About Birra Mex

In 1984 Magnus Pettersson and Johan Åkerstedt went to Maui on a windsurf safari. Apart from the windsurfing, the greatest memory from the trip was a beer served whit a slice of lime. It was here in “Pollis on the Beach”, Kihei, the first bottles were downed and the dream to bring Corona Extra home to Sweden began. In 1989 the first contact was made with the producer and after thorough negotiations the contract was signed December 1990. After significant struggles with the then fully dominating Swedish Import and Retail state monopolies, the first bottles were allowed past Swedish borders in 1992…

The rest is, as you say, history. The Mexican treasure arrived, Sweden welcomed it with open arms and consequently Birra Mex was founded. Magnus Pettersson, Johan Åkerstedt and Anders Anderson were the original owners of the company. The product portfolio gradually grew to include other beer labels, spirits and wines. In 1995 Birra Mex signed a unique contract with a total of eight wholesalers, thereby creating the foundations for a wide restaurant distribution. Since 2000 Magnus Pettersson and Johan Åkerstedt owned 50% each of Birra Mex, which was to become one of the leading independent Swedish importers of a varied range of beers, wines and spirits. Out of approximately 250 suppliers to Systembolaget Birra Mex ranked third for its supply of imported beer. Within a short period of time, Birra Mex's range of wines became successful with increasing distribution and exposure . Birra Mex's beverages were available throughout Sweden from Systembolaget, all wholesalers and leading bars & restaurants. In the early 2000s Corona Extra became the most selling import premium bottle on the Swedish HORECA market (bars & restaurants). A few years later Corona Extra became the most selling import premium beer at Systembolaget retail monopoly. September 2010 Grupo Modelo/Corona Extra announced that the contract was to be handed to Carlsberg in Sweden and Finland, after Carlsberg had secured the Russian and Baltic markets for Grupo Modelo the previous year. The expansion of Corona and Birra Mex had then continued through 20 years until the handover of Corona January 2011. Early 2011 Birra Mex Import business were sold and transferred to TOMP AB . TOMP is a leading Swedish importer of beer, wines, and spirits.

You can find the majority of Birra Mex previously imported brands, and TOMP´s complete brand portfolio at www.tomp.se

The Birra Mex Team thanks all customers, suppliers, employees, and collaborators who, all in their own respective ways, contributed to the positive development through 20 years !