A 'tipsy' taste of 'ContemporAntiquitarian' heritage:
A visit to Destileria Limutaco Museum in Intramuros, Manila
To most people, this place is likely to consider it as a liquor hideaway, a place to respite after a day's work, if not a den for those who ought to escape the pressure.
But for yours truly, this place is another example of industrial heritage. Situated in Manila's historical district of Intramuros, the Destileria Limutaco museum is a place dedicated to the production of well-known wines past and present, if not showing to the people how Destileria Limutaco became known for.
If one isn't familiar with that well-known Distillery, perhaps it would be easier to remember with some of their products. The herb-indused liquor known as Sioktong, the famous Napoleon VSOP, and of course, White Castle Whiskey. From these, one would say that the first distillery in the Philippines hath become part of the country's culture.
By highlighting its history and its production methods, this person would say that very few known industrialists hath afforded to show their roots to the people- for as most tend to look forward without considering their pasts, there are those who chose to remain rooted, valuing their heritage, and therefore showing to the people what made them known-starting from how they produced Sioktong and Anisados, to those of Fruit wines and other concoctions making Destileria Limutaco remarkable.
But why is it situated in Intramuros instead of its known factory building at EDSA? For aside from providing an old-school hispanic feel given its centuries-old heritage, the museum is at first a family "project" of sorts. Actually, the structure where the museum was located was brought few years ago; and prior to its open to the public, it was meant to be a private museum limited to family and known guests. Interestingly, according to the museum's curator, the structure, which was built 1982 according to the Intramuros Administration, was used to be a pub wherein students from Lyceum of the Philippines, Mapua University, Colegio de San Juan de Letran, and Pamantasan ng Lungsod ng Maynila converged for afternoon to nighttime gimmicks.
Once inside though, one would feel like going in a cellar of sorts- a secret distillery hidden within the old "Walled City". From there one would see how sugarcane was crushed crudely by a carabao-driven press for its juice, followed by the sight of a large oak barrel, the distillation processes, of old bottles full of essences, displayed herbs and spices, jars of molasses and corn, and other contraptions that are being used then and now in the distillery.
Yet the museum doesn't limited itself to a mere showcase of liquormaking. It also features its merchandise displayed in the cellar, as well as those of the company mementoes. The cellar features which were then-popular like "Three Feathers" and "Amigo", of licenced ones like "Brittania" and "Queen Elizabeth", and lastly, well-known products like Napoleon VSOP and White Castle Whiskey.
Speaking of the latter, that whiskey was a product of a dream-yes, an actual dream where the late Julius Limpe from his sleep sought a woman in a red bikini riding a white horse in the seashore and its background was a white castle.
Speaking of the latter, that whiskey was a product of a dream-yes, an actual dream where the late Julius Limpe from his sleep sought a woman in a red bikini riding a white horse in the seashore and its background was a white castle.
And because of that dream, which was initially first appeared as a sketch (since James Limpe was also a Fine Arts major), that idea paved way to one of Destileria Limutaco's known brands, followed by the calendars that feature the iconic "White Castle girls" through the years as well as classic TV ads of the product itself (alongside Napoleon VSOP and for a time being, Old Captain Rhum); from these, the museum offers a glimpse of how advertising in the country evolved over the years.
And lastly, before this person left the premises, this writer took a shot few of its liquors: Manille, Paradise, and of course, Sioktong.
The former two, which showcases the distillery's desire to promote Filipino-made fruit wines according to its present owner Olivia Limpe-Aw, tastes quite fruity enough to lessen the bitterness, suitable for cocktail mixing so to speak; while the latter, which was the distillery's banner product from its earlier years as a small-time distillery, actually tastes like a watered-down Jagermeister.
No offence but it's spicy scent and its herbish-taste made the wine itself almost similar to it's European counterpart, after all, it is basically- a tonic full of herbs and spices, which was highly recommended for good health with the promise of Vigor and Vitality. And thus, no wonder why its old commercial promoted it as such, yet, it end rather drank by the old and those from the provinces.
But as for a ContemporAntiquitarian, and seeing all those mementos displayed and how liquor was produced, this person is ought to say that the idea to have that museum is an example of how industrialists value its heritage especially in a time where "moving on" hath been its rallying call. Right was Jose Rizal, in his note "Science, Virtue, and Labour", as he saith:
"The duty of modern man to my way of thinking is to work for the redemption of humanity, because once man is dignified there would be less unfortunate and more happy men that is possible in this life."
And with this quote, as well as from its humble beginnings, that distillery expanded: having its distribution/marketing company, a factory producing mineral water, and even a publication house which produces magazines catered to the business sector. With thiese, one would say that their life's work was and is, more than just making liquor, but on how to contribute in nation building.
Anyway, the entrance to the museum itself costs Php 100.00, Much better if to pay Php 200.00 if to include a sampling of known drinks including those of Sioktong. There are also mechandise like Tshirts featuring The admission may appear to be pricey but the experience is worth it- especially after seeing its rich heritage if not those of its drinks. From these, one would think that experiencing Intramuros isn't limited to churches and Adobe-built structures, and even few Starbucks branches- for there's another place to visit, but this time not just the usual.
And btw here's a last message:
