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SECURITIES AND EXCHANGE COMMISSION
Washington, D.C. 20549
FORM 6-K
REPORT OF FOREIGN PRIVATE ISSUER
PURSUANT TO RULE 13a-16 OR 15d-16 OF
THE SECURITIES EXCHANGE ACT OF 1934
FOR THE MONTH OF JUNE
2004
FOMENTO ECONOMICO MEXICANO, S.A. DE C.V.
(Exact name of Registrant as specified in its charter)
Mexican Economic Development, Inc.
(Translation of Registrant's name into English)
United Mexican States
(Jurisdiction of incorporation or organization)
General Anaya No. 601 Pte.
Colonia Bella Vista
Monterrey, NL 64410 Mexico
(Address of principal executive offices)
(Indicate by check mark whether the registrant files or will
file annual reports under cover of Form 20-F of Form 40-F.)
Form 20-F x Form 40-F
--- ---
(Indicate by check mark whether the registrant by furnishing the
information contained in this Form is also thereby furnishing the
information to the Commission pursuant to Rule 12g3-2(b) under the
Securities Exchange Act of 1934.)
Yes No x
--- ---
(If "Yes" is marked, indicate below the file number assigned to
the registrant in connection with Rule 12g3-2(b): 82--.)
SIGNATURES
Pursuant to the requirements of the Securities Exchange Act of 1934, as
amended the registrant has duly caused this report to be signed on its behalf by
the undersigned, thereunto duly authorized.
FOMENTO ECONOMICO MEXICANO, S.A. DE C.V.
By: /s/ Federico Reyes
------------------------------------
Federico Reyes
Chief Financial Officer
Date: June 23, 2004
FEMSA To Distribute Coors Light in Mexico
MONTERREY, Mexico & GOLDEN, Colo.--(BUSINESS WIRE)--June 23,
2004--Cerveceria Cuauhtemoc Moctezuma, S.A. de C.V. ("CCM"), a
subsidiary of FEMSA Cerveza, S.A. de C.V. ("FEMSA Cerveza") and an
indirect subsidiary of Fomento Economico Mexicano, S.A. de C.V.
("FEMSA"), (NYSE:FMX) (BMV:FEMSA UBD) (BMV:FEMSA UB), and Coors
Brewing Company ("Coors"), (NYSE:RKY), announced today that they have
reached an agreement that will make CCM the sole and exclusive
importer, distributor, marketer and seller of Coors Light beer in
Mexico.
The renewable agreement for an initial term of 10 years, allows
both parties to capitalize on a business opportunity that complements
their core strategies. For FEMSA Cerveza, the agreement provides a
high quality imported light beer that fits well with its existing
portfolio. For Coors, it provides access to a powerful commercial and
distribution network that will accelerate the growth of its Coors
Light brand in the Mexican market.
Javier Astaburuaga, co-Chief Executive Officer of FEMSA Cerveza,
commented: "At FEMSA we strive to be a premier customer-oriented
beverage company, and we believe that the imported beer category in
Mexico is underdeveloped. We will now serve this attractive market
segment with Coors Light, the world's seventh largest selling beer
brand. This brand enjoys very strong equity in its home market, and we
intend to realize its significant potential in Mexico by complementing
our already rich brand portfolio, and by leveraging our considerable
commercial and logistical capabilities. This is an excellent business
opportunity for both companies and we are enthusiastic about the
possibilities it represents."
Peter Swinburn, President of Coors Brewers Worldwide, said, "The
agreement with FEMSA Cerveza is a significant step in the continued
growth of Coors' international volume and in expanding visibility of
one of our key brands in the world's eighth largest beer market. With
expansive market penetration and a solid track record in building
long-term equity for brands, FEMSA Cerveza will be an excellent
partner for us in Mexico. Their sophisticated sales and distribution
operations will enhance customer loyalty for Coors Light by ensuring
the freshness and availability of our beer at retail and on-premise
locations across Mexico."
About FEMSA:
Founded in 1890, FEMSA is the leading beverage company in Latin
America. It controls an integrated beverage platform that comprises
Coca-Cola FEMSA the largest Coca-Cola bottler in the region; FEMSA
Cerveza the second largest brewer in Mexico and important beer
exporter to the United States; and Oxxo, the largest and fastest
growing convenience store chain in Mexico with over 2,800 stores. For
more information on FEMSA, go to www.femsa.com.
About Coors Brewing Company:
Coors Brewing Company (CBC) is the third-largest U.S. brewer and
the ninth largest brewer in the world. Coors sells its products in
North America, Latin America, Europe, and Asia. Coors Light is the
company's largest brand, and is the seventh largest beer brand in the
world. Founded in 1873, Adolph Coors Company is the holding company
for CBC, with its stock trading on the New York Stock Exchange under
the symbol RKY. For more information on Coors, go to www.coors.com.
CONTACT: FEMSA
Investors Contact:
Juan F. Fonseca, (52) 818-328-6245
juan.fonseca@femsa.com.mx
or
Alan Alanis, (52) 818-328-6211
alan.alanis@femsa.com.mx
or
Media Contact:
Jaime Toussaint, (52) 818-328-6202
jtouelo@femsa.com.mx
or
Carolina Alvear, (52) 818-328-6046
calvsev@femsa.com.mx