FE MSA Cerveza and
the Mexican market
local market.
www.annualreport.heineken.com
expand beer segmentation,
develop the premium segment
and strengthen Heineken's
position in the profitable import
and growing Hispanic sector in
the USA. In addition, Heineken is
one of three players competing
with a number one in the highly
growing and profitable Brazilian
beer market, which also offers
huge potential for the development
of the premium segment.
"This is a significant development
that will transform our future in
the Americas and is a natural
progression to the strong
association we have enjoyed with
FEMSA," says Jean-Frangois van
Boxmeer. "Latin America is one
of the world's most profitable and
fastest-growing beer markets and
the acquisition of FEMSA's beer
operations strengthens our
position within the global beer
market and expands our portfolio
of leading international brands."
Through the acquisition, Heineken
expects to achieve important
costs synergies and savings
through operating best practices.
Heineken announced the
acquisition of 100 per cent of
FEMSA's beer operations in
January 2010, planning to create
a major new platform for growth
and international expansion.
Following completion of the
transaction, the acquisition will
strengthen Heineken's position in
three of the top four largest beer
profit pools. With a strong portfolio
of brands such as Dos Equis, Tecate
and Sol, Heineken will attain an
foothold in the Brazilian market
through the acquisition of the
remaining 83 per cent of FEMSA's
Brazilian business, which currently
holds an g per cent share of the
Mexico's attractive beer market
offers a unique opportunity to
hechoen
With a rising population, Mexico is
one of the world's largest beer
profit pools and is home to some
large beer brands, its second
largest brewer is part of FEMSA
Cerveza, which in addition to its
42 per cent share of the local
market, has an established
position in Brazil and a strong
export business to the USA and
other markets globally.
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