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History GSMI

Ginebra San Miguel Inc. (GSMI) is a subsidiary of San Miguel Corporation and is the producer of Ginebra San Miguel, the world's best-selling gin. It began in 1834 as Distilleria de Ayala in Manila and introduced gin manufacturing in the Philippines with Ginebra San Miguel. In 1902, Don Carlos Palanca Sr. established La Tondeña Incorporada (LTI) and acquired Distilleria de Ayala in 1924, making LTI the country's leading distiller. In 1987, San Miguel Corporation acquired LTI to form La Tondeña Distillers Inc. and expanded Ginebra San Miguel's distribution network, making it the country's leading liquor

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464 views

History GSMI

Ginebra San Miguel Inc. (GSMI) is a subsidiary of San Miguel Corporation and is the producer of Ginebra San Miguel, the world's best-selling gin. It began in 1834 as Distilleria de Ayala in Manila and introduced gin manufacturing in the Philippines with Ginebra San Miguel. In 1902, Don Carlos Palanca Sr. established La Tondeña Incorporada (LTI) and acquired Distilleria de Ayala in 1924, making LTI the country's leading distiller. In 1987, San Miguel Corporation acquired LTI to form La Tondeña Distillers Inc. and expanded Ginebra San Miguel's distribution network, making it the country's leading liquor

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Ginebra San Miguel Inc.

(GSMI), a subsidiary of San Miguel Corpration (SMC), is the


producer of the worlds no. 1 selling gin, Ginebra San Miguel and other quality liquor products.
It started in 1834 as Distilleria de Ayala, located along Echague Street in Quiapo, Manila, and
was owned by compatriots Antonio de Ayala and Domingo Roxas. It introduced gin
manufacturing in the Philippines led by its flagship product, Ginebra San Miguel which later
won a silver medal at the Amsterdam Exposition along with their other distillerys products
Ginebra Ayala, and Ginebra Nacional.
Ginebra was known back then as a drink for the wealthy and was popular among both
peninsulares and insulares. But by 1864, Ginebras popularity had trickled down to the working
class. It was made stronger and more flavourful to suit the taste of many people. After that, the
brand became the most sought-after liquor drink by the Filipinos and the new colonizers, the
Americans. It served as an alternative to the colonial version of moonshine, Vino de Nipa.
In 1902, Don Carlos Palanca Sr., a Filipino-Chinese businessman, established La
Tondea Incorporada (LTI) and later pioneered the conversion of molasses into alcohol. He then
acquired distillery from the Ayalas and its product Ginebra San Miguel in 1924 to become the
countrys leading distiller. Palancas success made him known as the Alcohol King. In 1928,
he put up the Tondo plant which was the countrys largest distillery at that time.
During 1945, massive modernization began with the introduction of modern bottlewashing, capping and crowning, and labelling machines. To expand the business, LTI entered the
Rum market after acquiring exclusive rights to manufacture and distribute Aejo Rum and Rum
Caa from Tabacalera Incorporada in 1955. In 1957, LTI also purchased the rights to the
Kulafu name - a popular Pinoy comic jungle hero - and launched Vino Kulafu. It was
considered as the main elixir of peasants in the countrysides of Visayas and Mindanao. LTI
decided to go south and open up another manufacturing plant in Subang Daku, Mandaue in Cebu
in 1964. Year after, they introduced the first natural rum in the market, Tondea Natural Rum.
On August 1 1987, San Miguel Corporation, the countrys largest brewer, acquired LTI
and formed La Tondea Distillers, Inc. (LTDI) in a bid to expand its beverage business portfolio.
Due to SMC, Ginebra gained an access to a vast domestic and international distribution network
which made Ginebra San Miguel the countrys leading liquor brand, cornering over 50% of
the market, and the worlds largest-selling gin.
In 1992, LTDI opened Destileria Bago Inc. in Negros, which supplies part of the
companys alcohol requirements, and Sta. Barbara Liquor plant in Pangasinan. They also
ventured into Mineral Water business during that year.
LTDI went public (first SMC subsidiary to do so) in 1995 and was listed in the Philippine
Stock Exchange to get more investors. After that, they entered into water and juice business by
acquiring First Mineral Water, Viva Mineral Water, Metro Bottled Corp. (makers of Wilkins), and
SMC Juices and Sugarland Beverage Corporation (which was later sold to Coca-Cola Bottlers
Philippines Inc.). In 2002, LTDI expanded its market by launching GSM Blue which aimed for
the young entry-point drinkers with its lowered alcohol content/proof vs. other gin products in
the market.

In 2003, LTDI changed name to Ginebra San Miguel Inc. (GSMI) in honour of its
flagship brand and its roots. GSMI continued producing new quality liquor products and
launched GSM Premium Gin & Gran Matador Solera Gran Reserva in 2005, Ginebra San
Miguel Lite, Antonov Vodka, Don Enrique Mixkila, & St. George Whisky in 2006, and Antonov
Apple Vodka & Don Enrique Brandy in 2009. Ginebra re- entered the non-alcohol beverage
business by acquiring San Miguel Beverages Inc. in 2008 further diversifying GSMIs portfolio
into fast-growing categories (water, juices, teas, etc.). By 2010, new beverage products were
launched and Ginebra San Miguel Flavors Lychee and Apple, MIXX Cocktail Mixers, Gran
Matador Primo, Ginebra San Miguel Big J (750ml), and Magnolia Lifedrink came to the market.
Year after that, Gran Matador Light, Antonov Vodka Mixed Drinks, Mandarin Orange and Apple
variants and GSM Blue Light were introduced to serve the growing demand for low alcohol
beverages.
TIMELINE
1834- Distilleria de Ayala opened in Quiapo and introduced gin manufacturing in the country led
by its flagship Ginebra San Miguel.
1883- The distillerys products Ginebra San Miguel, Ginebra Ayala, and Ginebra Nacional won
their first award: a silver medal at the Amsterdam Exposition.
1902- Don Carlos Palanca, Sr. established La Tondea Incorporada and later pioneered the
conversion of molasses into alcohol.
1924- LTI acquired Distilleria de Ayala and its product Ginebra San Miguel to firm up its
position as the countrys leading distillery and market leader.
1928- LTI put up the Tondo Plant, the countrys largest distillery at that time.
1945- Massive modernization began with the introduction of modern bottle-washing, capping
and crowning, and labeling machines.
1955- Entered the Rum market after acquiring exclusive rights to manufacture and distribute
Aejo
Rum from Tabacalera Incorporada along with Rum Caa; Manila Rums strongest competitor
then.
1957- Purchased the rights to the Kulafuname - a popular Pinoy comic jungle hero - and
launched Vino Kulafu. It is considered as the main lixirof peasants in the countrysides of
Visayas and Mindanao.
1964- Established liquor manufacturing plant in Subang Daku, Mandaue in Cebu.
1965- Introduced the first natural rum in the market, Tondea Natural Rum.
1987- San Miguel Corporation acquired LTI to form La Tondea Distillers, Inc. (LTDI)

1992- Opened Destileria Bago Inc. in Negros which supplies part of the companys alcohol
requirements.
Opened Sta. Barbara Liquor plant in Pangasinan.
Ventured into Mineral Water business.
1995- LTDI went public (first SMC subsidiary to do so) and was listed in the Philippine Stock
Exchange.
1996-2000 - Entered into water and juice business by acquiring the following businesses:
> First Mineral Water
> Viva Mineral Water
> Metro Bottled Corp. makers of Wilkins
> SMC Juices and Sugarland Beverage Corporation
The latter was sold to Coca-Cola Bottlers Philippines Inc.
2002- Launched GSM Blue for the young entry-point drinkers with its lowered alcohol
content/proof vs. other gin products in the market.
2003- LTDI changed name to Ginebra San Miguel. (GSMI).
Launched Gran Matador Solera Brandy.
2005- Launched GSM Premium Gin and Gran Matador Solera Gran Reserva.
2006- Introduced Ginebra San Miguel Lite, Antonov Vodka, Don Enrique Mixkila, and
relaunched St. George Whisky.
2007- Thai San Miguel Liquor Co. Ltd. set for operation in Kanchanaburi, Thailand.
2008- Re- entered the non-alcohol beverage business by acquiring San Miguel Beverages Inc.
further diversifying GSMIs portfolio into fast-growing categories (water, juices, teas, etc.)
2009- Introduced Antonov Apple Vodka and Don Enrique Brandy.
2010- Launched new beverage products: Ginebra San Miguel Flavors Lychee and Apple, MIXX
Cocktail Mixers, Gran Matador Primo, Ginebra San Miguel Big J (750ml), and Magnolia
Lifedrink.
2011- Ligao Albay and Cauayan Isabela toll packaging plants commenced operations.
Launched Gran Matador Light to serve the growing demand for low alcohol beverages;
Antonov Vodka Mixed Drinks, an alcopop beverage in Ice, Mandarin Orange and Apple
variants and GSM Blue Light.

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