Actress Sue Ramirez is Ginebra San Miguel’s latest calendar girl, a stature that Filipinos don’t take lightly and one that throughout the years has become more than marketing. It’s a pop-cultural marker that merges star power and the country’s deeply social drinking culture into a single annual artifact. Ginebra San Miguel’s calendar, in particular, occupies a space few branded ads can claim: it’s pinned on sari-sari stores, garage walls, and basketball courts, forming part of the visual texture of Filipino everyday life. Since 1988, the women featured in its pages have reflected both prevailing beauty standards and Filipinos’ reverence for its liquor.
The actress has spent years moving seamlessly between television melodrama, streaming thrillers, and film, cultivating a presence that adapts without being diminished.
Ramirez had long sensed this milestone was meant for her. Her confidence fits neatly into the role because the calendar hasn’t stayed frozen in the era of glossy posters and corner-store pinups. Evolving every year, the woman on the cover now reflects the sensibilities of the community that sustains the brand, from the drinkers who have made Ginebra a household staple to the fans who fill the stands during every Barangay Ginebra game.
That clarity made the official call even more emotional. Ramirez calls the moment “a blessing,” one she had hoped for over the years. When she learned that the concept cast her as a siren, the symbolism clicked immediately: it represented strength, confidence, and a self-possession she has steadily built across her 15-year career.
Carrying the Ginebra Legacy
Ramirez is no stranger to the brand. She has served as an ambassador for GSM Blue since 2018, but with this new role, she says she carries a bigger responsibility.
With past calendar girls including Anne Curtis, Marian Rivera, and Pia Wurtzbach, the line-up forms its own timeline of Philippine media history, a who’s-who of women who defined eras. Ramirez steps into this legacy with six “Siren” layouts that draw from the brand’s portfolio: Vino Kulafu, Freedom Island Light Rum, GSM Blue Mojito, and others. They reveal her through multiple lenses, showing her as playful, athletic, and commanding.
The Significance of a New Role
In an era where visibility is currency, the spot also holds tremendous cultural clout. It is about being accepted into a vast community that includes everyone from the most devoted PBA fans to the neighborhood titos who frequent sari-sari stores. The calendar becomes a fixture of public life.
Ramirez steps into that lineage not as an ornament but as a figure who understands the power of representation. Her performances this year, from the suspense-thriller What Lies Beneath to her polarizing role in The Broken Marriage Vow, showed an actress unafraid of intensity, contradiction, or scrutiny. The calendar girl title channels that same resolve.
The 2026 Ginebra San Miguel calendar featuring Sue Ramirez will be released across partner stores nationwide. Fans and customers of Ginebra San Miguel can catch the Calendar layouts and videos of Sue in Ginumanfest and Fiesta activations.
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