Brick City Boxing

Cerveza Brand Reinforces Commitment to Boxing with Support of Pacquiao vs. Hatton

WHITE PLAINS, N.Y. (March 30, 2009) – Tecate, cerveza con carácter, announces its sponsorship of one of the most anticipated boxing events of the year. Facing Ring magazine’s No. 1 ranked pound-for-pound champion Manny “Pacman” Pacquiao (48-3-2, 36 KOs) will be IBO World Junior Welterweight champion Ricky “The Hitman” Hatton (45-1, 32 KOs). They will fight for the World Junior Welterweight Championship on Saturday, May 2 at the MGM Grand Garden Arena in Las Vegas, in a match that will be televised via HBO Pay-Per-View.

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“Cinco de Mayo, one of the most celebrated Mexican holidays in the U.S., has been witness to some of the best boxing matches in recent years. We’re excited to celebrate the day with adult Hispanic fans in Las Vegas, and to make the HBO Pay-Per-View telecast accessible to those unable to join us in person through our popular mail-in rebate offer,” said Carlos Boughton, brand director for Tecate. “As an authentic Mexican brand, Tecate is a relevant part of the role that boxing plays in the lives of our consumers who enjoy watching the sport so consequently we strive to give them the opportunity to experience the passion of the sport. This Cinco de Mayo, Tecate will be wherever our consumers are.”

Tecate will launch an extensive integrated program that will include various elements, such as a commemorative 24-oz can featuring the image of both fighters and a $20 mail-in rebate discount for the HBO Pay-Per-View event with the purchase of an 12-pack or larger of Tecate.

Tecate also will develop thousands of thematic POS elements and posters with fight details that will be distributed nationally to grocery, convenience and liquor stores. Furthermore, Tecate will tailor its out-of-home, TV and radio spots to include information about the event. These will be launched four weeks prior to the bout in key markets such as Ariz., Calif., Colo., Idaho, Nev., N.M., Ore., Utah and Wash.

To increase excitement in the days leading up to May 2, Tecate will offer boxing fans the opportunity to meet their favorite athletes through exclusive autograph and photo sessions with Golden Boy Promotions fighters and the attractive Chicas Tecate. These events will take place in markets such as Las Vegas, Los Angeles and San Diego.

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.