Unassociated Document
SECURITIES
AND EXCHANGE COMMISSION
WASHINGTON,
DC 20549
FORM
6-K
REPORT
OF
FOREIGN PRIVATE ISSUER
PURSUANT
TO RULE 13a-16 OR 15d-16 UNDER
THE
SECURITIES EXCHANGE ACT OF 1934
For
the
month of April 2007
FOMENTO
ECONÓMICO MEXICANO, S.A.B. DE C.V.
(Exact
name of Registrant as specified in its charter)
Mexican
Economic Development, Inc.
(Translation
of Registrant’s name into English)
United
Mexican States
(Jurisdiction
of incorporation or organization)
General
Anaya No. 601 Pte.
Colonia
Bella Vista
Monterrey,
Nuevo León 64410
México
(Address
of principal executive offices)
Indicate
by check mark whether the registrant files or will file annual
reports
under
cover of Form 20-F or Form 40-F:
Form
20-F
x Form 40-F
o
Indicate
by check mark if the registrant is submitting the Form 6-K in paper
as
permitted
by Regulation S-T Rule 101(b)(1): o
Indicate
by check mark if the registrant is submitting the Form 6-K in paper
as
permitted
by Regulation S-T Rule 101(b)(7): o
Indicate
by check mark whether by furnishing the information contained in
this
Form,
the
registrant is also thereby furnishing the information to the
Commission
pursuant to Rule 12g3-2(b) under the Securities Exchange Act of
1934.
Yes
o No
x
If
"Yes"
is marked, indicate below the file number assigned to the registrant
in
connection
with Rule 12g3-2(b): 82-_____________
SIGNATURES
Pursuant
to the requirements of the Securities Exchange Act of 1934, the
registrant
has duly caused this report to be signed on its behalf of the
undersigned,
thereunto duly authorized.
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FOMENTO
ECONÓMICO
MEXICANO, S.A. DE C.V. |
|
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|
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By: |
/s/ Javier
Astaburuauga |
| |
Javier
Astaburuauga |
| |
Chief
Financial Officer |
Date:
April 26, 2007
FEMSA
and
Heineken Sign Ten-Year Import Agreement for U.S.A.
MONTERREY,
Mexico, April 26 /PRNewswire/ -- Fomento Economico Mexicano, S.A.B. de C.V.
("FEMSA") and Heineken N.V. announced today that FEMSA Cerveza and Heineken
USA
have extended their existing three-year relationship in the United States
for an
additional period of ten years. Heineken will continue to be the sole and
exclusive importer, marketer and seller of the FEMSA beer brands Dos Equis,
Tecate, Tecate Light, Sol, Bohemia and Carta Blanca, in the U.S.A.
The
agreement will become effective on January 1, 2008 and will run until December
31, 2017. The new agreement sets the conditions for strong volume growth
and
brand development driven by increased marketing investment while providing
attractive business and economic terms for both companies. FEMSA will receive
a
payment for the exclusive distribution rights while Heineken will receive
an
increased share of the profitability.
Luis
Duran, VP of International Markets, FEMSA Cerveza, said: "Our relationship
with
Heineken USA has succeeded beyond our initial high expectations. Our portfolios
truly complement each other, offering consumers the best choice in quality
beers. This year, we are looking to leverage the top-notch sales execution
and
insights of Heineken USA to grow the Dos Equis brand and launch Tecate Light.
In
the longer term, we are confident that this is the right relationship for
us to
capture the exciting opportunity that this market continues to
offer."
Massimo
von Wunster, Heineken N.V. Regional President of the Americas commented:
"The
relationship with FEMSA has been very successful for both companies. Our
volume
growth in the U.S.A. has significantly accelerated as a result of the powerful
combination of Heineken's Dutch and FEMSA's Mexican beer brands. We believe
this
new agreement will enable us to further increase our market share in the
high-margin import segment in the U.S.A."
Strong
marketing and sales execution, and a continued focus on driving quality and
innovation contributed to the excellent performance of Heineken USA in 2006.
FEMSA's portfolio of beers accounted for 2.5 million hectoliters of Heineken
USA's volume, bringing the total volume to 10 million hectoliters. In 2006,
Dos
Equis grew 20%, Tecate 12% and the Dutch portfolio 14% by volume. The combined
market share of the Dutch portfolio and the FEMSA Mexican portfolio in the
imported beer segment in the U.S.A. is approximately 29%.
The
Heineken USA brand portfolio includes the Dutch portfolio - Heineken Lager,
Heineken Premium Light and Amstel Light - and FEMSA's brands. Through the
addition of the FEMSA brands Heineken USA has been able to participate more
broadly in the Hispanic market, the fastest growing demographic group in
the
U.S.A. In addition, Mexican beer has become more popular with non-Hispanic
consumers.
The
relationship has also given a better regional balance to the overall portfolio.
The Dutch portfolio, with traditionally strong performance in the North East,
has benefited from the agreement and achieved double-digit growth on the
West
Coast. FEMSA's brands have grown out of their traditional stronghold, the
Southwestern United States and expanded to the Eastern part of the United
States.
FEMSA
is
the leading beverage company in Latin America, with 2006 revenues of
approximately US$11.6 billion. It controls an integrated beverage platform
that
comprises Coca-Cola FEMSA, the largest Coca-Cola bottler in the region with
operations in nine countries; FEMSA Cerveza, one of the leading brewers in
Mexico and important beer exporter to the United States; and Oxxo, the largest
and fastest growing convenience store chain in Mexico with over 4,800 stores
nationwide.
About
Heineken N.V.
Heineken
N.V. is the most international brewer in the world. The Heineken brand is
sold
in almost every country in the world and the company owns over 115 breweries
in
more than 65 countries. With a Group beer volume of 132 million hectolitres
Heineken ranks fourth in the world beer market by volume. Heineken strives
for
an excellent sustainable financial performance through marketing a portfolio
of
strong local and international brands with the emphasis on the Heineken brand,
through a carefully selected combination of broad and segment leadership
positions and through a continuous focus on cost control. In 2006, revenues
amounted to EUR 12 billion and net profit before exceptional items and
amortisation of brands amounted to EUR 930 million.
SOURCE
FEMSA
-0-
04/26/2007
/CONTACT:
FEMSA: Investors,
+52-818-328-6167, investor@femsa.com.mx, or media, +52-818-328-6046/
/Web
site: www.femsa.com/