295. Pre-War ROYAL SOFT DRINKS Print Ads, San Miguel Brewery, 1925-1930s

San Miguel Brewery, which was founded back in 1889 by businessman Enrique María Barretto de Ycaza y Esteban, was primarily known for its lager beer, San Miguel Beer, and subsequent beer types like Cerveza Negra and Doble Bock.  Earning much success from beer production, San Miguel Brewery diversified its business by venturing into non-alcoholic drinks. 

The result was a line of carbonated flavored beverages known as ROYAL SOFT DRINKS, first produced in 1922 by its Royal Soft Drinks Plant at Gen. Solano, Manila. The ROYAL brand was carried by at least 20 flavor variants—from Strawberry, Lemon, Grape, Lime, Ginger Ale,Cream Soda, Root Beer, Singapore Sling, Mandarin, Soda Water, to Orangeade, Orange Squeeze, and its all-time favorite Tru-Orange. Initially, the first ROYAL beverages were packaged in stoneware bottles that were more appropriate for beer.

ROYAL SOFT DRINKS were first advertised in the leading Philippine dailies and magazines in the mid 1920s, with copy in both Spanish and English.  Consumer taste preference led to the dropping of some flavors from the line. It was clear though, that the very popular ROYAL TRU-ORANGE, led all other flavors and so was advertised separately beginning in the 1930s.

The war interrupted the production of ROYAL SOFT DRINKS, as the Japanese ook over the San Miguel Plant. The company regrouped pots-war and ROYAL TRU-ORANGE returned to the market in the 1950s, in the familiar clear bottle with a blue panel, carrying the brand name in the familiar “Royal” font that the product has used since its introduction. It was the leading orange flavored drink in the market of the 50s decade.