Another Milestone for Heineken in Mexico
(Thomson Reuters ONE) -
Amsterdam, 14 March 2011 - Heineken today announced that it reached another
important milestone in Mexico, less than a year after the acquisition of
Cuauhtémoc Moctezuma (CM) as part of the FEMSA beer operations transaction. The
new developments include the brewing of the Heineken® brand in one of CM's most
modern, high-tech breweries located in Orizaba, Veracruz, as well as the
introduction of new, innovative bottle and can designs for the premium Heineken
brand.
Over the past few years, the company has successfully developed the Heineken
brand in the Caribbean region and in Latin American countries such as Brazil,
Argentina and Chile. The company is now poised to do the same in Mexico, the
world's fourth largest beer profit pool and a market that is expected to show
ongoing incremental volume growth in the coming years.
Commenting on today's announcement John Nicolson, Heineken Americas Regional
President, said: "The premium segment is currently a relatively small and
underdeveloped part of the Mexican beer market, but it is growing fast as
popularity for premium brands among consumers continues to increase. Our
decision to implement this new stage for the Heineken brand in Mexico is an
exciting development for our business which, together with our established
distribution network and portfolio of other leading international and local
brands, creates a strong platform for future growth in the region."
The Heineken brand will now be available in Mexico in unique embossed long-neck
bottles and in innovative cans featuring tactile inks. The new packaging designs
will be showcased in a print campaign in up-market magazines and in outdoor
advertising on premium locations that both capture the cosmopolitan nature and
international heritage of the brand. This will be amplified by consumer
activations that build on the brand's sponsorship of the UEFA Champions League.
In addition to the Heineken brand, Cuauhtémoc Moctezuma brews and markets, among
others, the Tecate, Sol, Carta Blanca, Indio and Dos Equis beer brands.
Press enquiries
John-Paul Schuirink
Tel: +31 20 5239 355
Email:John-Paul.Schuirink(at)heineken.com
Editorial information
Heineken is one of the world's great brewers and is committed to growth and
remaining independent. The brand that bears the founder's family name - Heineken
- is available in almost every country on the globe and is the world's most
valuable international premium beer brand. The Company's aim is to be a leading
brewer in each of the markets in which it operates and to have the world's most
valuable brand portfolio. The Company operates 140 breweries in more than 70
countries and sold 205 million hectolitres of beer on a 2010 pro-forma basis.
Heineken is Europe's largest brewer and the world's third largest by volume.
Heineken is committed to the responsible marketing and consumption of its more
than 200 international premium, regional, local and specialty beers and ciders.
These include Amstel, Birra Moretti, Cruzcampo, Dos Equis, Foster's, Kingfisher,
Newcastle Brown Ale, Ochota, Primus, Sagres, Sol, Star, Strongbow, Tecate, Tiger
and Zywiec. On a 2010 pro-forma basis, including FEMSA Cerveza, revenue totalled
?17 billion and EBIT (beia) was ?2.7 billion. The average number of people
employed is more than 70,000. Heineken N.V. and Heineken Holding N.V. shares are
listed on the Amsterdam stock exchange. Prices for the ordinary shares may be
accessed on Bloomberg under the symbols HEIA NA and HEIO NA and on the Reuter
Equities 2000 Service under HEIN.AS and HEIO.AS. Most recent information is
available on Heineken's website:http://www.heinekeninternational.com.
Download Heineken International press release.pdf:
http://hugin.info/136188/R/1496350/432318.pdf
This announcement is distributed by Thomson Reuters on behalf of
Thomson Reuters clients. The owner of this announcement warrants that:
(i) the releases contained herein are protected by copyright and
other applicable laws; and
(ii) they are solely responsible for the content, accuracy and
originality of the information contained therein.
Source: Heineken International via Thomson Reuters ONE
[HUG#1496350]
Unternehmensinformation / Kurzprofil:
Datum: 14.03.2011 - 07:59 Uhr
Sprache: Deutsch
News-ID 52396
Anzahl Zeichen: 4714
contact information:
Town:
Amsterdam
Kategorie:
Business News
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"Another Milestone for Heineken in Mexico"
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