Heineken invests in a new Mexican brewery, buys stake in UK hard seltzer brand Served

MEXICO- Heineken Mexico has revealed its plan to build a new plant in Yucatán, the company’s first in southeastern Mexico and the eighth in the country.

While announcing the 8.7 billion pesos (EUR 430 million) state-of-art investment, Guillaume Duverdier,  Managing director of Heineken Mexico stated that the new plant will be constructed in Kanasin municipality starting in 2024.

Duverdier made the announcement at an event attended by Raquel Buenrostro, Secretary of Economy of Mexico, and Mauricio Vils Dosal, constitutional Governor of Yucatán.

According to Guillaume Duverdier, the new plant is set to begin its operation in 2026 and will generate about 2000 jobs both directly and indirectly.

He further explained that the new plant will be key in filling up the current demand of the Mexican domestic market with popular local brands, including Tecate, Sol, Dos Equis, Bohemia, Indio, and Carta Blanca, and hopes to export the surplus abroad.

On her part, Raquel Buenrostro, exuded confidence in this investment by stating that” Heineken’s announcement today on investing in a new brewery is a sign of confidence and favorable economic climate that the company offers to prospective investments.”

She further clarified that with the availability of robust road, rail, and port connectivity, in the Southeastern region, the company is bound to experience monumental unparalleled growth.

Mauricio Vila Dosal also expressed his commitment and support to this new investment: “Yucatán is an attractive investment hub, with stellar infrastructure, economic development, and security, all key drivers of competitiveness.”

Heineken acquires stake in UK hard seltzer brand

Meanwhile, Heineken has acquired a minority stake at Served, the UK ready-to-drink brand cofounded by pop star Ellie Goulding.

Served was first launched in the summer of 2020 by Goulding and brothers Dean and Ryan Ginsberg. It sells a namesake range of hard seltzers aimed at consumers seeking “a modern, health-conscious, social lifestyle”.

Its portfolio consists of three flavor variants: peach, lime, and raspberry. Each is made with vodka, fruit juice, and sparkling water and has an abv of 4%.

Following this announcement, Heineken said it will be supporting the brand’s development in a bid to push its growth into a leadership position in the UK’s ready-to-drink market.

Dean Ginsberg affirmed this to be a significant milestone in business and believes that it resonates well with its consumers “To date, our focus has been on building a brand that truly resonates with the next generation of drinkers.”

He further expresses his confidence in the new partnership. “We are extremely proud of what the team has achieved in a short period of time, but our vision has always been to lead the category, and this partnership with Heineken will enable us to accelerate our growth and maximize the potential of the brand.”

Boudewijn Haarsma, the MD of Heineken’s UK business, believes that this is just one of their investment strategies.

“We are interested in expanding our premium portfolio beyond beer and cider, seeking the right opportunity to invest in new growth categories,” the MD for Heineken UK said.

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