As the new year begins, Ginebra San Miguel, the world’s largest-selling gin, raises the bar once again in Filipino brand storytelling with its latest campaign, “Tatak ng Tapang, Tatak Ginebra.” Launched digitally on December 31, the campaign ushers in 2026 by shining the spotlight not on fictional heroes, but on real people whose courage is etched into their lives, and their scars.
This marks a meaningful evolution in Ginebra’s long-standing celebration of Filipino bravery. This time, the stories are deeply personal, grounded in authenticity, and instantly relatable.
From Conceptual Bayani to Real-Life Heroes
For years, Ginebra San Miguel has been synonymous with the Filipino “never-say-die” spirit. Its past campaigns honored the idea of the kabayani, ordinary workers like teachers, nurses, jeepney drivers, and everyday Filipinos whose quiet heroism reflected modern bayanihan.
Now, the brand takes a bolder step forward.
“This is different from the past. We are honoring actual people, ordinary individuals whose stories our consumers can truly relate to,” shared Allan Mercado, Sales and Marketing Manager of Ginebra San Miguel.
Instead of symbolic courage, “Tatak ng Tapang” now celebrates real-life battles, real sacrifices, and real victories, proof that courage isn’t imagined, it’s lived.
Scars as Badges of Honor
At the heart of the campaign are four inspiring Filipinos whose scars tell powerful stories of grit, discipline, and perseverance:
Miguel Mapalad – Mountaineer, Mt. Everest Conqueror
Miguel’s tatak ng tapang was forged through years of grueling training, extreme cold, and physical exhaustion. His dream was clear: to stand atop Mount Everest. Every step, every pull, and every moment of pain left its mark, until he finally reached the world’s highest peak.
Auggie Fontanilla – Visual Artist
Once part of the publishing industry, Auggie took a leap of faith to pursue street art. By day, he worked to survive; by night, he painted Manila’s walls. His journey was far from easy, but today, he stands as a lead artist at The Clothing and the Pilipinas Street Plan Collective, proof that courage can be painted into existence.
Sonny Estil – PBA Player, Barangay Ginebra Gin Kings
Before becoming a first-round PBA draft pick, Sonny played basketball wearing borrowed, ill-fitting shoes while working as a farmer and carpenter. He endured pain, hardship, and uncertainty, until persistence paid off. Today, every step he takes on the PBA court carries his tatak ng tapang.
Chezka Centeno – WPA Women’s World 10-Ball Champion
Chezka learned billiards in modest halls in Zamboanga, often as the only woman playing against men. Loss after loss never broke her spirit. Through relentless practice, she rose to the global stage and became the 2025 WPA Women’s World 10-Ball Champion, using her success to uplift her family and inspire others.
“Lahat Tayo May Tatak ng Tapang”
The campaign’s message is simple yet powerful: everyone carries their own battles. Whether visible or unseen, every Filipino has faced challenges that demanded courage.
“This is the kind of courage that never retreats and never gives up,” said Marketing Manager Ron Molina. “Yan ang Tatak ng Tapang. Yan ang Tatak Ginebra.”
Through Miguel, Auggie, Sonny, and Chezka, Ginebra reminds us that heroism doesn’t require fame or privilege, only the strength to keep going.
A Truly Filipino Brand Story
“Tatak ng Tapang, Tatak Ginebra” reinforces Ginebra San Miguel’s identity as a brand deeply rooted in Filipino values, honoring resilience, perseverance, and the courage found in everyday life.
“They 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.
With real faces, real scars, and real stories, the campaign stands as a tribute to modern Filipino heroes, and a reminder that courage lives in all of us.