Deanna Rubiano and Michiko Soriano I Photo by Star Sabroso I Shot on location at Discovery Primea’s 1824 Whisky and Cigar Bar and Edge
Deanna Rubiano and Michiko Soriano
Founders I FOMO Concepts
Recognizing that there is a lack of interesting events happening in Manila, friends Deanna Rubiano and Michiko Soriano formed FOMO Concepts, a boutique agency that’s centered around experience design. “We want to create events that would otherwise be generic, and put in a more interactive feel so that when the consumer goes in, it’s going to be an immersive experience,” shares Deanna. “We also want to support the craft culture that is growing in Manila, and brings people together,” adds Michiko.
Michiko’s first exposure to wine and spirits was through working for Pernod Ricard’s champagne line. The brand encouraged conviviality, which fit her personality, and she credits that experience to her current role in FOMO to carry conversations about and be comfortable drinking. For Deanna, it is not her first attempt at mounting events, as she organized festivals in London and did bespoke events with Catch 88 (a social hub for events and dating) when she first got to Manila a few years ago.
They also noticed that while the interest in bars and spirits was growing, it was mostly industry people who had access to the events around these. “If you want to learn about different spirits or cocktails as a member of the public, you don’t really get to go,” Deanna says. So they want to create events that will drive people into this more exciting side of liquor that’s more inclusive and have a bit more fun, create something more interesting, and elevate that scene.
One of their most successful event series is Bar Fight, which provides a platform for popular bars, bartenders, and their patrons to gather under one roof in an exciting competition. Through the series, they empower bartenders to hone their craft and express their creativity through competition.
The ladies share the same passion for events with an immersive experience and want to encourage people to demand more out of the activities that are presented to them. “Be the pioneer. Be the disruptor. Be the person that’s going to do something crazy to change the mindset of the local market. Let’s get it to another level,” Deanna encourages.
What can you advise aspiring women who would like to pursue a career in the events and drink world?
Michiko: Follow your interests and what you’re passionate about. Create your own brand. You should create the song you want to listen to. In the same way, create the event that you want to go to.
Deanna: Stick to what you know and do your own thing. Don’t worry about what everyone else is doing and try to think outside the box.
What do you like to drink?
Michiko: Jameson and ginger ale then switch to maybe Laphroaig or Balvenie later on.
Deanna: Whisky, preferably Nikka Whisky, with a single ice cube.
Where do you go for decent drinks in the Philippines, or abroad?
Michiko: I like going to Oto, also Solaire because you can pair good food with good drinks and Gilarmi Lounge for their gin buffet.
Deanna: Not to sound biased, but honestly Solaire’s Cigar Bar has really good cocktails for the price. I know it’s far, but if you want that premium side and that price point, it’s really value for money.
I think that we have specific places we go to for a particular category. Even if you’re out with friends, it depends on what kind of night you want. If you want a more chill and quiet, Mandalay is good, or Bank Bar. If you’re in a big group, Poblacion is the place to go, because you can just go bar hopping.
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