FEMSA Grows Operating Income Across Operations in 4Q10 and 2010

MONTERREY, Mexico, February 25, 2011 - Fomento Economico Mexicano, S.A.B. de C.V. ("FEMSA") announced today its
operational and financial results for the fourth quarter and full year 2010.

Fourth Quarter 2010 Highlights:

    - FEMSA comparable consolidated total revenues and income from
      operations grew 3.8% and 7.5%, respectively, compared to the fourth
      quarter of 2009.
    - Coca-Cola FEMSA income from operations increased 5.2%. Solid
      results from the Latincentro division drove these results.
    - FEMSA Comercio achieved total revenues growth of 18.9% and income
      from operations increased 19.5%.

2010 Full Year Highlights:

    - FEMSA comparable consolidated total revenues and income from operations
      grew 5.9% and 6.6%, respectively, compared to 2009, against a backdrop
      of soft consumer demand. FEMSA Comercio and the Mercosur division of
      Coca-Cola FEMSA were the main drivers of this performance. Excluding
      one-time Heineken transaction-related expenses, comparable consolidated
      income from operations would have grown 8.7%.
    - Coca-Cola FEMSA income from operations increased 7.9%. Strong growth in
      the Mercosur and Latincentro divisions drove these results.
    - FEMSA Comercio continued its pace of strong floor space growth by
      opening 1,092 net new stores in 2010. Income from operations increased
      16.7%.
    - Ordinary dividend of Ps. 4.6 billion proposed by FEMSA's Board of
      Directors, to be paid in 2011 subject to approval at the annual
      shareholders meeting in March 2011, representing an increase of 76.9 %
      over the prior year and 183.9 % over the dividend paid in 2009.

Jose Antonio Fernandez Carbajal, Chairman and CEO of FEMSA, commented:
"We were able to wrap up an exciting 2010 on a solid note. This was a unique
year for FEMSA, one that saw us take big steps in the strategic journey of
our Company. From the signing of our agreement with Heineken in January, to
the closing of the transaction in late April -making us the second largest
shareholder in Heineken-, to the tremendous work carried out by all those
involved in making sure a smooth transition took place, and last but
certainly not least, to the current process of strategic analysis that we are
thoroughly carrying out as we plot the future path for FEMSA. And all the
while, having our operators navigate a challenging consumer environment
across our territories to deliver yet another strong set of results.

"On the operational front, we are encouraged by what seems to be a
fledgling sequential improvement in consumer sentiment in Mexico, evidenced
by the strong performance of FEMSA Comercio during the fourth quarter. At
Coca-Cola FEMSA, we were able to improve our profitability in 2010 even in
the face of tough demand dynamics across markets. Certainly, challenges
abound, but more than ever we are optimistic. Our capabilities, our team, and
our financial flexibility put us in an enviable position to pursue and
capture the many growth opportunities that lie ahead of us."

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 a leading company that participates in the non-alcoholic
beverage industry through Coca-Cola FEMSA, the largest independent bottler of
Coca-Cola products in the world in terms of sales volume; in the retail
industry through FEMSA Comercio, operating the largest and fastest-growing
chain of convenience stores in Latin America, and in the beer industry,
through its ownership of the second largest equity stake in Heineken, one of
the world's leading brewers with operations in over 70 countries.

Media Contact, +52-818-328-6046, comunicacion at femsa.com, IR Contact, +52-81-8328-6167, investor at femsa.com.mx