Femsa Cerveza came into play at just the wrong moment for Heineken NV.
Earlier this month, Mexico-based Fomento Economico Mexicano SAB, or Femsa, said it was in talks with several parties to explore opportunities involving its beer business, Femsa Cerveza, adding that “there can be no assurance that such discussions will lead to any definitive agreement.” Heineken is one of those companies, along with London-based SABMiller PLC.
Heineken is under pressure to go beyond its core strategy of selling premium beers in Western Europe and the U.S., where consumption is set to flatten or even decline. Analysts say it would be better to expand into growth markets in Latin America and Asia.
But whereas rivals such as Anheuser-Busch Inbev and SABMiller have aggressively expanded their presence in emerging markets over the years, Heineken, the world’s third-largest brewer by volume, has lagged.