MIAMI — Heineken Mexico has hired JeffreyGroup to handle PR and corporate communications as part of the brewer’s larger push to increase market share.

JeffreyGroup won the business in a competitive pitch. Mexico’s CM Comunicaciones was the incumbent agency.

Heineken has charged JeffreyGroup with strengthening its positioning and visibility in Mexico, where its roots date to 1890. Doing so will include growing and supporting the brewer’s reputation using JeffreyGroup’s proprietary reputation management model.

Heineken Mexico operates seven plants and employs 16,000 people in the country. Mexican beers Tecate, Dos Equis, Bohemia and Sol, as well as the country’s hard seltzer Canijilla, are among the company’s brands.

“We are pleased to become Heineken Mexico’s strategic partner in the management of its communications in Mexico," said JeffreyGroup Mexico managing director Mauricio Gutiérrez. "We will apply our proven methodology and deep understanding of the Mexican market to develop stakeholder strategies that support Heineken’s business and reputational objectives.”