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Article: Fighting Corona: Heineken serves up Mexican challengers.(News)(Heineken USA Inc)
- Article from:
- Advertising Age
- Article date:
- June 28, 2004
- Author:
CopyrightCOPYRIGHT 2004 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: JAMES B. ARNDORFER
Unable to beat back Mexican imports, Heineken will start selling them.
In reaching an agreement last week to market beers made by Mexico's Fomento Economico Mexicano (Femsa)-including Tecate, Dos Equis and Sol-the Dutch brewing giant is entering the hottest segment of the U.S. imported-beer market.
The deal gives Heineken more ammunition against Corona Extra, which in 1997 lapped the beer in the green bottle to become the country's biggest import. Corona Extra has more than four times the combined volume of the brands Heineken is picking up, but observers expect Heineken to find different ways to position the beers ...