Coca-Cola FEMSA Announces an Organizational Change.

MEXICO CITY--(BUSINESS WIRE)--Nov. 3, 1999--

Coca-Cola FEMSA, S.A. de C.V. (NYSE:KOF) ("Coca-Cola FEMSA") ("KOF" or the "Company"), one of ten global Coca-Cola anchor bottlers and the largest Coca-Cola bottler in Mexico and Argentina, announced today that, effective Jan. 1, 2000, Alfredo Martinez Urdal, Coca-Cola FEMSA's Chief Executive Officer has been appointed Chief Executive Officer of FEMSA Cerveza, a subsidiary of Fomento Economico Mexicano S.A. de C.V. ("FEMSA").

He will be succeeded by Carlos Salazar, currently FEMSA Cerveza's Chief Executive Officer. With the objective of guaranteeing a smooth process, a transition period is starting as of today.

"We are very pleased that The Coca-Cola Company agrees with us in that these change will be very beneficial for Coca-Cola FEMSA," stated Jose Antonio Fernandez, vice-chairman of Coca-Cola FEMSA's board of directors and Chief Executive Officer of FEMSA.

"I am very pleased for having been appointed as the new chief executive officer of FEMSA Cerveza. It is both a challenge and an opportunity. I am confident that given the expertise and proven track record of Carlos Salazar, he will successfully undertake the challenges lying ahead for Coca-Cola FEMSA," said Martinez Urdal.

Salazar has had an outstanding career in different subsidiaries of FEMSA for 26 years. During the last four years, he has more than doubled the profitability of FEMSA Cerveza and has led the company towards excellence in its manufacturing processes, product quality, productivity and asset utilization.

Coca-Cola FEMSA's board of directors believes that these change will further advance the company on its strategic path designed to improve performance and maximize shareholder value. Martinez Urdal will continue serving as a member of the board of directors of Coca-Cola FEMSA.

Coca-Cola FEMSA, S.A. de C.V., is a joint venture between Grupo Industrial Emprex, S.A. de C.V., a 99.98%-owned subsidiary of Fomento Economico Mexicano, S.A. de C.V., Mexico's largest beverage company, and Inmex Corporation, a wholly owned subsidiary of the Coca-Cola Company. KOF produces Coca-Cola, Sprite, Fanta, Lift and other trademarks beverages of The Coca-Cola Company in the Valley of Mexico and the Southeast territories in Mexico and in the Buenos Aires Territory in Argentina. The Company has 12 bottling facilities in Mexico and two in Buenos Aires and serves more than 245,000 retailers in Mexico and more than 65,000 retailers in the greater Buenos Aires area. The Company currently accounts for approximately 24% or all Coca-Cola sales in Mexico and approximately 35% of all Coca-Cola sales in Argentina. The Coca-Cola Company owns a 30% equity interest in Coca-Cola FEMSA.