About FEMSA
Heineken CEO Jean-Frangois van Boxmeer (left)
and FEMSA CEO José Antonio Fernandez (right)
toast the FEMSA acquisition
World of Heineken 42 - summer 2010
people want the organisation to move in is pretty
similar, and that's encouraging."
Among the commonalities which exist between
the two companies is a focus on sustainable
business. Tackling social issues is nothing new for
FEMSA. In the early 20th century, FEMSA was the
first Mexican company to offer health services,
housing, and a savings fund for its employees
through SCYF, FEMSA's social development
system institution. In 2009, more than $32.4
million was devoted to education, training, and
family development programmes for employees
and their families. And in 2008, based on similar
principles to the Heineken Africa Foundation,
the FEMSA Foundation was created to promote
projects that provide in-depth and long-term
solutions for two of the key challenges Latin
America and other global regions now face:
sustainable development and quality of life.
Just like Heineken, CCM actively promotes
responsible driving practices. Since 2002, CCM
has implemented a programme in Mexico called
Conductor Designado® (Designated Driver),
aimed at encouraging drivers to refrain from
drinking before they get behind the wheel. In
2009, more than 40,000 drivers joined the effort,
taking the total number of drivers signed up since
2002 to over 175,000.
"At the end of the day, I've seen that both
companies are already working hard to succeed
and I'm proud to have our new colleagues as
part of the Heineken team. We're all open to
learning from alternative perspectives and have
a common thirst for growth," concludes John.
FEMSA Group is a leading beverage
company in Latin America, where it
operates in nine countries. FEMSA
Cerveza was made up of Cerveceria
Cuauhtémoc Moctezuma (Dos Equis,
Tecate, Sol brands, among others),
and operations in Brazil, now known
as Fleineken Brasil (Kaiser Pilsen,
Kaiser Gold, Kaiser Bock, Bavaria
Pilsen, Bavaria Premium, Xingu, and
more). As a result of this acquisition,
Heineken now employs more than
90,000 employees globally and is the
second-biggest brewer in the world
in terms of revenue.
Sol
The Sol brand is one of the best-positioned brands in Mexico today, and is
also present in Asia, the Middle East and South America. It has an innovative
character and communication is designed to back up its young, natural,
refreshing, easy-to-drink beer personality. The Sol family includes Sol, Sol 2 (a
product designed in conjunction with direct consumer input through a website
survey), Sol Cero (the first non-alcoholic beer produced in Mexico), and Sol
Limón y Sal and Sol Cero Limón y Sal (pre-mixed with lime juice and salt).
Tecate
Tecate was launched in 1954, and made its impact thanks to novel packaging
as well as its great taste. Its publicity campaigns and promotions, aligned
with its innovative personality, quickly made it a leading brand. It is currently
distributed in more than 30 countries and is the highest-selling imported
canned beer in the US, coupled with a large presence in South America. The
brand is also famous for its Light line, Tecate Light, which is currently the
clear Mexican market leader in this category.
Dos Equis
Dos Equis was born in 1900 and became a best-selling brand in the 1940s and
1950s. It has experienced a remarkable resurgence in recent years - thanks
in part to strong demand in the US, which constitutes 98% of the brand's
exports. In fact, it remains the top-selling imported dark beer in the US. It is
a Pilsner type beer with a smooth malt character and a light and citric scent.
Consumers recognise it easily thanks to its packaging, as it is currently the
only domestic beer sold in a green bottle. The 'Double X' family comprises
two beers: Dos Equis Lager and Dos Equis Amber.
Kaiser
The original Kaiser beer was launched in April 1982, and is now produced
in eight breweries in Brazil. The main product is Kaiser, with a winter line
extension called Kaiser Bock. Kaiser's market share is approximately 5% in
Brazil. Before the recent global economic crisis, growth was stable at 2-3%
per year. The first quarter of 2010 has seen a growth of 10% year on year.
Kaiser is the beer that 'best represents the mood of typical Brazilian bars'. In
communications, this is reflected by beautiful women, samba and the look,
feel and laid-back language of the bars.
