The Convergence, Parallels, Rivalry and Divergence of Sweet Lines and William Lines

For introduction, Sweet Lines is a shipping company that started in Tagbilaran, Bohol while William Lines is a shipping company started in Cebu City after the war while having earlier origins in Misamis Occidental before the war. And like many shipping lines whose founders are of Chinese extraction, the founders of both Sweet Lines and William Lines were first into copra trading before branching into shipping. And long after the two became national shipping lines Bol-anons and people of Misamisnons still have a close identification and affinity to the two shipping companies and in fact were the still the prides of their provinces.

1950 William Lines

1950 William Lines ad. Credits to Philippine Herald and Gorio Belen

William Lines became a national liner company in 1945 just right after the end of the war and almost exactly 20 years before Sweet Lines which was just a Visayas-Mindanao shipping company after the war whose main base is Bohol. The company just became a national liner company when it was able to buy half of the ships and routes of General Shipping Corporation when that company decided to quit the inter-island routes in 1965 after a boardroom squabble among the partner families owning it. And so William Lines had quite a head start over Sweet Lines. Now, readers might be puzzled now where is the convergence.

People who are already old enough now might think the convergence of the two shipping companies, a rivalry in fact, started when Sweet Lines fielded the luxury liner Sweet Faith in the Manila-Cebu route in 1970. That ship raised a new bar in liner shipping then plus it started a new paradigm in Cebu, that of the fast cruiser liner which is more dedicated to passengers and their comfort than cargo and has the highest level of passenger accommodations and amenities. It was really hard to match the Sweet Faith then for she was really a luxury liner even when she was still in Europe. That fast cruiser liner was not just some converted passenger-cargo or cargo-passenger ship which was the origins of practically of all the liners of the postwar period until then.

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Credits to Manila Times and Gorio Belen

Actually, the rivalry of Sweet Lines and William Lines started from convergence. William Lines, in their first 20 years of existence, was basically concentrating on the Southern Mindanao routes but of course its ships which were all ex-”FS” ships then called on Cebu and Tagbilaran first before heading south. Aside from Southern Mindanao, the only other area where William Lines concentrated was the Iligan Bay routes, specifically Iligan and Ozamis, near where the founder and the business of William Lines originated. But in 1966, William Lines started its acquisition of cargo-passenger ships from Europe for conversion here like what Go Thong & Company earlier did and what Sweet Lines will soon follow into. It was actually an expansion as they were not disposing of their old ex-”FS” ships and naturally an expansion of the fleet will mean seeking of new routes or concentration. 

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Credits to Philippine Herald and Gorio Belen

Sweet Lines, meanwhile, had an initial concentration of routes in the Eastern Visayas as a liner company which was dictated by the purchase of half of the fleet of General Shipping Corporation which consisted of five liners which were all ex-”FS” ships except for the new local-built General Roxas plus the Sea Belle of Royal Lines which was going out of business. But Sweet Lines immediately expanded and was also plying already the Cebu and Tagbilaran routes from Manila, naturally, because their main base was Tagbilaran. Then they also entered the Iligan Bay routes in 1967 and it was even using the good Sweet Rose (the former General Roxas) there which was a heavy challenge to all the shipping companies serving there that were just using ex-”FS” ships there previously. Of course, not to be outdone William Lines later brought there their brand-new Misamis Occidental, their flagship then, in 1970. If William Lines had two frequencies a week to the two ports of Iligan Bay in 1967, then that was the frequency of Sweet Lines too. And if William Lines had twice a week frequency to Cebu and Tagbilaran, then that was also the frequency of the expanding Sweet Lines. Their only difference in 1967 was William Lines had routes to Southern Mindanao while Sweet Lines had none there but the latter had routes to the strong shipping region then of Eastern Visayas while William Lines had no route then there.

Another area of confrontation of the two shipping companies was the Visayas-Mindanao regional routes. Sweet Lines was long a power then there especially since that was their place of origin. They then relegated there most of the ex-”FS” ships like the ones they acquired from General Shipping and thus in the late 1960’s they had the best ships sailing there. Meanwhile, William Lines which was also a player there also then used some of their ex-”FS” ships which were formerly in the liner routes (William Lines had a few ex-”FS” ships to spare since they bought five of those from other local shipping companies and they already were receiving former cargo-passenger ships from Europe starting in 1966). So by this time Sweet Lines and William Lines were not only competing in Cebu and Tagbilaran and in Iligan Bay but also in the Visayas-Mindanao regional routes.

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Credits to The Philippines Herald and Gorio Belen 

In the late 1960’s the government provided a loan window for the purchase of brand-new liners and among the countries that provided the funds for that was what was known as West Germany then (this was before the German reunification). From that window, the new liner company Sweet Lines ordered the Sweet Grace from Weser Seebeck of Bremerhaven, West Germany in 1968. William Lines followed suit by ordering a brand-new liner not from West Germany but from Japan which turned out to be the Misamis Occidental and this seemed to be taking the path of the expansion of Negros Navigation Company which was ordering brand-new liners from Japan shipbuilders. 

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Credits to Philippines Herald and Gorio Belen

Imagine for William Lines fielding the brand-new Misamis Occidental in Cebu in 1970 only to be upset by the more luxurious and much faster Sweet Faith in the same year. And that was aside from the also-good Sweet Grace and Sweet Rose also calling in Cebu. Maybe that was the reason, that of not being too outgunned, that William Lines immediately ordered a new ship from Japan, a sister ship of the Don Juan, the flagship of Negros Navigation Company but with a more powerful engine so she can top or at least match the speed of the Sweet Faith and that turned out later to be the legendary liner Cebu City. From its fielding in 1972, the battle of Cebu City and Sweet Faith was the stuff of legends (was using blocks of ice to cool down the engine room of Sweet Faith at full trot a stuff of legend?)

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Credits to Philippine Herald and Gorio Belen

As background to that, in 1970 with only the brand-new liner Misamis Occidental William Lines had to fend off Sweet Faith, Sweet Rose, also the first Sweet Sail which was a former liner of Southern Lines that was not an ex-”FS” ship but much faster and at times also the brand-new liner Sweet Grace . William Lines had a few converted cargo-passenger ships from Europe calling in Cebu already on the way to Southern Mindanao then but Sweet Lines had the same number of that also. If William Lines found aggressiveness in ship purchases from the mid-1960’s, Sweet Lines turned out to be more aggressive that in a short period of less than a decade it was already in the coattails of William Lines over-all and even beating it to Cebu, the backyard of William Lines. That was how aggressive was Sweet Lines in their initial ascent as a national liner company. And would anyone believe that in 1970 Sweet Lines was no longer using any ex-”FS” ship in its national liner routes, the first national liner company to do so (when other competitors were still using that type well in to the 1980’s)? So their ad their they were modern seems it was not a made-up stuff only.

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A former cargo-passenger ship from Europe using the eastern seaboard of Mindanao route. Credits to Times Journal and Gorio Belen

But that was not even the end of the expansion of Sweet Lines which the company penetrated the Southern Mindanao, the bread and butter of William Lines (note: Compania Maritima, Gothong & Co. and Philippine Steam Navigation Co. were stronger there having more ships) using the eastern seaboard of Mindanao, a route that William Lines do not serve. It is actually a shortcut, as pointed out by Sweet Lines but there are not many intermediate ports that can be served there to increase the volume of the cargo and the passengers (and so Sweet Lines passed through more ports before heading to Surigao and Davao). Besides, the seas of the eastern seaboard are rough many months of the year and maybe that was the reason why Sweet Lines used their bigger former cargo-passenger ships from Europe rather than using their small ex-”FS” ships (in this period their competitors to Davao were still using that type).

And so, in 1972, William Lines entered the stronghold of Sweet Lines, which it dominated, the port of Tacloban which the company was not serving before. Was that to repay the compliments of Sweet Lines entering their Iligan Bay bastion and their ports of Cebu and Tagbilaran plus the foray of Sweet Lines in Davao? William Lines entered Tacloban alright but it was a tepid attempt at first by just using an ex-”FS” ship (maybe they just want to take away some cargo). Their main challenge in Tacloban will come three years later in 1975 with their fast cruiser liner Tacloban City, only the third of its type in William Lines after the liners Misamis Occidental and Cebu City and that maybe shows how itching was William Lines in returning the compliments. Or showing up Sweet Lines.

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Where were the other leading national liner companies in this battle of the two? Regarding Gothong & Company, I think their sights were more aimed at the leading shipping company Compania Maritima plus in filling the requirements of strategic partner Lu Do & Lu Ym which was scooping all the the copra that they can get. Actually, the Go Thong & Company and Compania Maritima both had overseas lines then. Meanwhile, the Philippine Steam Navigation Company (PSNC) and plus Aboitiz Shipping Corporation (revived as a separate entity in 1966 after the buy-out of the other half of General Shipping Corporation) and Cebu Bohol Ferry Company, a subsidiary of Aboitiz Shipping Corporation which are operating as one is competing neither here or there as it seems they were just content on keeping what was theirs and that the interests of Everett Steamship, the American partner of Aboitiz in PSNC will be protected and later cornered when the Laurel-Langley Agreement lapses in 1974. Plus Aboitiz through the Cebu Shipyard & Engineering Works were raking it all in servicing the ships of the competition including the lengthening of the ex-”FS” and ex-”F” ships of their competitors (plus of course their own). Their routes are so diverse and even quixotic that I cannot see their focal point. It is not Cebu for sure and whereas their rivals were already acquiring new ships they were moored in maintaining their so-many ex-”FS” ships (they had then the most in the country). Also in owning Cebu Shipyard & Engineering Works they were confident they can make these ships run forever as they had lots of spare parts in stock and maybe that was through their American connection (not only through Everett Steamship but the Aboitizes are also American citizens). Besides, in Everett Steamship they were also in overseas routes and having overseas routes plus domestic shipping was the hallmark of the first tier of shipping companies then aside from having more ships. In this first tier, the Philippine President Lines (PPL) was also in there but later they surrendered their domestic operations.

Meanwhile, the greatest thrust of Gothong & Company it seems was to serve the needs and interests of Lu Do & Lu Ym but it was a strategic partnership that brought Gothong a lot of dividends so much so that before their break-up in 1972 they might have already been ahead of Compania Maritima in the inter-island routes with all the small ships that they are sailing in the regional routes aside from the national routes. Gothong & Company as might not be realized by many is actually a major regional shipping company too and with a bigger area than that served by Sweet Lines and William Lines for they were operating a lot of small ferries whose primary role is to transport the copra of Lu Do & Lu Ym, the biggest copra and coconut oil concern then in the country and carrying passengers is just secondary. In the Visayas-Mindanao routes, the Top 3 were actually Go Thong & Company, Sweet Lines and William Lines, in that order maybe. From Cebu, Go Thong had small ships to as far as Tawi-tawi and the Moro Gulf plus the eastern seaboard of Mindanao and Samar. Sweet Lines, however was very strong in passenger department.

In the early 1970’s, many will be surprised if I will say that the fleets of William Lines and Sweet Lines were at near parity but the former had a slight pull. And that was really a mighty climb by Sweet Lines from just being a major regional shipping company, a result of their aggressiveness and ambition. Imagine nearly catching up William Lines, an established shipping company with loads of political connection (think of Ferdinand Marcos, a good friend of William Chiongbian, the founder) and topping the likes of whatever General Shipping Company, Southern Lines and Escano Lines have ever reached. Entering the late 1970’s, Sweet Lines (and William Lines) were already beginning to threaten the place of Aboitiz Shipping Corporation (including the integrated Philippine Steam Navigation Corporation) which will drop off a lot subsequently after they stopped buying ships after 1974.

Where did the divergence of the two very comparable shipping companies began? It began from 1975 when William Lines started acquiring the next paradigm-changing type of ships, the surplus fast cruiser liners from Japan which Sweet Lines declined to match but which the rising successor-to-Gothong Sulpicio Lines did. At just the start of the 1980’s with the success from this type of ship William Lines and Sulpicio Lines were already jostling to replace the tottering Compania Maritima from its top perch. It seems Sweet Lines failed to realize the lesson that the former cargo-passenger ships from Europe and the brand-new Sweet Grace and the good Sweet Rose fueled their rise in the late 1960’s and that the acquired luxury liners Sweet Faith and Sweet Home continued their rise at the start of the 1970’s. And these former cargo-passenger ships from Europe also propelled Gothong & Company and William Lines in their ascent. Why did Sweet Lines stop acquiring good liners? Was there a financial reason behind their refusal to join the fast cruiser phenomenon? Well, they were not the only ones which did not join the fast cruiser liner bandwagon.

The biggest blunder of Sweet Lines was when they declared in 1978 that henceforth they will just acquire small RORO passenger ships. I do not know if they were imitating Sulpicio Lines which went for small ROROs first (but then that company had fast cruiser liners from Japan). That might have been good for their regional routes but not for the liner routes. And to think their luxury liners Sweet Faith and Sweet Home might already conk out anytime because of old age (yes, both were gone in two years). And so for a short period Sweet Lines have no good liners for Cebu, the time William Lines was fielding their Dona Virginia, the biggest and fastest liner when it was fielded and Sulpicio Lines was fielding the Philippine Princess. What a blasphemy and turn-around! In 1970, just ten years earlier, Sweet Lines was dominating William Lines in the Cebu route. That was a miscalculation from which Sweet Lines never seemed to recover. From fielding the best there, Sweet Lines suddenly had no horse. And so the next chapter of the luxury liner wars in the premier Manila-Cebu route was fought not by William Lines and Sweet Lines but by William Lines and the surging Sulpicio Lines. In just a decade’s time Sweet Lines forgot that it was modernity in ships and aggression in routes that brought them to where they were.

1980 Dona Virginia

Credits to Daily Express and Gorio Belen

When Sweet Lines acquired the Sweet RORO in 1982 to battle again in the Manila-Cebu route it was as if they imitated the strategy of Carlos A. Gothong Lines Inc. (CAGLI) to go direct into the RORO or ROPAX paradigm and bypass the fast cruiser liners altogether (but then where was CAGLI in the totem pole of liner companies even if they bypassed the fast cruiser liner stage?). But by then their former cargo-passenger ships from Europe were already failing and will very soon be gone. The net effect was the Sweet Lines liner total was regressing even though they acquired the Sweet RORO 2 in 1983 to pair the Sweet RORO. The reason for this is its former cargo-passenger ships from Europe were already in its last gasps and the small ROROs were never really suited for liner duty except for the direct routes to Tagbilaran and Tacloban. If studied it can be shown that when a liner company stops at some time to buy liners sufficient in numbers and size then they get left behind. This is also what happened to Compania Maritima, Aboitiz Shipping Corporation and Escano Lines, the reason the fell by the wayside in the 1980’s). And that is what happened to Sweet Lines just a little bit later and so its near-parity with Williams Lines which surged in the 1970’s and 1980’s was broken. And that completed their divergence.

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Credits to Philippine Daily Express and Gorio Belen

In the early 1990’s, Sweet Lines will completely fail and stop all shipping operations, in liners, regional shipping and cargo operations (through their Central Shipping Corporation) and sell their ships with some of the ships sadly being broken up (a few of their ships were also garnished by creditors). Meanwhile, William Lines was still trying then to catch up with Sulpicio Lines that had overtaken them through a big splash in big and fast ROPAXes in 1988.

Sweet Lines benefited in the middle of the 1960’s with the quitting of General Shipping and Royal Lines. Later, William Lines, Sulpicio Lines and Sweet Lines benefited with the retreat of Aboitiz Shipping Corporation in the late 1970’s. In the next decade, William Lines and Sulpicio Lines benefited from the collapse of Compania Maritima in the crisis years at the tailend of the Marcos dictatorship. Sweet Lines did not benefit from that because they were not poised to because of their grave error in 1978.

When Sweet Lines collapsed in the early 1990’s it seems among those which benefited was the revived Aboitiz Shipping Corporation which was helped in getting back to the liner business by Jebsens of Norway (think SuperFerry). Well, that’s just the way it is in competition. It is a rat race and one can never pause or stop competing as the others will simply swallow the weak.

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The First Liner Built in the Philippines After World War II

In 1957, President Carlos P. Garcia ascended to Malacanang after the death of President Ramon Magsaysay and thereafter he won the Philippine presidency in his own right. While President Magsaysay worked very closely with the Americans and relied on them for the economic development of the country, President Garcia rolled out his “Filipino First” policy. Under that policy, he tried to promote Philippine industries and supported Filipino industrialists, to the consternation of some Americans used to having their way in the country, given first preference and who treated Filipinos like their wards.

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Keel-laying of Hull No.1 (Credits to Phil. Herald and Gorio Belen)

Among the industries President Garcia tried to push forward was shipbuilding (shipbuilding is selling steel too and on the same track President Garcia encouraged steel-making which resulted in the establishment of IISMI or Iligan Integrated Steel Mills Inc. which later became the National Steel Corporation or NSC). That made sense, at least on paper, as our country is an archipelago and hence we need a lot of ships. From an enterprise concerned with refitting and lengthening of ships (where before this was done in Hongkong), NASSCO (National Shipyards & Steel Corporation) went into shipbuilding and Hull No. 1 was laid in the NASSCO shipyard (the Bataan National Shipyard) in Mariveles, Bataan in 1957.

Lacking the experience and equipment maybe, the ship took too long to complete. Well, we are a country where engineering is still in infancy. We are not a country where work is fast and based on a production line and our craftsmen are not used to mass production. That is what we get by being proud of our jeepneys and our talyers. Yes, it can fabricate anything but the speed and quality is low. Essentially, we are a country of fabricators.

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Hull No. 1 as the General Roxas (Credits to Phil. Herald and Gorio Belen)

Maybe there was a problem of timing and priority too. In the time Hull No. 1 was under construction it was also the same time that reparations ships were beginning to come to the Philippines because the final peace treaty between Japan and her victim countries was already signed. Reparations ships came from the reparations payment of Japan as settlement of the damages she inflicted because of the war she launched in the Pacific in 1941 (but it was just basically payment for public works and infrastructure damage and did not include personal damages which were never paid by Japan unlike Germany).

Hull No. 1 was financed by a loan from the government-owned Development Bank of the Philippines to the tune of P2.5 million or a little over $ 1 million dollars then. Hull No. 1 was launched on July 1959 and completed as a passenger-cargo ship in May 1960 and she became the ship General Roxas of the General Shipping Company. This company previously just operated a fleet of former “FS” ships before which were cargo ships converted into passenger-cargo use. The General Roxas was way ahead in size, quality and comfort compared to the ex-”FS” ships and she was probably the flagship of General Shipping Company which operated routes to Palawan, Romblon, Masbate, Bicol, the Visayas and Northern Mindanao.

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General Roxas when newly-fielded (Credits to Phil. Herald and Gorio Belen)

The General Roxas’ external measurements were 84.7 meters by 12.3 meters by 6.7 meters in L x B x D with a Gross Register Tonnage (GRT) of 1,757 tons. Her Net Register Tonnage (NRT) was 968 and her load capacity in Deadweight Tonnage (DWT) was 1,544 tons. The ship was equipped by a single Uraga engine of 2,200 horsepower which gave her a top sustained speed of 13.5 knots when still new. The General Roxas has two sister ships built also by NASSCO and these were the General del Pilar (later the Mactan of Compania Maritima) and the Governor B. Lopez of Southern Lines Incorporated. The latter was built in the same yard and almost simultaneously with General Roxas.

The General Roxas’ hull steel, engine and navigational equipment all came from Japan. The ship had air-conditioning and in those days it was practically what defined what is a luxury liner. Her First Class accommodations, lounges and dining rooms were all air-conditioned. This ship had three passenger decks and for handling cargo she had booms in the front section or bow of the ship. Cargo was stowed below the passenger decks and above and on the engine deck. The ship is a cruiser ship (it was not yet the time of the ROROs which can load vehicles through ramps) with a high prow. The ship later was assigned the IMO Number 5128015.

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A miniature to show underwater portion of General Roxas (Credits to Phil. Herald and Gorio Belen)

In General Shipping Company, she was the second General Roxas as the company had an earlier ship named General Roxas too and that was a former “FS” ship (and that is the beauty of IMO Numbers as it can differentiate ships with the same names). In General Shipping Corporation the first route of General Roxas was Manila-Iloilo-Pulupandan-Iligan. Iligan then was beginning to boom because of the Maria Cristina power plant which provided cheap hydroelectric power and Iloilo and Pulupandan ports served two big and progressive islands.

But despite two new passenger-cargo ships and a healthy fleet, in 1965, after a boardroom dispute General Shipping Company abandoned inter-island shipping and moved into international shipping. Their local fleet and routes were then divided between Aboitiz Shipping Corporation and the former regional shipping company Sweet Lines Incorporated which then became a national liner company (however, the new ship General del Pilar became the Mactan of Compania Maritima). Among the ships acquired by Sweet Lines was the General Roxas which became the Sweet Rose in the new company.

In the new liner fleet of Sweet Lines (to distinguish it from the regional fleet of Sweet Lines which mainly had the small ex-”F” ships), the Sweet Rose was the biggest and best ship. However, the tactic then of Sweet Lines was to field their ships not on the primary routes and so Sweet Rose was assigned the Manila-Catbalogan-Tacloban-Cebu, v.v. route. Right after fielding Sweet Rose was the newest, the best and fastest ship in the route that only had ex-”FS” ships before and this helped stabilize the company in the national routes for she then dominated that route.

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Credits to Phil. Herald and Gorio Belen

The ship’s next route was Manila-Cebu-Iligan-Ozamis route when the Sweet Grace, a brand-new ship from West Germany arrived. That only confirmed that the Manila-Catbalogan-Tacloban-Cebu, v.v. route was the primary route of Sweet Lines before the arrival of the fast cruiser liner Sweet Faith in 1970 and Sweet Rose was the flagship of the company before 1968 when Sweet Grace came.

In the early 1970’s, the Sweet Rose was returned to the Manila-Catbalogan-Tacloban-Cebu, v.v. route in a pairing with the Sweet Grace. That indicated the level of importance Sweet Lines assigned to the route which was not high in the priority of other shipping companies (well, before William Lines entered the route with their fast cruiser liner Tacloban City in 1975) and that jeopardized a bread and butter route for Sweet Lines as the Tacloban City was a faster and superior ship.

The Sweet Rose stayed on the route though but she now called in Masbate instead of Catbalogan leaving Sweet Grace to serve that port. However, she was assigned again the Manila-Catbalogan-Tacloban route after Sweet Lines invaded Mindanao routes outside Northern Mindanao and Sweet Grace did the Manila-Cebu-Zamboanga route.

Sweet Rose never left the Catbalogan/Tacloban route again but in the 1980’s she began having unreliability in her engine and this trouble even reached the authorities. Engines of her period were not really that tough and she had the bad luck of having been equipped with an Uraga engine which was not a top of the line Japanese engine. She too had difficulty coping with Tacloban City and the Dona Angelina, the ship used by Sulpicio Lines when it entered the Catbalogan/Tacloban route just before Tacloban City came. The Dona Angelina which came from Europe also had air-conditioning like the Tacloban City. As a footnote, Sweet Rose also went up against her sister ship in the route when the Mactan was fielded there by Compania Maritima. That was before Mactan sank in 1973.

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Credits to Times Journal and Gorio Belen

In the great political and economic crisis that started with the Aquino assassination in 1983, Sweet Lines culled old liners and the Sweet Rose was among them. Others were the former European ships Sweet Bliss, Sweet Life and Sweet Love, ships they used in the Davao route via the eastern seaboard of Mindanao. That also included Sweet Sound which was a former “FS” ship. It was no dishonor to Sweet Lines because a lot a ships were cut up in this period when the industrial economy shrank and many shipping companies collapsed or shut down like the former No. 1 Compania Maritima.

Sweet Lines was broken up just locally in Acuario Marketing, a local ship-breaking specialist in Navotas in 1984. She was just 24 years old then but actually she was able to outlast her two sister ships. Maybe she was not just good enough for a 30-year service like the former ships from Europe and Japan (the Tacloban City which was built in 1962 lasted until the late 1990’s but then she has the better Mitsubishi engine). The Dona Angelina also lasted over 30 years of sailing.

Sweet Rose is a distant memory now but she holds a record that won’t ever be broken and that is being the first liner ever built in the country after World War II. She was also one of the ships that brought Sweet Lines to her peak in the late 1970’s.