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Dear Client: Day 2 on the ground at the NBWA Convention in Vegas saw more sober contextualization of the moment, and rallying folks to remember beer’s ability to bring people together. Early on in his conversation with NBWA immediate past chair Rebecca Maisel, Constellation’s Jim Sabia admitted: Constellation Beer is changing its playbook. That was one main point from the fireside chat, which featured a lot of long-term optimism on the category, and brand-building insights. Another subtext: Problems as opportunities.
Heineken to Acquire FIFCO’s Bev and Retail Biz; FIFCO USA Left Out and “Exploring Opportunities”
Dear Client: Heineken announced yesterday it will acquire the beverage and retail operations of Florida Ice and Farm Company (FIFCO) in a deal valued at roughly $3.2 billion. The transaction, wherein Heineken will acquire the remaining 75% of Distribuidora La Florida (FIFCO’s Costa Rican beverage business) “as well as FIFCO stakes in certain other businesses,” extends Heineken’s footprint across Central America and Mexico, and also deepens the brewer’s reach into Nicaragua and Guatemala. Heineken said the transaction will strengthen its
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