The big news today in Big Beer is that Heineken, who also owns Newcastle Brown Ale, bought FEMSA, Mexico’s number two brewing company and owner of Dos Equis, Tecate, Sol and Bohemia.
I read the top several stories listed in a Google News search and noticed something funny: none of the articles talk about beer. They discuss the market position of Heineken, the ownership scenario of the merger, who paid who for what and how the markets responded.
But they don’t mention a thing about beer or beer drinkers. So what are the “benefits” of this merger to beer drinkers? You’ll soon be able to get Heineken anywhere in Mexico. Wonderful. And Mexican television viewers will be uplifted by Heineken’s female forward advertising, like the smart and sexy DraughtKeg campaign in which a robotic woman’s abdomen gives birth to a minikeg of beer which she promptly serves to her well-deserving man.Then she multiplies herself so her man can really enjoy maximum pleasure.
Is this the future?