Where Bud Isn't King Of Beers

Anheuser's Mexico pact is a financial hit but a strategic fizzle

In a corner of Valentin Diez' office stands a waist-high globe, inlaid with lapis lazuli and other semiprecious stones. It comes in handy for the chief of sales and marketing for Mexican brewer Grupo Modelo, who is pushing to open markets for the company's Corona brand as far away as Tajikistan. Jokes the widely traveled Diez of the globe he bought in Hong Kong: "We learn geography from this."

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