Purpose In A Bottle

The role of beer is deeply embedded within a culture that “it acts like a window into who we are as individuals and as members of larger social groups, and in so many ways shapes the cultural norms and hierarchies that pattern the society around us.” (Wilson & Stone, 2022).

In the Philippines, beer is among the most celebrated alcoholic beverages, with 2.1 billion liters consumed annually*. New trends have been introduced in recent years, such as concoctions with experimental flavor profiles to accommodate the ever-changing consumer lifestyles. Still, the role of beer as the cultural glue that drives social discourse remains the same.

Ahead of the curve was San Miguel, recognizing early on the importance of beer in the social space. SMB launched in 1999 as the country’s first lowcalorie beer for consumers who loved to drink but disliked the bloated feeling after a night out. San Mig Light (SML) was a breakthrough in the local scene, its tagline, “Sa mahaba-habang usapan, San Mig Light,” resonated deeply with the emerging drinker profile of that era.

San Mig Light would become the most visible brand in bars and gastropubs over the years, emerging as the drink of choice among young, upwardly mobile drinkers. The brand became associated with what was “present and happening,” Eventually, SML would pivot into spaces where it could align with social causes. In 2017, the brand tapped into a growing inclusivity awareness among Filipinos through a campaign featuring women in male-dominated fields such as aviation, firefighting, and biochemistry. Taking the creative direction a notch higher, the brand executed podcasts and mounted round-table discussions nationwide with key opinion leaders to kickstart conversations on inclusivity and empowerment.

San Mig Light conversations have progressed beyond promoting a product and into the realm of purpose. It seeks to influence important discussions that challenge the status quo and bring up issues that people might be hesitant to talk about. This way, the brand aims to contribute to shaping a better culture.

The impact of its 2017 campaign would garner San Mig Light a win at the Asia Pacific Tambuli Awards—a recognition given to brands able to seamlessly integrate creativity and results with positive change.

The brand’s messaging has evolved over the years, from simply promoting the beer’s 100-calorie content, to conversations all day long, to driving conversations relevant to today’s society. In so doing, the brand has been able to communicate its values not just for San Mig Light but for the entire San Miguel brand.

SML has successfully shifted its value by immersing itself into our cultural fabric, becoming an emblem of the socially conscious Filipino.
*Source: United States Department of Agriculture

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