FEMSA Achieves Double-Digit Growth in 4Q09 and 2009

Net majority income up 47.7% in 2009

MONTERREY, Mexico, February 12 - Fomento Economico Mexicano, S.A.B. de C.V. ("FEMSA") announced today its
operational and financial results for the fourth quarter and full year 2009.

Fourth Quarter 2009 Highlights:

    - Consolidated total revenues and income from operations grew 19.8% and
      21.5%, respectively, compared to the fourth quarter 2008. In spite of a
      challenging economic environment, FEMSA again delivered a quarter of
      strong growth in revenues and income from operations, mainly driven by
      double-digit performance at Coca-Cola FEMSA and FEMSA Comercio.
    - Coca-Cola FEMSA total revenues and income from operations increased
      27.6% and 19.1%, respectively. Driven by double-digit income from
      operations growth in Latincentro and Mercosur operations.
    - FEMSA Cerveza total revenues increased 7.6%. Top-line growth mainly due
      to higher price per hectoliter in Mexican pesos, combined with
      operating expense containment offsetting raw material cost pressures
      due to year-over-year increases, resulting in growth of 8.6% in income
      from operations.
    - FEMSA Comercio continued its pace of strong growth and margin
      expansion. Income from operations increased 45.3%, resulting in an
      operating margin expansion of 240 basis points to reach an all-time
      high of 11.7% during 4Q09.

    2009 Full Year Highlights:

    - Consolidated total revenues increased 17.3%. All operating units
      contributed to this top-line growth.
    - Consolidated income from operations increased 19.1%, driven by
      double-digit growth at Coca-Cola FEMSA and FEMSA Comercio.
    - Coca-Cola FEMSA total revenue and income from operations increased
      23.9% and 15.6%, respectively. Strong growth in Latincentro and
      Mercosur, as well as more tempered growth in Mexico drove these
      results.
    - FEMSA Cerveza total revenues increased 9.3%, mainly as a result of
      increases in average price per hectoliter across all our operations in
      local currencies. Income from operations increased 9.3%, as a result of
      top-line growth combined with operating expense containment offsetting
      continued raw material cost pressures.
    - FEMSA Comercio income from operations increased 44.8%, reaching an
      all-time-high operating margin of 8.3% and resulting in 180 basis
      points of expansion. For the 8th consecutive year, income from
      operations increased over 25%, driven by the opening of 960 new stores
      during the year and a 1.3% increase in same store sales.
    - Ordinary dividend of Ps. 2.600 billion proposed by FEMSA's Board of
      Directors, to be paid in 2010 and subject to approval at the annual
      shareholders meeting in April, 2010, representing a 60% increase over
      the prior year.

Jose Antonio Fernandez, Chairman and CEO of FEMSA, commented: "At the
outset of 2010, we should highlight the benefit of having not one, but two
distinct reasons to be very optimistic about FEMSA. On the operating front,
we closed a very challenging 2009 that nevertheless saw us grow, improve, and
ultimately succeed in delivering a very robust set of results. On the
strategic front, as you know, we announced a definitive agreement under which
we are exchanging FEMSA's beer operations for a 20% economic interest in
Heineken, which will allow our shareholders to participate in the value
creation we believe will come from aligning FEMSA Cerveza with Heineken. At
the same time, we increase FEMSA's operational and financial flexibility, and
we will be able to focus our attention and resources on the significant
opportunities for Coca-Cola FEMSA and FEMSA Comercio. We are confident that
FEMSA has the right skill set and the right people to continue its path of
growth and operational excellence in soft drinks and convenience retail, two
businesses that hold tremendous promise and opportunities for growth and
value creation, while also adding value to Heineken as we move forward."

To obtain the full text of this earnings release, please visit our
Investor Relations website at www.femsa.com/investor under the
Financial Reports section.

This report may contain certain forward-looking statements concerning our
future performance that should be considered as good faith estimates made by
us. These forward-looking statements reflect management's expectations and
are based upon currently available data. Actual results are subject to
future events and uncertainties, which could materially impact our actual
performance.

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, one of the leading brewers in
Mexico, with presence in Brazil, and an important beer exporter to the United
States and other countries; and Oxxo, the largest and fastest growing
convenience store chain in Mexico with over 7,300 stores.

Investors, +52-818-328-6167, investor at femsa.com.mx, or Media, +52-818-328-6046, comunicacion at femsa.com