Calendar girls in the Philippines

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Calendar girls in the Philippines are known as women featured in promotional calendars mainly produced by liquor brands like Ginebra and Tanduay. These calendars typically showcase prominent female celebrities including actresses, beauty queens, and models. They serve as effective marketing tools through the use of glamorous, bold and often sexy images of women to attract consumer attention while promoting their brands. [1]

Contents

History

The tradition of using calendars as marketing tools began in the late 1960s with local whiskey brand White Castle, owned by Destileria Limtuaco, starting to tap female stars to pose in a red bikini while posting beside or riding a white horse. [2] This practice gained traction in the late 1980s when Ginebra San Miguel, Asia Brewery and Tanduay launched their own annual calendars which also featured women. Cigarette company Fortune Tobacco also followed suit and started producing calendars to enhance their marketing efforts, though this stopped in the 2000s. The women featured are typically celebrated figures who pose in revealing outfits that highlight their physical beauty. The eye-catching imagery is designed to resonate with consumers, promoting the products while creating aspirational brand images.

These calendars are widely displayed in barbershops, sari-sari stores, and other venues frequented by liquor consumers, making them an integral part of local culture. [3]

Brands

Mainly from the liquor industry, these brands feature female celebrities in their annual calendars as promotional tool.

BrandProductCompanyYear EstablishedInaugural calendar girl
GinebraGin Ginebra San Miguel, Inc. 1988Monina Tan [4]
TanduayRum Tanduay Distillers, Inc. 1989 Alma Moreno [5]
White CastleWhiskey Destileria Limtuaco & Co., Inc. 1969Sylvia Lichauco-de Leon [2]
Asia BreweryVarious Asia Brewery, Inc. 1984 Jaclyn Jose [6]

Calendar girls

Ginebra

The tradition started in 1988, which was inspired by the US TV series Charlie's Angels coined the Ginebra San Miguel Super Angels which later became the Ginebra San Miguel calendar girl. [7] [8]

Marian Rivera, the only two-time Ginebra calendar girl Marian Rivera and Dingdong Dantes LA Press Conference, December 2008.jpg
Marian Rivera, the only two-time Ginebra calendar girl
2025 Ginebra calendar girl Julie Anne San Jose Julie Anne San Jose at Culture and the Arts 2020.jpg
2025 Ginebra calendar girl Julie Anne San Jose
YearPersonalityProfessionSource
1988Monina TanModel [4]
1991Vanessa EscanoActress
1992Monica HerreraActress
1993Mia PrattsActress
1994 Anjanette Abayari Actress, beauty queen [8]
1995Alma ConcepcionActress [8]
1996 Amanda Page Actress
1997 Rufa Mae Quinto Actress, comedian
1998Michelle AldanaActress, beauty queen [8]
1999Janna VictoriaActress [8]
2000 Patricia Javier Actress [8]
2001 Geneva Cruz Singer, actress [8]
2002 Rica Peralejo Actress
2003 Aubrey Miles Actress [8]
2004Belinda BrightActress
Maricar de Mesa
2005 Maureen Larrazabal Actress [8]
2006Bruna Abdalah ChristofoliBrazilian actress
Dana GajtandzievovaBrazilian model
2007 Angelica Panganiban Actress [9]
2008 Iwa Moto Actress
2009 Marian Rivera Actress [7]
2010 Krista Ranillo Actress
2011 Anne Curtis Actress [9]
2012 Solenn Heussaff Model, actress, singer [10]
2013 Georgina Wilson Model, host, VJ [9]
2014 Marian Rivera Actress [7]
2015 Ellen Adarna Actress [10]
2016 Arci Munoz Actress [7]
2017 Kim Domingo Actress [10]
2018 Myrtle Sarrosa Cosplayer, actress, singer [11]
2019 Pia Wurtzbach Actress, beauty queen [7]
2020 Sanya Lopez Actress [8]
2021Christelle AbelloBeauty queen, model [7]
2022Chie FilomenoActress [10]
2023 Yassi Pressman Actress [4]
2024 Heaven Peralejo Actress [12]
2025 Julie Anne San Jose Actress, singer [13]

Tanduay

2022 Tanduay calendar girl Bea Alonzo Bea Alonzo by Ronn Tan, April 2010.png
2022 Tanduay calendar girl Bea Alonzo
2025 Tanduay calendar girl Kim Chiu Kim Chiu on stage (cropped).jpg
2025 Tanduay calendar girl Kim Chiu
YearPersonalityProfessionSource
1989 Alma Moreno Actress [5]
1991 Gretchen Barretto Actress
1992Monica HerreraActress
1993 Nanette Medved Actress
1994Jenny RoaActress
1995 Gretchen Barretto Actress
1996Dindi GallardoActress
1997 Izza Ignacio Actress
1998 Anjanette Abayari Actress, beauty queen
1999 Sunshine Cruz Actress
2000 Ara Mina Actress
2001 Jessa Zaragoza Singer, actress
2002 Isabel Granada Actress
2003 Assunta de Rossi Actress
2004 Katya Santos Actress
2005Jennifer LeeActress, beauty queen
Katrina GonzalesActress
2006Renee SummerActress
2007 Katrina Halili Actress [10]
2008Ehra MadrigalActress [10]
2009 Bangs Garcia Actress [10]
2010 Nina Jose Actress [14]
2011 Iya Villania TV presenter, actress, VJ [10]
2012 Carla Abellana Actress [5]
2013 KC Concepcion Actress, singer [10]
2014 Heart Evangelista Actress [10]
2015 Jennylyn Mercado Actress [10]
2016 Jessy Mendiola Actress [10]
2017 Ellen Adarna Actress, model [15]
2018 Erich Gonzales Actress [10]
2019 Bela Padilla Actress [10]
2020 Barbie Imperial Actress [16]
2021 Ivana Alawi Actress, model [17]
2022 Bea Alonzo Actress [10]
2023 Kylie Verzosa Actress, beauty queen [10]
2024 Julia Barretto Actress [18]
2025 Kim Chiu Actress [19]

Asia Brewery

2024 Paraiso Beer calendar girl Nadine Lustre 20240315 Nadine Lustre at BVLGARI 05.jpg
2024 Paraiso Beer calendar girl Nadine Lustre
YearPersonalityProfessionSource
1985 Jaclyn Jose Actress
1993 Ruffa Gutierrez Actress, host, beauty queen
1996 Rosanna Roces Actress
1997Priscilla AlmedaActress
1999 Joanne Quintas Actress, beauty queen
2000 Joyce Jimenez Actress
2001Janna VictoriaActress
2009Precious AdonaActress
Riza Santos Beauty queen, model
2010Paloma EsmeriaActress, model
2011 Cristine Reyes Actress
2012 Ellen Adarna Actress, model
2013 Bela Padilla Actress
2014 Yam Concepcion Actress [20]
2015 Roxanne Barcelo Actress [21]
Chloe DaudenBeauty queen, actress
2016Chloe DaudenBeauty queen, actress
2017 Andrea Torres Actress [10]
Max Collins Actress [a] [10]
2018 Andrea Torres Actress [22]
2024 Nadine Lustre Actress [b] [23]
  1. For Cobra Energy Drink
  2. For Paraiso Beer

White Castle Whiskey

1982 White Castle girl Lorna Tolentino Lorna Tolentino Korina Interviews.jpg
1982 White Castle girl Lorna Tolentino
YearPersonalityProfessionSource
1969Sylvia Lichauco-de LeonBallet dancer [2]
1974 Evangeline Pascual Beauty queen, actress [24]
1975Agnes RustriaBeauty queen
1976Carmen RondaActress
1978Peachie VeneracionBeauty queen
1979Jenny AlbaModel
1980 Tetchie Agbayani Actress
1982 Lorna Tolentino Actress [25]
1983Susan BautistaActress
1984 Carmi Martin Actress [25]
1985
1986Lyka UgarteActress
1987
1990Ava QuibranzaBeauty queen
1992Ma. Cristina GonzalesActress
1993
1995Cathy MorinModel
1996 Glydel Mercado Actress
1997
1998
1999Angela VelezActress
2000
2001Cathy MoraActress
2005Maricar FernandezActress
2006
2007 Roxanne Guinoo Actress [25]
2008Gemma GatdulaBeauty queen
2009 RR Enriquez Model, dancer [25]
2010
2011
2012 Stef Prescott Actress
2014 Aubrey Miles Actress [25]
2015 Meg Imperial Actress [25]
2016
2021 Ninong Ry Internet personality [a] [25]
2022 Sassa Gurl Internet personality [b] [26]
2023 Ria Atayde Actress [26]
2024Pench AndanarModel [27]
  1. First male calendar model
  2. First LGBTQ+ calendar model

Notable calendar girls for other brands

YearPersonalityProfessionBrandSource
1996Alma ConcepcionActressFortune Tobacco
1997 Ana Capri Actress
1998Shirley FuentesActress
1999Via VelosoActress
2000 Glydel Mercado Actress
2003 Diana Zubiri Actress
2016 Coleen Garcia ActressPetron [28]
2017 Janine Gutierrez Actress [29]

Evolution

In recent years, the concept of calendar girls has evolved to reflect changing societal attitudes towards beauty and femininity, encouraging women to embrace their sexuality and self-expression. Notably, White Castle has begun featuring men, members of the LGBTQ+ community, and plus-sized women in their calendars which highlights a broader representation of beauty. Once starting the calendar girl tradition, it became a pioneer in breaking stereotypes and embracing inclusivity when it named content creators Ryan Morales Reyes and Felix Petate, known as Ninong Ry and Sassa Gurl as their calendar models in 2021 and 2022, respectively. For their 2023 calendar, actress Ria Atayde was introduced as a White Castle girl who has a plus-sized physique. This choice breaks the mold of the traditional calendar girl, which often adheres to narrow standards of beauty. It challenges societal perceptions of what is considered "pretty," "hot," or "sexy" by promoting a more inclusive representation. [26]

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References

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