| Mexico’s
beer market is twice the size of Canada’s
and Labatt is helping to quench that thirst through
partnerships with Mexico’s Formento Económico
Mexicano, S.A. de C.V. (FEMSA www.femsa.com)
which is Latin America’s largest beverage
company, exporting its products to the United
States, Canada, and select countries in Latin
America, Europe and Asia.
FEMSA began operating in 1890
with the founding of the brewery Cervecería
Cuauhtémoc. Today, with headquarters in
Monterrey, Mexico, it operates through the following
subsidiaries: FEMSA Cerveza, Coca-Cola FEMSA,
FEMSA Comercio, FEMSA Empaques and FEMSA Logística.
In 1994, FEMSA Cerveza formed
a strategic alliance with Labatt Brewing Company/Interbrew,
which currently owns 30% of the FEMSA Cerveza
capital.
FEMSA Cerveza produces and distributes
recognized brands such as Tecate, Tecate Light,
Carta Blanca, Superior, Sol, XX Lager, Dos Equis
Ambar, Indio, Boemia, and Noche Buena. All six
of its modern breweries have obtained international
ISO 9002 quality certification, as well as Clean
Industry certification from the Mexican federal
government.
Cerveceria Cuauhtémoc
Moctezuma exports its brands mainly to the United
States and to select countries in Europe, Asia
and Latin America.
The Labatt/CCM/Interbrew partnership
offers many benefits:
| • |
Labatt and CCM have combined
their U.S. import businesses to form Labatt
USA, the second largest specialty beer company
in the United States. (Labatt holds 70% and
FEMSA Cerveza holds 30%.)
|
| • |
CCM’s
resources, skills, and geographic proximity
offer the promise of future growth in Central
and South America. |
THE FEMSA BREWERY
| Mission:
|
“To
offer the best moments with the best
beers.”
|
| Vision: |
“To
be the most successful Mexican brewery
in the world.”
|
| Brands:
|
Carta
Blanca, Tecate, Tecate Light, Superior,
Sol, Dos Equis Lager, Dos Equis Ambar,
Indio, Bohemia and Noche Buena.
|
| Breweries:
|
FEMSA
Cerveza currently operates six production
plants in:
| • |
Guadalajara
|
| • |
Monterrey
|
| • |
Navojoa |
| • |
Orizaba |
| • |
Tecate |
| • |
Toluca |
|
|
BACKGROUND INFORMATION
| • |
Cervecería Cuauhtémoc
was founded in 1890 in Monterrey, Nuevo León,
Mexico, and is the cornerstone of FEMSA. |
| • |
In 1985 the
Cuauhtémoc and Moctezuma breweries
merged, and the company’s name was changed
to Cervecería Cuauhtémoc Moctezuma,
S.A. de C.V. |
| • |
Sales as of December 2000
totalled 1.9 billion dollars. |
| • |
Mexico’s potential
beer market totals 61 million consumers and
is growing at an annual rate of one million
people. |
| • |
FEMSA Beer serves approximately
260 thousand retail stores in Mexico. |
| • |
Cervecería Cuauhtémoc
Moctezuma produces three of the five leading
brands in Mexico. |
| • |
FEMSA Beer employs 17,213
people. |
EXPORTS
| • |
As of December 2000, Cervecería
Cuauhtémoc Moctezuma’s annual
beer exports totaled 1.5 million hectoliters,
representing 7.5% of the brewery’s total
sales volume. |
| • |
Approximately
89% of CCM’s exports are sold to the
United States and Canada. |
| • |
CCM offers the most extensive
brand and presentation portfolio of all the
beer imported into the United States. |
| • |
Over the last five years,
U.S. sales of CCM brands have risen 17% on
average. |
| • |
Of the 400 brands of imported
beer marketed in the USA, Tecate tops sales
for canned beers. |
| • |
Tecate is the only Mexican
beer sold in the United States in a sixteen-ounce
can presentation. |
|
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