This company profile of Heineken México reveals the unethical practices This company profile of Heineken México reveals the unethical practices of the second largest beer producer in Mexico. It provides examples of harmful methods across the categories of political interference, promotion, sabotage, manipulation, and deception, the Dubious Five strategies.

Introduction

Heineken México, formerly known as Cervecería Cuauhtémoc Moctezuma, traces its origins to the 19th century in Monterrey, Nuevo León. In April 2010, Heineken acquired the company from the Mexican multinational Femsa in a strategic exchange valued at approximately USD7.3 Billion. Femsa received a 20% stake in Heineken N.V. as part of the deal, which also secured its president, José Antonio Fernández Carbajal, a seat on Heineken’s board of directors. By 2023, Femsa had reduced its holding to 14.8% as it shifted focus to its retail and Coca-Cola operations. Today, the former Cuauhtémoc Moctezuma Brewery operates as Heineken México and remains fully controlled by Heineken N.V.

Facts about Heineken Mexico

• Net revenue (2023): MXN187,000 Million
• Gross profit: Not available
• Net profit: Not available
• Marketing spending: Not available
• Lobbying costs: Not available
• Number of employees (2023): 18,000
• Market share: Not available
• Parent company: Heineken N.V.

Brands

MANAGEMENT TEAM AND BOARD OF DIRECTORS

• Guillaume Duverdier, General Director
• 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