NGO eyes info drive on gin brand issue

A large Northern Luzon-consumer group recently said that it is set to launch an aggressive information campaign to protect the interest of its members if it determines that "there is widespread confusion in the gin market caused by branding techniques and marketing ploys."

The Isabela-based Timpuyog Mannalon Amianan warned that "it is closely watching developments in the court battle revolving around the "Ginebra" brand name "because a large important market segment is directly affected by this issue."

It earlier dared Tanduay Distillers, Inc. (TDI) and Ginebra San Miguel, Inc. (GSMI) "to bare their respective market studies so consumers can make their own conclusions on the issue of whether or not the entry of new gin product Ginebra Kapitan is causing confusion among gin consumers."

The group made the statement in the wake of the P100-million suit filed by GSMI against TDI for alleged trademark infringement and unfair competition. GSMI is alleging that the use of "Ginebra" in the TDI product and the similarity in product design has led consumers to believe the new products is a variant of the original Ginebra San Miguel or is a product of GSMI itself.

TDI, however, is contesting GSMI’s claim of exclusive rights over the word "Ginebra."

The group said it is "indifferent on the issue of brand name ownership," but wants to ensure that the direct market "is not deliberately being exploited or misled by unscrupulous branding and marketing tactics."

Consumer activist Melany Victoria, the alliance’s spokesperson, said Northern Luzon is the Philippines’ largest gin market and Ilocano farmers the biggest gin market sub-sector. This sector, she said, deserves to be treated with transparency and fairness by the country’s biggest gin makers.

Victoria also said the group will oppose any move to delay the case "since we have a direct stake in the findings of the court concerning the issue of market confusion."

If indeed there is market confusion due to the branding of the gin products, then we will have to wage an aggressive information campaign to battle this confusion, she said.