Heineken's Mexican unit, Cuahtemoc Moctuzema, expects beer sales will recover in 2011 after a two-year slump in the country.

An expected recovery in Mexico's economy in the second half of the year, coupled with higher marketing investment by Heineken, should boost sales during the summer season and the rest of the year, a company official told just-drinks yesterday (17 May). The official would not provide an exact forecast, however.

Mexico is key to Heineken's emerging markets strategy, following its acquisition of FEMSA Cerveza last year.

Heineken's CCM subsidiary has identified seven regions where it hopes to boost sales by targeting certain consumer profiles. "Mexico is a very big market with many different flavour and image preferences," the official said. He added CCM's "Superior" brand sells strongly in the country's Southeast region while "Carta Blanca" has won hearts in the North.

According to the official, Mexico's beer market was growing by up to 7% per year before the country's reccession.