Mexican brewery Cuauhtémoc Moctezuma has appointed Bradford Licensing to drive its licensing programme.
CM became part of Heineken in May 2010 and, as well as this, also brews beers including Tecate, Sol, Dos Equis and Bohemia.
Bradford Licensing will aim to implement different strategies for each of the brands, initially across the US and later on globally. It will negotiate deals, lead the product development process and represent the trademarks with retailers on behalf of CM.
"Dos Equis and Tecate are powerful brands and our licensing plans will make them thrive even further in the marketplace," said Michelle Minieri, president of Bradford Licensing. "We project a strong programme that will help to build awareness of the brands for the long-term."
Oscar García, exports director of CM, added: "Our purpose is to share the best beer brand experiences with consumers."