Heineken updates on developments post Cuauht?moc Moctezuma acquisition

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Heineken, a global brewing company based in Netherlands, said that there have been certain developments in Mexico post acquisition of Cuauht?moc Moctezuma (CM). The new developments include the brewing of Heineken’s brand in one of CM’s breweries located in Orizaba, Veracruz in Mexico, and launch of new bottle and can designs for its beers.
The Heineken brand is now available in Mexico with the new embossed long-neck bottles and cans featuring tactile inks.
The brewing company said that the new packaging designs will be showcased in a print campaign in up-market magazines and in outdoor advertising on premium locations.
Heineken Americas regional president John Nicolson 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.
“The company’s decision to implement new stage for the Heineken brand in Mexico is an exciting development for its business which, together with its distribution network and portfolio of other international and local brands, creates a strong platform for future growth in the region,” Nicolson said.
Heineken operates 140 breweries in more than 70 countries and sold 205 million hectolitres of beer on a 2010 pro-forma basis.
The brewer’s portfolio features more than 200 international premium, regional, local and specialty beers and cider including Amstel, Birra Moretti, Cruzcampo, Dos Equis, Foster’s, Kingfisher, Newcastle Brown Ale, Ochota, Primus, Sagres, Sol, Star, Strongbow, Tecate, Tiger and Zywiec.