UY MASUY Wine Factory, the century-old Cebu-based maker of the iconic Fighter Wine, is laying the groundwork for its eventual transition to the fourth generation of family leadership while moving to professionalize operations to sustain growth in an increasingly competitive market.
President Olivia Uy-Dizon said the goal is to pass the enterprise to the next generation while bridging the gap with more modern business practices.
“We hope to leave a legacy defined by consistency, integrity and quality — that we were able to maintain, and even improve, the product over time without losing its essence,” said Uy-Dizon. “More than business success, we want to be remembered as a company that stayed true to its roots while continuing to serve the community with pride.”
Founded in 1912 by Amoy (Xiamen) immigrant Uy Ma Suy, the business began with a medicinal tonic called Vino Uy Masuy. His son, Victor, later developed Fighter Wine, a herbal drink with lower alcohol content and a higher concentration of Chinese herbs, which became the company’s flagship product.
Fighter Wine gained popularity across Visayas and Mindanao, becoming a staple for farmers, fishermen and laborers after long workdays. The brand now evokes nostalgia for many consumers, said vice president Jojo Uy, recalling family traditions and values of hard work and resilience.
While legacy products like Fighter Wine, Fighter Fifty, Red Lion Sioktong, Mustang and Red Falcon Mallorca remain core to the brand, Uy Masuy has expanded to appeal to younger and more diverse markets with Cebu Mango Rum, Drunk Barista and Zing Ginger Liqueur, all crafted with Philippine ingredients and a nod to local heritage.
Vice president Louie Uy said the company continues to produce in-house with strict quality control and has retained long-serving employees, some from multi-generational families.
“Every step is monitored carefully to ensure consistency. We also continue to invest in improvements, always seeking better ingredients and more efficient methods, without compromising the original character of the product,” he said.
As it approaches its next chapter, the company is working to professionalize processes, strengthen quality control and explore wider markets while keeping its core rooted in Filipino craftsmanship and Visayan grit. / KOC