FEMSA Agrees to Exchange Beer Operations for 20% Economic Interest in Heineken

In Transaction Valued at US$ 7.347 Billion, FEMSA to Receive Approximately 43 Million Shares of Heineken Holding N.V. and 72 Million Shares of Heineken N.V.

MONTERREY, Mexico, January 11 - Fomento Economico Mexicano, S.A.B. de C.V. ("FEMSA" "FMX") (NYSE: FMX;
BMV: FEMSAUBD), the largest beverage company in Latin America, today
announced that its Board of Directors has unanimously approved a definitive
agreement under which FEMSA will exchange its FEMSA Cerveza business unit for
a 20% economic interest in Heineken (HEIA.NA; HEIN.AS; HEIO.NA; HEIO.AS), one
of the world's leading brewers. Under the terms of the agreement, FEMSA will
receive 43,018,320 shares of Heineken Holding N.V. and 72,182,201 shares of
Heineken N.V., of which 29,172,502 will be delivered pursuant to an allotted
share delivery instrument. It is expected that the allotted shares will be
acquired by Heineken in the secondary market for delivery to FEMSA over a
term not to exceed five years. Heineken also will assume US$ 2.1 billion of
indebtedness including FEMSA Cerveza's unfunded pension obligations. The
total transaction is valued at approximately US$ 7.347 billion, based on
closing prices of euro 32.92 for Heineken N.V. and euro 29.38 for Heineken
Holding N.V. on January 8, 2010, including the assumed debt. Jose Antonio
Fernandez Carbajal, Chairman of the Board and Chief Executive Officer of
FEMSA, will join Heineken N.V.'s Supervisory Board as a Vice Chairman. Mr.
Fernandez will also serve as Chairman of the newly-formed Americas Committee
and will be a member of the Heineken Holding N.V. Board. Another member of
FEMSA's senior management team will also serve on the Heineken N.V.
Supervisory Board.

Mr. Fernandez said, "We are enthusiastic about this transaction, which
positions FEMSA's beer operations to become an integral part of Heineken's
leading global platform. In the context of the reconfiguration of the global
brewing landscape, scale and geographic diversification are more important
than ever, and this transaction responds to that imperative. Heineken
presented us with the most compelling opportunity to transform our brewing
assets, enabling us to unlock the significant value that we have created
during the past decade. The transaction also allows our shareholders, through
our significant stake in Heineken, to participate in the long-term value
creation we believe will come from aligning FEMSA Cerveza with Heineken. At
the same time, it increases FEMSA's operational and financial flexibility,
allowing us to focus our attention and resources on the significant growth
opportunities for Coca-Cola FEMSA and OXXO."

Commenting on the Transaction, Jean-Francois van Boxmeer, Chairman and
Chief Executive of Heineken, said:

"This is a compelling and significant development for Heineken. It
transforms our future in the Americas and marks the next stage in Heineken's
strong association with FEMSA. Through this deal we become a much stronger,
more competitive player in Latin America, one of the world's most profitable
and fastest growing beer markets. The acquisition strengthens considerably
our position within the global beer market, expands our portfolio of leading
international brands and enhances our leading position in the US import
market. I am confident that this transaction will generate considerable
future value for stakeholders in both groups.

"I am delighted to welcome our new and talented colleagues into Heineken.
We will benefit from their considerable skills, experience and ideas. We also
welcome FEMSA as a significant shareholder in the Heineken Group. We look
forward to their valuable contribution to our future."

The transaction combines FEMSA Cerveza's beer brands, including Dos
Equis, Sol and Tecate, with Heineken's global platform and Premium brand
portfolio, including Heineken, the iconic and only truly global premium beer
brand, as well as Amstel, Birra Moretti and Cruzcampo. Heineken will gain
important market positions in Mexico and Brazil, further strengthening
Heineken's worldwide footprint. Under a long-standing agreement, Heineken
currently distributes FEMSA Cerveza's beer brands in the U.S., and the two
companies also share joint ownership of their beer operations in Brazil.

The transaction, which is expected to be completed in the first half of
2010, is subject to customary regulatory approvals, as well as approval by
FEMSA, Heineken N.V. and Heineken Holding N.V. shareholders.

Allen & Company, N M Rothschild & Sons Ltd., and Rebecca Miller acted as
financial advisors, and Cleary Gottlieb Steen & Hamilton LLP and Freshfields
Bruckhaus Deringer LLP provided legal advice to FEMSA in connection with this
transaction.

FEMSA will host a conference call today, Monday, January 11, 2010 at 8:30
AM Eastern Time (7:30 AM Mexico City Time) to discuss the transaction,
followed by a question and answer session. To participate in the call, please
dial Domestic US: (1 888)-600-4871 or International: +1-913-312-1491. The
conference call will be webcast live through streaming audio in
www.femsa.com/investor.

A presentation related to the transaction will be posted on our website
at ir.femsa.com/events.cfm ahead of the conference call.

FEMSA is the leading beverage company in Latin America. It controls a
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.

Media: Carolina Alvear Sevilla, Carlos A. Velazquez, both of FEMSA, +52-818-328-6046, comunicacion at femsa.com.mx; or Investors: +52-818-328-6167, investor at femsa.com.mx