MANILA, PHILIPPINES — 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 in the last week of December 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 or ambiguous,” Mercado shared.
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, the brand’s campaign celebrated the idea of the kabayani—teachers, jeepney drivers, nurses, and ordinary workers whose quiet heroism defined modern-day 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,” said 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 person carries struggles and challenges, yet within each lies the courage to confront obstacles, fight for what matters, and pursue dreams—for family, self, and 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,” Molina said. “’Yan ang Tatak ng Tapang. ‘Yan ang Tatak Ginebra.”
Miguel Mapalad embodies this spirit as he conquered the cold, exhaustion, and dangers of Mount Everest. Years of rigorous training 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,” Mapalad said, recalling how he even brought Ginebra San Miguel to base camp to keep warm and share with fellow mountaineers.
For visual artist Auggie Fontanilla, his tatak ng tapang is found in the streets of Manila. Leaving behind a career in publishing, he pursued his passion for graffiti art—painting by night and hustling by day. Earnings were small, but persistence paid off. Today, he is a lead artist at The Clothing and the Pilipinas Street Plan Collective, with murals that stand as bold statements of courage.
Basketball player Sonny Estil’s journey began with borrowed shoes that did not fit. Growing up in hardship and working as a farmer and carpenter, he endured pain and hardship while playing in local leagues. His perseverance paid off when he made the game-winning shot at the Draft Combine, eventually becoming a first-round draft pick for Barangay Ginebra Gin Kings—carrying the mark of courage in every step he takes on the PBA court.
Meanwhile, billiards champion Chezka Centeno learned the sport in modest bars and halls in Zamboanga, often as the only woman playing against men. Despite repeated losses, she never lost hope. Through relentless practice, she rose to international competition and, in 2025, was crowned WPA Women’s World 10-Ball Champion—using her success to lift her family from poverty.
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,” said Group Product Manager Paolo Jose Tupaz. “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.”
Through “Tatak ng Tapang, Tatak Ginebra,” the brand continues its legacy of honoring courage—this time through real faces, real scars, and real stories.
Ginebra San Miguel Inc. (GSMI) is the producer of the world’s largest-selling gin, Ginebra San Miguel. Its portfolio also 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.
