The executive added that Coca-Cola Femsa will strengthen the distribution of Heineken’s beer brands in Brazil, once the companies reached an agreement to redesign the distribution system in the Latin American nation. One of the brands that will be added to its portfolio is Tiger.
“We have developed a new framework that allows us to work on other portfolio products including beer in the rest of our markets, wherever this makes sense for the business,” stated Spas, “We will definitely now have the ability to continue to develop. a much broader portfolio. That goes beyond Coca-Cola products ”.
The CFO of Coca-Cola Femsa added that in the beer market, innovation is essential in the face of constant changes in consumers, and that is why they require strategic partners within the category.