Heineken and FEMSA made an agreement for United States market

Heineken and FEMSA made an agreement for USA

Heineken and FEMSA made an agreement for United States market

The Dutch group, Heineken, will take over the beer division of the largest beverage company in Latin America, Fomento Económico Mexicano S.A.B. (FEMSA). The takeover will occur in the second trimester of 2010, by reciprocal trading of shares of over 5.3 billion euro between the two companies.

Heineken, one of the world’s leading brewers, will pay 3.8 billion euro in shares to FEMSA, which represents 20% of Heineken shares.  As a part of the agreement Heineken USA will supervise the distribution, marketing and sales in USA of FEMSA beer brands like Tecate, Sol,Dos Equis, Carta Blanca and Bohemia.

The goal of Heineken is to increase its leadership in the import segment of the USA market by expanding its portfolio with strongest premium brands in Latin America. The Mexican beer became very popular among American consumers and Heineken is trying to use that in order to achieve its goals.

The Heineken beer is sold in over 170 countries, the Dutch group owning over 115 breweries and having over 60,000 employees. FEMSA is the leading beverage company in Latin America and controls the largest Coca-Cola bottler in the region (Coca-Cola FEMSA), one of the leading brewers in Latin America (FEMSA Cerveza) and a convenience store chain in Mexico with over 2,800 stores (FEMSA Comercio).

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