Directors of the brewery Heineken Cuauhtemoc Moctezuma said they have no concerns about the installation of a competing brewery in Yucatan because they have the network of the country’s strongest selling beer, enjoy the preference of consumers, develop innovative marketing strategies and encourage intelligent and responsible consumption for their brands.
At a press conference in a hotel on the Paseo de Montejo in Merida, executives of the multinational brewing company said it is the best positioned in Mexico and globally and in the case of Yucatan is the market leading brand.
In this sense, Moises Hernandez, regional director, said Yucatán exceeds the average per capita beer consumption with 80 liters per year per person. The country’s per capita is 60 liters.
Managers also reported that they just renewed the exclusive sales contract with the baseball club Yucatan Lions for 10 years. In addition, they organize concerts with new experiences for consumers, through which they encourage responsible consumption.
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