Introduction
Heineken México was formerly known as Cervecería Cuauhtémoc Moctezuma, a Mexican brewery with roots dating back to the 19th century. In 2010, the Dutch brewing giant Heineken acquired the Cuauhtémoc Moctezuma Brewery as part of a strategic exchange with Femsa, a leading Mexican multinational. Femsa transferred ownership of the brewery to Heineken in exchange for a 20% stake in Heineken N.V., a transaction valued at approximately $7.3 billion at the time.
This deal positioned Femsa as a significant shareholder and secured its president, José Antonio Fernández Carbajal, a seat on Heineken’s board of directors. Over time, Femsa has reduced its stake, retaining just 14.8% by 2023, as part of its strategy to refocus on its Oxxo convenience stores and Coca-Cola Femsa operations.
Under Heineken’s ownership, the former Cuauhtémoc Moctezuma Brewery now operates as Heineken México.
Fast Facts about Heineken Mexico
- Sales (2023): 187.000 millions pesos
- Revenue: not disclosed
- Number of employees: 18,000
- Owner company: Heineken N.V.
Brands
- Coors Light
- Cerveza Superior
- Amstel Ultra
- Indio
- Ladrón de manzanas
- Lagunitas
- Heineken
- Miller Lite
- Cerveza Carta Blanca
- Tecate
- Bohemia
- Strongbow
- Cerveza dos x
- Cerveza sol
Management team
- Guillaume Duverdier. General Director HEINEKEN Mexico
- Manuel Roman. Vice President of Sales
- Cristina Meson. Vice President of Human Resources
- Gerardo Naranjo. Vice President of Logistics and Customer Service
- Ramiro De Ocampo. Vice President of Finance
- Martha Garcia. Vice President of Marketing
- Sergio Rodríguez Garza. Vice President of Manufacturing Operations
- Claudia de la Vega. Vice President of Corporate Affairs
- Javier Guzman. Vice President of Digital and Technology
- Alberto Paez. Vice President of Legal
Front groups
- Cerveceros de México
BROWSE MORE UNETHICAL PRACTICES by Heineken Mexico
BIG ALCOHOL IN THEIR OWN WORDS
Whisky brands are very reliant on a small number of heavy, and increasingly ageing, consumers, to provide the majority of volume [...] in the longer term we had to attract more younger drinkers—the heavy- using loyalists of tomorrow [to avoid] the potentially disastrous implications of losing heavy drinkers”.
“If Miller Lite was to be a large profitable brand we had to attract these young heavy drinkers”.
To the extent [that laws or regulations or actions against us to substantially curtail the consumption of alcohol, including beer] gain traction, they could have a material adverse effect on our business and financial results. For example, the European Union published its Europe Beating Cancer Plan. As part of the plan, by the end of 2023, the European Union has indicated it will issue a proposal for mandatory health warnings on alcohol beverage product labels."
Source: Molson Coors Annual Report 2022
