The Heineken – Femsa Deal: U.S.
Implications

Dear Client:The news of Heineken buying Femsa Cerveza took most analysts and observers by surprise, as SABMiller couldn't abide the asking price. With that said, the implications in the US are very favorable for Heineken USA. For one, while HUSA has worked hard growing Femsa's brands in the US, there was never any question that brand Heineken was main focus. After all, while Dos Equis is growing, HUSA had to share the profits on the Femsa brands with Femsa. Now