, and for our nation.
“This is the kind of courage that never retreats and never gives up, no matter the challenge. It is the courage that pushes us to persevere until we achieve our goals,” says Ron. “Yan ang Tatak ng Tapang. Yan ang Tatak Ginebra.”
Who else could personify the “tatak ng tapang” than Miguel Mapalad, as he conquered the cold, exhaustion, and dangers to reach the top of the world. His dream: to become one of the Filipinos to summit Mount Everest. Years of rigorous training across the globe tested his limits, but his courage never wavered.
“Reaching the peak of the Philippines and other mountains in the world was not enough— Mount Everest was my ultimate goal. Every step, every pull, every push, even in the face of pain, left the mark of courage imprinted on me until I finally stood on top of the world,” says Miguel, as he proudly showed a photo of Ginebra San Miguel at the base camp, which he enjoyed to keep warm and shared with other mountaineers.
For Auggie, his “tatak ng tapang” can be seen in the streets of Manila. Once working in the publishing industry, he chose to leave it behind to follow the passionate call of his art as a graffiti artist. By day, he hustled to make a living; by night, he painted the city’s walls. Earnings were small, but he never gave up. Over time, his works gained recognition, and today he is a lead artist at The Clothing and the Pilipinas Street Plan Collective. Auggie’s murals are more than art—they are statements of courage, painted day and night.
Seeing PBA player Sonny Estil earn scores for the Barangay Ginebra Gin Kings, one will not imagine how he began: at the start, he was only lent shoes that didn’t fit; today, he is a first-round draft pick.
Growing up in hardship, working as a farmer and a carpenter, Sonny played in local leagues with lent shoes that were tight and painful. Yet he endured the pain, training every day until he made the game-winning shot at the Draft Combine. Now, as a first-round pick for Barangay Ginebra, Sonny carries the mark of courage in every step he takes on the PBA court.
Eye on the ball, eye on the prize. This is also the same “tatak ng tapang” with Chezka Centeno, world 10-Ball champion billiards player. Chezka learned to play billiards at a young age in modest bars and halls in Zamboanga, where she was the only female playing against the men. Despite numerous losses, she never lost hope. Through relentless practice and determination, she won one pool battle after another, rising to international competitions. In 2025, she was crowned the WPA Women’s World 10-Ball Champion, using billiards not only for her personal success but also to lift her family from poverty. Today, with “Tatak ng Tapang,” the ball is in her hand, and the world is her pool.
A Truly Filipino Brand
“We celebrate courage in its most authentic form—Miguel, Auggie, Sonny, and Chezka are not celebrities or from well-off families, but they have shown what Tatak ng Tapang is all about—that when they face life’s challenges head-on, persevere against all odds, and inspire others through their strength, grit, and never-say-die spirit, they become real-life heroes,” says Group Product Manager Paolo Jose Tupaz.
Through “Tatak ng Tapang, Tatak Ginebra,” the brand continues its legacy of honoring courage—this time, through real faces, real scars, and real stories.
GSMI is the producer of the world’s largest-selling gin, Ginebra San Miguel. Its other quality distilled spirits include GSM Blue Light Gin, GSM Blue Mojito, GSM Blue Margarita, GSM Blue Gin Pomelo, GSM Blue Lychee Martini, Ginebra San Miguel Premium Gin, 1834 Premium Distilled Gin, Archangel Reserve Premium Dry Gin, Antonov Vodka, Freedom Island Light Rum, Primera Light Brandy, and the Philippines’ no. 1 Chinese wine, Vino Kulafu.
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