Heineken and OXXO renegotiate their sales agreement in Mexico

Heineken Mexico has drafted an extension of its sales agreement with Cadena Comercial Oxxo to secure the partnership for another five years.

The two companies signed the initial agreement in 2010, which allowed Oxxo to sell Heineken Mexico beer brands.

The new agreement has been adjusted slightly to include the metropolitan areas of Guadalajara and Mexico City. Heineken Mexico and OXXO intend to also finalise Nuevo León and Sonora regions by December 2022, which will see new beer brands added to OXXO’s portfolio.

It is expected to be signed in March this year.

Heineken Mexico CEO Etienne Strijp said: “We highly value our strategic partnership with OXXO and we will continue working together to grow the beer category and offer our consumers the best beer brands.

“Given the dynamism of the Mexican beer market, our exciting product portfolio and the commitment and motivation of our teams, we expect to continue growing our Mexican business in the coming years.”

Last November, Heineken signed binding agreements with China Resources Enterprise (CRE) and China Resources Beer (CR Beer) to create a long-term strategic partnership for the mainland, Hong Kong and Macau regions.

Under this partnership, Heineken will also acquire a 40% stake of CR Beer’s parent company CRH (Beer) and will become a minority partner.