Brick City Boxing

Mexican Cerveza to Build Buzz among Adult Consumers as Primary Sponsor of Electrifying Showdown

WHITE PLAINS, N.Y. (Feb. 9, 2009) – Tecate, cerveza con carácter, announced today plans to launch a regional marketing campaign designed to bring boxing fans in Houston closer to the Feb. 28 encounter between former World Feather and Junior Lightweight Champion Juan Manuel Marquez (49-4-1, 36 KO's) and the current three-time winner of the Lightweight title, Juan Diaz (34-1, 17 KO's). The Ring Magazine World Lightweight Championship will be broadcast on HBO’s “World Championship Boxing” (7:00 p.m. PT/10:00 p.m. ET) live from the Toyota Center in the largest city in Texas.

[More:]

“We’re extremely proud to share the same Mexican roots as Marquez and Diaz, who have used their bold carácter to triumph in the sport and become examples of Hispanics’ drive to succeed in and beyond the ring,” said Carlos Boughton, brand director of Tecate. “As a bold Mexican brand, we’re continuously looking for ways to further engage and offer Hispanic adult consumers relevant brand experiences while being true to our authenticity. Tecate’s involvement in this fight emphasizes our desire to bring local boxing fans closer to the sport, as we return to the city with a Championship fight for the second time in six months.”

Tecate’s regional promotional efforts designed to drive interest to Diaz’ second consecutive fight in his hometown will kick off on Feb. 15. The brand will execute promotions at 150 retail stores in Texas and at 400 additional locations in Southern California. Tailored regional radio ads featuring fight details will build buzz among every fan in the region, encouraging them to witness the bout live at the Toyota Center or via HBO’s telecast.

During fight day, a group of Tecate’s brand ambassadors - the Chicas Tecate - will be at the Toyota Center to participate in photo and autograph sessions, enhancing consumers’ experience with their Mexican charm.

For more information on Tecate’s boxing platform, please contact Paola Ruiz or Alejandra Calva at (212) 219-0321.

About FEMSA/Heineken USA

In 2004, Heineken USA and FEMSA Cerveza reached an agreement that made Heineken USA the sole and exclusive importer, marketer and seller of FEMSA’s beer brands in the United States. Under the terms of the agreement, Heineken USA assumed responsibility for the marketing, sales and distribution of the beer brands Dos Equis, Tecate, Sol, Carta Blanca, Bohemia, and the new Tecate Light across the United States. In April 2007, an extended ten-year agreement was finalized between Heineken USA and FEMSA, which became effective Jan. 1, 2008.

Heineken USA Inc., the nation's premier beer importer, is a subsidiary of Heineken International BV, which is the world's most international brewer. Besides the FEMSA portfolio, brands imported into the U.S. include: Heineken Lager, the world's most international beer brand; Heineken Premium Light; Amstel Light, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. Please visit EnjoyHeinekenResponsibly.com.

Founded in 1890, FEMSA is the largest integrated beverage company in Latin America with a portfolio of leading beer and soft drink brands. Its subsidiary FEMSA Cerveza is one of the leading brewers in Mexico with brands that include Tecate, Dos Equis and Sol. Its subsidiary Coca-Cola FEMSA is the largest Coca-Cola bottler in Latin America and the second largest in the world. FEMSA sells its products through approximately two million points of sale, which serve a population of over 170 million people in nine countries, including some of the most populous metropolitan areas in Latin America, such as Mexico City, São Paulo and Buenos Aires. FEMSA’s manufacturing and distribution capabilities are enhanced by its retail and packaging operations; it operates Oxxo, the largest convenience store chain in Mexico, with over 3,000 stores as of June 2004. For more information on FEMSA, go to www.femsa.com.