This company profile of Ginebra San Miguel reveals the unethical practices of one of the largest alcohol producers in the Philippines. It provides examples of harmful methods across the categories of political interference, promotion, sabotage, manipulation, and deception – the Dubious Five strategies.
INTRODUCTION
Ginebra San Miguel Inc. (GSMI) is a subsidiary of San Miguel Corporation (SMC), the largest conglomerate in the Philippines. Established in 1834, it has grown into a dominant liquor producer with an extensive distribution network and multiple production facilities across the country. The company operates five bottling plants and a subsidiary distillery that produces beverage-grade alcohol, supporting its large-scale operations. Since becoming part of SMC in 1987, GSMI has expanded its reach, reinforcing its position in the industry.
FACTS ABOUT GINEBRA SAN MIGUEL
- Net revenue (2022): ₱47.3 billion
- Gross profit: not available
- Profit after tax (2023): ₱7 billion
- Marketing spending: not available
- Lobbying costs: not available
- Number of employees (2023): 1,258
- Market share: not available
- Parent company: San Miguel Corporation
Brands
- Ginebra San Miguel
- GSM Blue
- Primera Light Brandy
- Vino Kulafu
- Añejo Gold Rum
- G&T Ultralight
- 1834 Premium Distilled Gin
- GSM Premium Gin
- Antonov Vodka
MANAGEMENT TEAM AND BOARD OF DIRECTORS
- Ramon S. Ang, President
- John Paul L. Ang, Board Member
- Gabriel S. Claudio, Board Member
- Aurora T. Calderon, Board Member
- Francis H. Jardeleza, Board Member
- Leo S. Alvez, Board Member
- Cecile L. Ang, Board Member
- Martin S. Villarama, Jr., Independent Director
- Aurora S. Lagman, Independent Director