Ginebra launches light gin line to keep up with market demand

CEBU, Philippines - The stiff competition in the Philippines’ gin and hard liquor business has pushed the San Miguel Group’s hard liquor unit Ginebra San Miguel Inc., (GSMI) to invest in making wider choices of products to meet the fast changing consumer preference.

In this connection, GSMI recently introduced its light version of flagship product GSM Blue, to satisfy the changing market tastes, as well as attract the younger generation, who is observed to be adventurous in their social drinking lifestyle.

Lori Infante, GSMI Blue Lines general manager, said that while Ginebra Gin products has been known in the Philippine market for years, it has to keep up with the active move of its rival brands to capture the huge younger generation market, special those ages 18 to 24 years old.

GSMI recently launched in Cebu GSM Blue Light, considered to be the lightest gin available in the market. GSM Blue Light is a 50-proof sugarcane alcohol, she said.

Ever since Ginebra is known for offering hard drinks in the market. The recent launch of the light gin lines, the brand is expected to attract the younger generation market, whose tastes are adventurous and highly sophisticated, Infante said.

The evolution of cocktail drink demand in the mainstream market also prompted GSMI to introduce its flavored gin products this month, to add to the brand’s choices and get ahead with the market demand.

This month, GSM Blue will offer its gin flavored version, which has undergone intensive market study and research to identify the tastes of the adventurous and younger gin lovers.

The company is set to launch GSM Blue flavors with choices of brown coffee, mojito, apple and lychee. These are 35-proof alcohol sourced from sugarcane.

“We would like to re-excite the Gin market in the Philippines. It has been there for quite a while. Now, the competition is tougher, and the market tastes has changed. We have to move where the market is moving,” she said. (FREEMAN)