Heineken has announced the extension of its commercial relationship with Cadena Comercial Oxxo, a leading convenience store chain, for five years.
The two groups' existing relationship commenced in 2010, under a ten-year agreement, whereby the only beer brands sold by Oxxo have been those in the Heineken Mexico portfolio.
Under the new agreement, the terms have been changed slightly, so that in the metropolitan areas of Guadalajara and Mexico City (and by December 2022 in Nuevo León and Sonora), Oxxo will also be able to stock beer brands other than Heineken in its stores.
The agreement runs until 2024.
Strategic Partnership
"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," said Etienne Strijp, CEO of Heineken Mexico.
"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," added Strijp.
The two groups are expected to sign a formal contract outlining the new agreement in March of this year.
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: European Supermarket Magazine.
