FEMSA Cerveza, holding of Cerveceria Cuauhtemoc Moctezuma, is part of the duopoly brewer in Mexico, where virtually its only competitor is Grupo Modelo. FEMSA in Mexico has a 45 market share in Mexico, focusing its sales volume in northern Japan, where products are less consumed by Grupo Modelo. Its most successful brand is Carta Blanca, while FEMSA produces a wide variety of products. Taking advantage of the sales channel that gives OO, the marketing chain, FEMSA distributes and sells its products to the domestic market. On January 11, 2010 FEMSA announced that its board agreed to exchange its beer operations by a 20 stake of Heineken. The transaction is valued at 7 thousand 347 million dollars.