Exhibit 10.1

AGREEMENT REGARDING PRODUCTS

Pursuant to Section 3.4(b) of that certain Importer Agreement by and between EXTRADE II, S.A. de C.V. and CROWN IMPORTS LLC dated as of January 2, 2007 (the “Importer Agreement”), the parties agree to update the list of trademarks set forth on Exhibit A to the Importer Agreement, effective on and after January 1, 2011 (the “Effective Date”), by adding those trademarks set forth on Exhibit A hereto to the list of trademarks on Exhibit A of the Importer Agreement.

Pursuant to Section 2.2 of that certain Sub-License Agreement by and between MARCAS MODELO, S.A. de C.V. and CROWN IMPORTS LLC dated as of January 2, 2007 (the “Sub-License Agreement”), the parties agree to update the list of trademarks set forth on Exhibit A to the Sub-License Agreement, effective on and after Effective Date, by adding those trademarks set forth on Exhibit A hereto to the list of trademarks on Exhibit A of the Sub-License Agreement.

Pursuant to Section 5.5 of the Importer Agreement, the parties agree to change the Prices of Products effective on and after [****], and to replace the Exhibit B to the Importer Agreement in its entirety with Exhibit B attached hereto.

IN WITNESS WHEREOF, the parties have executed this Agreement Regarding Products on this 28th day of October, 2010, to be effective on the Effective Date.

[****] Confidential treatment has been requested for portions of this exhibit. The copy filed herewith omits information subject to the confidentiality request. Omissions are designated with brackets containing asterisks. As part of our confidential treatment request, a complete version of this exhibit has been filed separately with the Securities and Exchange Commission.

EXHIBIT A

ADDITIONAL TRADEMARKS

EXHIBIT B

PRICING FOR PRODUCT LINE¹

Prices

CORONA EXTRA (packaged in bottles)

- 2 -

- 3 -

CORONA EXTRA (packaged in cans)

- 4 -

CORONA LIGHT (packaged in bottles)

- 5 -

CORONA LIGHT (packaged in cans)

CORONA FAMILIAR (packaged in bottles)

- 6 -

NEGRA MODELO (packaged in bottles)

NEGRA MODELO (packaged in kegs)

- 7 -

MODELO ESPECIAL (packaged in bottles)

- 8 -

MODELO ESPECIAL (packaged in cans)

- 9 -

MODELO ESPECIAL (packaged in kegs)

- 10 -

PACIFICO (packaged in bottles)

- 11 -

PACIFICO (packaged in kegs)

PACIFICO BALLENA (packaged in bottles)

² [****]

³ [****]

- 12 -

CORONITA EXTRA (packaged in bottles)

- 13 -

CORONITA LIGHT (packaged in bottles)

VICTORIA (packaged in bottles)

VICTORIA (packaged in kegs)