Question · Q4 2025
Froylán Méndez asked if Mexico's record December volume was due to overstocking ahead of tax hikes, and for clarification on price gaps and competitive reactions, particularly regarding market share gains post-IEPS implementation.
Answer
CEO Ian Craig believes there was no significant overstocking effect in Mexico's December volume, as trade adjustments were staggered. He confirmed December was a record month for Mexico and Q4 for other key markets. He stated price gaps are generally stable or slightly improved, varying by channel and competitor. CFO Gerardo Cruz Celaya added that the Mexico team recovered share from the Q2 2025 backlash, providing a strong starting position for 2026.
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