Heineken and FEMSA join forces in the USA
What did we predict in our previous issue: Interbrew pulls out of FEMSA and Heineken or Coors like ardent students will cry "Miss, Miss". Shortly after we had gone to press, Heineken announced that its American subsidiary and FEMSA Cerveza have reached a definitive agreement that will make Heineken USA the sole and exclusive importer, marketer and seller of FEMSA’s beer brands in the United States.
The three-year agreement is expected to become effective towards the end of the year, 120 days after FEMSA completes its announced repurchase of a 30 percent stake of FEMSA Cerveza from Interbrew. At the end of the three-year period both parties will discuss how they will take this commercial relationship forward. The FEMSA brands are supposed to add about 1.9 million hl (+28 percent)..
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