The Celebration of Cinco de Mayo: A Result of Marketing Confusion

Cinco de Mayo is just around the corner, but do you know what this holiday actually celebrates? Contrary to popular belief, Cinco de Mayo does not mark Mexico’s independence from Spain. Instead, it commemorates the Mexican army’s victory over France at the Battle of Puebla on May 5, 1862, during the Franco-Mexican war.

President of Mexico Benito Juárez led a group of 2,000 men, many of whom were indigenous Mexicans or of mixed ancestry, to face off against 6,000 French troops in Puebla. Despite being outnumbered and lacking heavy artillery, Juárez’s men emerged victorious, forcing the French to retreat. This victory was a significant moment for the Mexican government and fueled the resistance movement.

The confusion surrounding Cinco de Mayo’s significance can be traced back to a marketing campaign in the 1980s. Beer companies like Anheuser-Busch, Miller, and Coors rebranded the holiday as a “Mexican St. Patrick’s Day” to capitalize on the growing Mexican consumer base in the United States. Coors alone spent over $60 million in marketing to Latinx consumers, leading to a surge in beer sales on Cinco de Mayo.

Today, Cinco de Mayo has become one of the biggest days for beer sales in the U.S., with commercial sales increasing significantly during the holiday week. While some may view Cinco de Mayo as just an excuse to drink, others celebrate by enjoying Mexican food and margaritas.

As companies continue to capitalize on culturally-specific observances like Cinco de Mayo, it is essential for them to consider the significance behind these holidays and avoid performing empty gestures without real purpose or action. So, as you celebrate Cinco de Mayo this year, take a moment to reflect on the history and significance of this important Mexican holiday.