ServSafe Alcohol and Cerveza Tecate Collaborate to Distribute Free Responsible Alcohol...

Thu May 15, 2008 5:38pm EDT

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ServSafe Alcohol and Cerveza Tecate Collaborate to Distribute Free Responsible Alcohol Training Books

First Look at New Spanish Training Materials Available at NRA Show
CHICAGO--(Business Wire)--
ServSafe Alcohol and Cerveza Tecate announce the release of
ServSafe Alcohol Fundamentals of Responsible Alcohol Service, the
Spanish edition of the popular training manual. The free version will
be distributed at the 2008 National Restaurant Association Restaurant,
Hotel-Motel Show and the International Wine Sprits and Beer Show, May
17-20, in Chicago. This newly released Spanish textbook meets the
needs of operators looking to train a growing number of
Spanish-language employees in responsible alcohol service.

"ServSafe Alcohol and Tecate have collaborated to offer
complementary copies of the new ServSafe Alcohol Fundamentals of
Responsible Alcohol Service, Spanish. This 'first look' at the new
textbook is something we are excited to offer attendees of the NRA
Show," said Mary M. Adolf, president and chief operating officer,
products and services division, NRA Solutions. "ServSafe Alcohol and
Tecate recognized the growing need for Spanish-language training tools
and our relationship allows the restaurant and foodservice industry to
be the first to experience this new responsible alcohol service
Spanish training tool."

Free copies of ServSafe Alcohol Fundamentals of Responsible
Alcohol Service, Spanish can also be requested at
www.ServSafe.com/alcohol/spanishedition, while supplies last.

"As a leading Mexican cerveza, we have the responsibility to
create a safe and healthy environment for our adult consumers to enjoy
the brand," said Carlos Boughton, brand director for Tecate and Tecate
Light. "Our collaboration with ServSafe Alcohol allows us to connect
with and speak to Hispanic servers in a manner that is most relevant
to them. We are thrilled to be a part of this program and encourage
restaurant and bar managers to take advantage of this opportunity
while at the show."

According to the 2007 NRA Industry Forecast, the restaurant and
foodservice industry employs an estimated 13.3 million people, or 9
percent of the US workforce. The industry is expected to add 2 million
jobs over the next decade, with employment reaching 15.1 million by
2018. As the industry continues to expand, so does the rapidly
diversifying ownership of restaurants. Census figures show
Hispanic-owned restaurant firms grew by 30 percent between 1997 and
2002; growing faster than the restaurant industry as a whole at 16
percent for the same time period.

About FEMSA/Heineken USA

In 2004, Heineken USA and FEMSA Cerveza reached an agreement that
made Heineken USA the sole and exclusive importer, marketer and seller
of FEMSA's beer brands in the United States. Under the terms of the
agreement, Heineken USA assumed responsibility for the marketing,
sales and distribution of the beer brands Dos Equis, Tecate, Sol,
Carta Blanca, Bohemia and the new Tecate Light, across the United
States. In April 2007, an extended ten-year agreement was finalized
between Heineken USA and FEMSA, which became effective January 1,
2008.

Headquartered in White Plains, New York, Heineken USA Inc., the
nation's premiere beer importer is a subsidiary of Heineken
International B.V. (Netherlands), which is the world's most
international brewer. Besides the FEMSA portfolio, Heineken USA
imports Heineken Lager, the world's most international beer brand;
Heineken Premium Light; Heineken Dark Lager; Amstel Light, a leading
imported light beer brand; and Buckler non-alcoholic brew. Please
visit www.EnjoyHeinekenResponsibly.com.

Founded in 1890, FEMSA is the largest integrated beverage company
in Latin America with a portfolio of leading beer and soft drink
brands. Its subsidiary FEMSA Cerveza is one of the leading brewers in
Mexico with brands that include Tecate, Dos Equis and Sol. Its
subsidiary Coca-Cola FEMSA is the largest Coca-Cola bottler in Latin
America and the second largest in the world. FEMSA sells its products
through approximately two million points of sale, which serve a
population of over 170 million people in nine countries, including
some of the most populous metropolitan areas in Latin America, such as
Mexico City, Sao Paulo and Buenos Aires. FEMSA's manufacturing and
distribution capabilities are enhanced by its retail and packaging
operations; it operates Oxxo, the largest convenience store chain in
Mexico, with over 3,000 stores as of June 2004. For more information
on FEMSA, go to www.femsa.com.

About ServSafe Alcohol

The ServSafe Alcohol program was scientifically developed with
input from experts in the foodservice, regulatory, legal, academic,
medical and insurance fields. Working with National Restaurant
Association Solutions, these experts determined and confirmed the
tasks that the front-of-the-house needs to know in order to serve
alcohol responsibly. The result is practical and comprehensive content
that provides critical knowledge on alcohol law, recognizing and
preventing intoxication, checking identification and dealing with
difficult situations. To learn more, or to order English or Spanish
training materials, please visit www.ServSafe.com.

For ServSafe Alcohol
Virginia Petrancosta, 312-715-6770
vpetrancosta@restaurant.org
or
Ryan O'Malley, 312-261-5318
romalley@restaurant.org