We’ve all heard the legends of the “Never-Say-Die” spirit. For decades, it was a slogan cheered from the PBA bleachers or toasted to during weekend gatherings. But this year, Ginebra San Miguel is taking that spirit out of the realm of fiction and placing it exactly where it belongs: on the skin and in the souls of real Filipinos.
The newest campaign, “Tatak ng Tapang, Tatak Ginebra,” is a raw, unapologetic tribute to the battle scars—visible and invisible—that are earned while chasing “impossible” dreams.
From Conceptual Heroes to Real-Life Grit
For years, the brand focused on the kabayani—the essential workers and quiet heroes of the pandemic. But as Sales and Marketing Manager Allan Mercado explains, the campaign launched this 2026 marks a meaningful shift toward authenticity.
“This is different from the past. We are honoring actual people—ordinary individuals whose stories our consumers can truly relate to,” says Mercado. These aren’t polished celebrities; they are individuals with a “Tatak”—marks of discipline, grit, and the kind of tapang that doesn’t retreat.
Meet the Faces of Real Courage
The campaign features four powerhouses who prove that a scar isn’t a flaw—it’s a trophy.
The Mountain Conqueror: Miguel Mapalad Most people dream of the view from the top; Miguel lived the frostbite and exhaustion required to get there. To summit Mt. Everest, he pushed through years of physical pain. His “tatak” is the weathered resolve of a man who stood on top of the world. He even famously brought Ginebra to the base camp to keep warm and share the Pinoy spirit with international climbers.
The Street Visionary: Auggie Fontanilla Auggie left a stable publishing job to follow the passionate call of his art. He spent years hustling by day and painting Manila’s walls by night. Today, he is a lead artist at The Clothing and the Pilipinas Street Plan Collective, proving that the “tatak” of an artist is found in the persistence required to turn a hobby into a legacy.
The Hardwood Hopeful: Sonny Estil Before he was a PBA first-round draft pick for the Barangay Ginebra Gin Kings, Sonny was a farmer and carpenter playing in local leagues using borrowed shoes that were too tight. He played through the blisters and the literal ache of poverty until he made the game-winning shot at the Draft Combine.
The World Champion: Chezka Centeno In the male-dominated pool halls of Zamboanga, a young Chezka was often the only girl at the table. She lost many times before she started winning, but she never walked away. Now the WPA World 10-Ball Champion, her “tatak” is the unwavering focus that lifted her family out of hardship.
‘Lahat Tayo May Tatak ng Tapang’
At its core, the campaign is a reminder that everyone is fighting a battle. Whether you’re an entrepreneur, a student, or a worker, the obstacles you face are what build your character.
“This is the kind of courage that never retreats and never gives up, no matter the challenge,” says Marketing Manager Ron Molina. “It is the courage that pushes us to persevere until we achieve our goals. ‘Yan ang Tatak ng Tapang. ‘Yan ang Tatak Ginebra.”
Through these real faces and real stories, Ginebra San Miguel continues its legacy of honoring the Filipino spirit—one scar, and one victory, at a time.
A Truly Filipino Brand
“We celebrate courage in its most authentic form—Miguel, Auggie, Sonny, and Chezka are not celebrities or from well-off families, but they have shown what Tatak ng Tapang is all about—that when they face life’s challenges head-on, persevere against all odds, and inspire others through their strength, grit, and never-say-die spirit, they become real-life heroes,” says Group Product Manager Paolo Jose Tupaz.
Through “Tatak ng Tapang, Tatak Ginebra,” the brand continues its legacy of honoring courage—this time, through real faces, real scars, and real stories. GSMI is the producer of the world’s largest-selling gin, Ginebra San Miguel. Its other quality distilled spirits include GSM Blue Light Gin, GSM Blue Mojito, GSM Blue Margarita, GSMBlue Gin Pomelo, GSM Blue Lychee Martini, Ginebra San Miguel Premium Gin, 1834 Premium Distilled Gin, Archangel Reserve Premium Dry Gin, Antonov Vodka, Freedom Island Light Rum, Primera Light Brandy, and the Philippines’ no. 1 Chinese wine, Vino Kulafu.
