Heineken and FEMSA tap new promotional agency

Modern Brewery Age, Nov 22, 2004

Heineken USA and FEMSA Cerveza have announced the selection by Heineken USA of Alcone Marketing Group of Irvine, CA as the promotions agency of record for the Dos Equis, Tecate, Sol, Bohemia and Carta Blanca brands in the United States.

Earlier this year, Heineken USA and FEMSA agreed to make Heineken USA the importer, marketer and seller of FEMSA's brands in the United States.

Alcone Marketing Group, part of the Omnicom Group, is a sales promotion and marketing services agency.

The company has offices serving North America and Europe. Specialized operating units include Alcone Promotion, Alcone Merchandise, Alcone Digital and Alcone Fulfillment.

"We're honored that Heineken USA and FEMSA Cerveza have selected us to play such a vital role in the development of these amazing brands in the US," stated William Hahn, President of Alcone.

"Ultimately, we were incredibly impressed with the type of strategic thinking that Alcone brought to the table during the agency selection process we ran with FEMSA Cerveza," said Steve Davis, Senior Vice President, Marketing, Heineken USA.

"Above all," he added, "we are confident this is an agency with a real vision and passion for the Dos Equis and Tecate brands."