Organizational Culture


Who We Are


We are a group of companies with more than 130 years, evolving and shaping a continuous and enduring positive legacy in society.


Our leading businesses in retail, beverages and digital services move forward towards the future, driven by our winning spirit and commitment to excellence, with a deep focus on integrity and placing people at the heart of everything we do.


Our Belief


We believe that by generating economic and social value every day, we leave a positive footprint on the world.

Nuestra Misión y Visión

Our Purpose


Our purpose is to enhance people’s lives, transforming the everyday into well-being and growth.


We contribute to people’s well-being, staying close and available, providing solutions and experiences that allow them to enjoy each day to the fullest.


We foster growth, since our actions contribute to the social and economic development of the communities we take part in, our collaborators, and our company, sustaining our commitment to planet care. 


Our Vision


With our companies together, we aspire to be part of everyone‚Äės life at every opportunity, wherever we are, being the best in each of our businesses.


Our Strategy


FEMSA Forward: A focused leader in Retail and Beverages, leveraged and connected by a Digital customer-centric ecosystem to maximize value creation. Always guided by our strategic priorities.

Nuestros valores

Our Principles


Our 7 principles are our guide of behaviors and actions, allowing us to grow and adapt to the changes in the world while keeping our essence.

Living our values

We act with integrity, transparency, humbleness and accountability, being ambassadors of our culture.

Playing to win

We act like a founder, we choose to win, creating opportunities with a focus on generating long-term value.

Moving forward together

We collaborate effectively with diverse people and audiences, achieving results that exceed expectations.

Placing our customer at the center

We turn the daily needs of our customers and consumers into challenges that motivate us to deliver exceptional solutions that build trust.

Innovating with passion

We develop cutting-edge ideas to strengthen our present through digital solutions that anticipate the future in an agile way.

Empowering our people

We are committed to the well-being and professional development of our talent, strengthening their abilities to face challenges successfully and inspiring by example.

Fostering a sustainable impact

We are committed to create inclusive and sustainable solutions that generate a positive social impact in our communities and our planet, keeping a global perspective in our decision-making process.

Our values are at the heart of our culture; They reflect our legacy and our way of being leaders.


We do the right thing in any circumstance, taking care of the impact of our actions.


We recognize the value of each person, we accept our limitations, willing to learn and grow.


We work to keep our promises and we take responsibility for what we do.

Ideario Cuauhtémoc

Cuauhtémoc Ideology

Eugenio Garza Sada not only directed the company in a very significant stage, but also based his decisions on a series of principles and concepts he developed through the years, which he called the ‚ÄúCuauht√©moc Ideology‚ÄĚ. This ideology is increasingly embraced in FEMSA, where we use it as an essential guide for our professional and personal growth.

Recognize the merit of others

Due to the role they may have played in the success of the Corporation and mention it in a spontaneous, timely and public manner. To take credit for that, to attribute to oneself the merit that belongs to those who work through their own self-motivation, would be an ignoble act, it would cut off a source of affection and would not allow the executive to behave as he should.

Temperament control

One should have the ability to peacefully and reasonably resolve any problem or situation, regardless of how irritating the provocations may be that must be tolerated. He who is not capable of controlling his own impulses and expressions, cannot act as the leader of a corporation. The true executive abdicates the right to get mad.

Never mock others

Do not make fun of anyone or anything. Avoid jokes that hurt or those with double meanings. Keep in mind the damage that sarcasm causes never heals.

Be polite

Don’t be overly ceremonious, but do make sure that others find enjoyable your company.

Be tolerant

Of the differences that may be found in the race, color, manners, education or in the idiosyncrasies of others.

Be punctual

He, who cannot meet his appointments, will soon become a hindrance.

If you are vain, you must hide it

As if it were the most intimate secret. An executive cannot show arrogance or self-complacency. Often the failures of famous men confirm the adage, ‚Äúpride precedes the fall‚ÄĚ. When one begins to say that other employees are incompetent, or that clients are misers and foolish, you will have begun to get into trouble.

Do not alter the truth

What one affirms should be done with thought; and what is promised, must be delivered. Half-truths may hide mistakes, but only for a short time. A lie works as a boomerang.

Let others speak

Especially collaborators, until they reach the true crux of the problem, even if you have to listen to them patiently for an hour. You would make a poor director, if you dominate the conversation instead of limiting yourself to listening.

Express yourself concisely

With clarity and completeness, especially when giving instructions, it is always good to have a dictionary close by.

Clean up your vocabulary

Eliminate interjections. Vulgar voices and familiar shouting weaken expressions and create misunderstandings. Great parliamentarians never used a single vulgar expression to verbally destroy their enemies.

Be sure to enjoy your work

It is very legitimate to have hobbies and interests in other things, but if going to work becomes a sacrifice, what you need is a vacation or employment at another corporation.

Recognize the enormous value of the manual laborer

Whose productivity makes the management position possible and affirms the future of both.

Think of the benefit of the business more than your own

It is a good tactic. Fidelity to the firm promotes self-benefit.

Analyze over and above inspiration or intuition

This should be the prerequisite of action.

Dedication to work

It benefits the individual, the firm and the entire society. In this it is similar to priesthood.

Be modest

It needs to be understood that it has nothing to do with the worth of the person, the size of the car or home, or the number of friends or clubs that one belongs to, luxuries, or the sign on the office door; and if these things mean more than work well and quietly done, and the knowledge and spiritual refinement to acquire them, then what is needed is a change of attitude or employment.