๐๐จ๐จ๐ญ๐๐ ๐ข๐ง ๐ญ๐ก๐ ๐๐ข๐ฌ๐๐ฒ๐๐ฌ: ๐๐ก๐ ๐๐ง๐๐ฎ๐ซ๐ข๐ง๐ ๐๐๐ ๐๐๐ฒ ๐จ๐ ๐๐ฒ ๐๐๐ฌ๐ฎ๐ฒ ๐๐ง๐ ๐ ๐ข๐ ๐ก๐ญ๐๐ซ ๐๐ข๐ง๐
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| Uy masuy’s diverse product portfolio, from classics like "Fighter Wine" and "Red Lion Sioktong" to their premium line such as "Cebu Mango Rum." Products that show its long legacy and ability to adapt to changing tastes while remaining a prominent, family-owned business in Cebu. |
๐๐จ๐จ๐ญ๐๐ ๐ข๐ง ๐ญ๐ก๐ ๐๐ข๐ฌ๐๐ฒ๐๐ฌ: ๐๐ก๐ ๐๐ง๐๐ฎ๐ซ๐ข๐ง๐ ๐๐๐ ๐๐๐ฒ ๐จ๐ ๐๐ฒ ๐๐๐ฌ๐ฎ๐ฒ ๐๐ง๐ ๐ ๐ข๐ ๐ก๐ญ๐๐ซ ๐๐ข๐ง๐
In Cebu’s Plaridel district, once a bustling enclave for Chinese immigrants, a young stowaway from Amoy (Xiamen) named Uy Ma Suy began offering a medicinal drink that would eventually evolve into one of the country’s most enduring tonics: Fighter Wine.
Uy Ma Suy also known as Jose Flores was an herb physician, who created a blend of traditional Chinese herbs and alcohol later known as Vino Uy Masuy, which earned a loyal following within the tight-knit neighborhood. By 1912, it was considered a trusted cure-all for easing everything from “kabuhi” and menstrual cramps to diarrhea and fatigue.
After Uy Ma Suy’s passing, his son Victor took the initiative to help his mother and sisters continue the business and formally incorporated Uy Masuy Wine Factory Inc., marking the next chapter in the family enterprise.
๐๐๐ซ๐ฏ๐ข๐ง๐ ๐ ๐๐๐ฐ ๐๐๐ญ๐ก: ๐๐ก๐ ๐๐ข๐ฌ๐ ๐จ๐ ๐
๐ข๐ ๐ก๐ญ๐๐ซ ๐๐ข๐ง๐
Building on the Vino Uy Masuy original formula, Victor developed Fighter Wine to introduce variety into the product line and establish his own identity within the business. This new formulation featured a higher concentration of Chinese herbs and a lower alcohol content, making it easier to consume and setting it apart from other medicinal tonics of the period.
"Fighter Wine represents the hardworking, resilient spirit of the Visayan people — a fighter culture defined by perseverance, humility, and quiet strength," shared Nonie Uy, wife of Victor and Chairman of Uy Masuy Wine Factory, Inc. "It stands as a symbol of everyday determination, deeply rooted in local identity.”
Fighter Wine quickly rose to prominence as Uy Masuy’s flagship product and was embraced across Visayas and Mindanao. It was a familiar presence for farmers, fishermen, and laborers at the end of long workdays and during community occasions from harvests to happy celebrations and even during wakes.
According to Victor’s son, Jojo Uy, Fighter Wine evokes a sense of nostalgia. “For many consumers, Fighter Wine is tied to memories of their grandparents and the values they embodied — hard work, resilience, and practicality. It serves as a reminder of family traditions and the everyday strength of those who came before them.”
However, while Fighter Wine remains central to the brand, Uy Masuy has also expanded its product line to serve new tastes and generations. Legacy offerings such as Fighter Fifty, Red Lion Sioktong, Mustang, and Red Falcon Mallorca continue the company’s tradition of affordable, functional spirits.
At the same time, new products such as Drunk Barista, Zing Ginger Liqueur, and Cebu Mango Rum reflect the company’s growing focus on Filipino ingredients and craftsmanship.
๐๐ฎ๐ข๐ฅ๐ญ ๐ญ๐จ ๐๐๐ฌ๐ญ: ๐๐ก๐ ๐๐ซ๐๐๐ญ ๐๐๐ก๐ข๐ง๐ ๐๐ฏ๐๐ซ๐ฒ ๐๐จ๐ญ๐ญ๐ฅ๐
Being founded and rooted in the Visayas has shaped Uy Masuy into a company grounded in hard work, adaptability, and community. The values of practicality, perseverance, and humility continue to influence how the business operates today.
Despite the passing of decades, Uy Masuy remains a family-run operation, with the third generation of the Uy family at the helm. Production is still done in-house, and the original formulation remains intact.
Uy Masuy Vice President Louie Uy assured that they maintain strict quality control throughout the production process, from sourcing raw materials to bottling. “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 added.
Many employees have also been with the company for a long time, with some families having multiple generations in service.
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The dedicated employees and board members of Uy Masuy Wine Factory, Inc. have been the heart of the company, proudly upholding its legacy for generations. |
๐๐ซ๐๐ฌ๐๐ซ๐ฏ๐ข๐ง๐ ๐ญ๐ก๐ ๐๐๐ ๐๐๐ฒ, ๐๐ซ๐๐ฉ๐๐ซ๐ข๐ง๐ ๐ญ๐ก๐ ๐
๐ฎ๐ญ๐ฎ๐ซ๐
As Uy Masuy prepares for its next chapter, it is beginning a gradual transition to the fourth generation of family leadership. Plans are underway to professionalize operations while maintaining the heart and heritage that have defined the company since its founding.
“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. 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,” said Olivia Uy-Dizon, UMWFI President.
From the simple herbal remedy sold by Uy Ma Suy on the streets of Cebu to a nationally recognized brand known across generations, Fighter Wine endures. It stands not just as a tonic, but as a living testament to Visayan grit, Filipino craftsmanship, and the quiet strength of a family that never stopped building on what came before.
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