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Mexico fines Coke, bottlers

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Pepsi’s antitrust complaint brings $54 million levy

Mexico’s antitrust commission has hit Coca-Cola and its bottlers with a $54 million fine in response to 5-year-old complaints by rival Pepsico that it used exclusive deals with stores to shut out competitors.

If it sticks, the fine would be one of the largest ever levied against the Coke system for anti-competitive violations.

Coke said it plans to appeal. If the company loses, it will be responsible for about $1 million of the fine. Six bottlers are responsible for the rest, and each would decide on its own whether to appeal, said Coke spokesman Ben Deutsch.

Pepsi’s complaints in Mexico, which Coke has repeatedly denied, were first registered in 2000.

In February 2002, the country’s La Comision Federal de Competencia ruled against Coke. However, that ruling was overturned because of a procedural issue. The most recent ruling and fine, which were issued Friday, stemmed from the second investigation.

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