Manila, Philippines — Ginebra San Miguel, the world’s largest-selling gin, once again elevates brand storytelling with the launch of its newest campaign, “Tatak ng Tapang, Tatak Ginebra.” More than a continuation of its long-standing tribute to Filipino courage, the campaign marks a powerful evolution—shifting the spotlight to real people whose strength is etched not in fiction, but in the very scars they carry.
Launched digitally on December 31 to welcome the new year, the campaign celebrates four real-life personalities whose journeys embody authentic courage: mountaineer Miguel Mapalad, visual artist Auggie Fontanilla, PBA top draft pick Sonny Estil, and world billiards champion Chezka Centeno.
“This is different from the past,” said Allan Mercado, Sales and Marketing Manager of Ginebra San Miguel. “This time, we are honoring actual people—ordinary individuals whose stories our consumers can truly relate to. We hope their authenticity inspires others to pursue their dreams, no matter how big or uncertain those dreams may be.”
From Conceptual Bayani to Real-Life Heroes
For years, Ginebra San Miguel has been synonymous with courage, resilience, and the Filipino “never-say-die” spirit. In 2025, the brand celebrated the concept of the kabayani—teachers, jeepney drivers, nurses, and workers whose quiet heroism defined modern bayanihan.
“The idea of the ‘bayani’ emerged during the pandemic, when heroism took on a deeper meaning,” shared Ron Molina, Marketing Manager. “Today, we take it further by highlighting real-life heroes—people with actual battle scars. These are everyday individuals whose grit and discipline show us what true tapang looks like.”
The scars of Miguel, Auggie, Sonny, and Chezka—visible on their hands, feet, and faces—are not hidden. They are worn with pride, serving as badges of honor. For Ginebra San Miguel, these marks are the true Tatak ng Tapang—proof of battles fought, endured, and won.
“Lahat Tayo May Tatak ng Tapang”
At the heart of the campaign lies a universal truth: everyone faces battles in life. Each struggle leaves a mark, and within every Filipino is the courage to confront obstacles, fight for what matters, and pursue dreams for family, self, and country.
“This is the kind of courage that never retreats and never gives up,” Molina added. “It pushes us to persevere until we reach our goals. Yan ang Tatak ng Tapang. Yan ang Tatak Ginebra.”
Miguel Mapalad’s tatak ng tapang is defined by his conquest of Mount Everest. Years of grueling training across the world tested his limits, but his courage never faltered.
“Reaching the highest mountains wasn’t enough—Everest was my ultimate goal,” said Mapalad. “Every painful step left a mark of courage until I finally stood on top of the world.” At Everest base camp, he even shared moments of warmth and camaraderie with fellow mountaineers over Ginebra San Miguel.
For visual artist Auggie Fontanilla, courage took shape on the streets of Manila. Leaving a stable job in publishing, he followed the call of his art as a graffiti artist. By day he hustled to survive; by night, he painted the city’s walls. Today, he is a lead artist for The Clothing and the Pilipinas Street Plan Collective, with murals that stand as bold statements of perseverance and passion.
Barangay Ginebra Gin Kings rookie Sonny Estil’s journey began far from the bright lights of the PBA. Growing up in hardship, he worked as a farmer and carpenter, playing basketball in local leagues wearing borrowed shoes that didn’t fit. Through daily training and relentless determination, he rose to become a first-round draft pick—carrying his tatak ng tapang onto the PBA court with every step.
Meanwhile, world 10-Ball champion Chezka Centeno discovered her courage in modest billiard halls in Zamboanga, often as the only woman competing against men. Losses never broke her spirit. Through discipline and resilience, she climbed the ranks of international competition. In 2025, she was crowned the WPA Women’s World 10-Ball Champion, using her success not only to fulfill personal dreams but also to uplift her family from poverty.
A Truly Filipino Brand
“We celebrate courage in its most authentic form,” said Paolo Jose Tupaz, Group Product Manager. “Miguel, Auggie, Sonny, and Chezka are not celebrities or born into privilege. They faced life’s challenges head-on, persevered against all odds, and inspired others through their grit and never-say-die spirit. That is what makes them real-life heroes—and that is the true Tatak ng Tapang.”
Through “Tatak ng Tapang, Tatak Ginebra,” Ginebra San Miguel continues its legacy of honoring Filipino courage—this time through real faces, real scars, and real stories.
About Ginebra San Miguel Inc. (GSMI)
GSMI is the producer of the world’s largest-selling gin, Ginebra San Miguel. Its portfolio of quality distilled spirits includes 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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