Ginebra San Miguel Reimagines World Gin Day with Nationwide Ginuman X Celebration

The month-long celebration brought live music, cocktails and community experiences to Batangas, Cebu, Antipolo and Cagayan de Oro.

Ginebra San Miguel Inc. (GSMI) turned World Gin Day into a nationwide celebration through Ginuman X, a month-long series of events combining live music, cocktails, interactive activities and Filipino camaraderie.

Held throughout June, Ginuman X made stops at the RSA Sports Complex in Balayan, Batangas; Talisay City, Cebu; Robinsons Antipolo; and Pueblo de Oro in Cagayan de Oro.

The series marked the latest evolution of GSMI’s long-running Ginumanfest. It also brought the celebration closer to communities across Luzon, Visayas and Mindanao.

More than a concert series, Ginuman X presented gin as a drink that continues to evolve with a new generation while remaining connected to Filipino celebrations and social traditions.

For decades, Ginebra San Miguel has been part of reunions, milestones and simple gatherings among family and friends. Through Ginuman X, GSMI created an experience designed to connect Gen Z and Millennial consumers with long-time gin enthusiasts.

“Through Ginuman X, we created a more immersive experience that celebrates not only the versatility and quality of gin, but also the spirit of togetherness that has always defined the Ginebra brand,” GSMI Marketing Manager Ron Molina said.

Molina also highlighted gin’s distinctive use of botanicals, particularly juniper berries, which gives the spirit its recognizable flavor and character.

A new chapter for World Gin Month

GSMI has been organizing World Gin Day activities for more than a decade. The company introduced its first celebration in the Asia-Pacific region in 2014, during the 180th anniversary of its flagship brand, Ginebra San Miguel.

Since then, the celebration has expanded through initiatives such as the One Ginebra Nation Tour, the “Gin Is In” campaign and the “Your World of Gin Experience.”

Ginuman X continued that evolution with a more interactive nationwide format.

The “X” represents three elements of the celebration: “eXperience, eXtraordinary and eXciting.”

Each stop featured performances from OPM artists, including Al James, Allmost, Because, P.O.T., Banda ni Kleggy, 6cyclemind, Chocolate Factory, Cookies and Oh! Caraga. Local performers also joined the lineup, giving each event a stronger connection to its host community.

Festivalgoers participated in cocktail demonstrations, games, raffle activities and branded experiences. Exclusive merchandise was also made available during the events.

These activities highlighted how Ginebra products can be used in contemporary cocktails while keeping the familiar social spirit associated with Filipino gatherings.

Bringing people into the experience

GSMI Group Product Manager Paolo Jose “Tooper” Tupaz described Ginuman X as the company’s biggest and most immersive World Gin Month celebration to date.

“We created an experience where people don’t simply attend an event—they become part of it,” Tupaz said. “We introduced a new way of celebrating gin while keeping alive the Filipino spirit of tagayan, friendship and community.”

That emphasis on participation helped Ginuman X go beyond the usual concert format. Music, cocktail culture and interactive activities gave attendees different ways to take part in the celebration.

Celebrating with a purpose

Ginuman X also included a community component.

A portion of the proceeds from the nationwide events was donated to the San Miguel Foundation to support its community programs.

“Celebrations become even more meaningful when they create a positive impact beyond the event itself,” Tupaz said.

The initiative allowed every ticket and shared experience to contribute to programs outside the event venues.

Through Ginuman X, GSMI introduced a fresh approach to World Gin Month while retaining the sense of connection that has long been associated with the Ginebra brand.

The nationwide celebration showed how a heritage spirit can find new relevance through music, modern cocktails and experiences that bring different generations and communities together.

Ginuman X and Ginebra San Miguel products are intended for adults of legal drinking age. Drink responsibly.