Ginebra San Miguel Premium Gin is GSMI’s champion product for reaching out to a more upscale market. While much of our company’s success has been founded on the large-scale popularity of Ginebra San Miguel gin among the mass market, 2016 marks our brand’s expansion into a whole new territory.
Our strategy for Ginebra San Miguel Premium Gin is to position it in a space that is inherently premium and upscale in itself—the Arts and Culture space. By taking from the rich history and culture of the Ginebra San Miguel brand and mixing it with modern, contemporary design, we are able to bring relevance and uniqueness to Ginebra San Miguel Premium Gin, which we strongly believe would have a natural appeal to our new target market.
We envisioned the Black Fleet as being the exclusive vehicle of Ginebra San Miguel Premium Gin drinkers. Going from one partner bar establishment to another, our Black Fleet passengers will be given the opportunity to sample different ways to enjoy Premium Gin in different settings. In designing the Black Fleet, we made sure that all aspects of it would mirror what we see Ginebra San Miguel Premium Gin to be—a sleek, premium experience. Headed straight for all the best bars in the metro, we guarantee that a ride in the Black Fleet is a ride to a great night.
The Gin Cart is Ginebra San Miguel Premium Gin’s take on Ginebra San Miguel’s Gin Nation Roving Caravan. We believe that the premium drinks vehicle showcases our brand’s elevated design aesthetic and readiness for a new, upscale market.
Much thought and consideration were put into designing the Premium Gin cart. For materials, we chose wood and black metal in order to give the cart a rustic, local feel. In terms of the actual wood design, it was crucial for us to showcase the iconic Ginebra San Miguel logo, which is actually one of Fernando Amorsolo’s earliest recognized works.
For the drinks to be offered in the Premium Gin cart, we decided on a mix of both artisanal and experimental cocktails. To keep things fresh and innovative, unexpected
ingredients will be part and parcel of the cocktail recipes, including items like bacon and tomato juice.
The Premium Gin Cart will make its public debut in the 2016 edition of Art Fair Philippines on February 19 and 20 at The Link, Makati City.
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