Dear Client:The revelation of the decision by Heineken USA to license the U.S. import/distribution rights of Sol to MillerCoors for ten years has some folks scratching their heads. I get why this is a sweet deal for MillerCoors: The growing Mexican import market has been a glaring hole in their otherwise diverse portfolio. And as A-B has proven, it's very difficult to build a Mexican import brand from scratch. Sol already has built-in recognition, brand equity, and distribution, particularly in
You need a subscription to access this article.Login now or subscribe to get daily industry insights!
Log In
Forgot Password
Don’t have an account yet?
SUBSCRIBE