Often celebrated with too many tacos and too much tequila, there is little doubt that Cinco de Mayo has become a full-blown American holiday. Perhaps better known as "Cinco de Drinko", here is a little information on the companies who used marketing to turn Cinco de Mayo into an American holiday.
Cinco de Mayo wasn't always as big as it is today. In fact, it wasn't until the 1980s that beer companies really started to capitalize on the growing hispanic market in the states. Anheuser-Busch and Miller Company developed an expert team to market their beers to those celebrating the holiday. The company began sponsoring Mexican holidays (such as Cinco de Mayo)-- and thus, it stuck.
But the American celebration of Cinco de Mayo has not always been happy either. A party in the late 80’s sponsored by Anheuser-Busch and Miller turned into a drunken riot. Latino activists went as far as to say that the beer companies were pushing a legal drug on Latin American citizens.
While this incident may have temporarily slowed the push for sponsoring Mexican holidays, beer companies have rebounded. In 2009, beer companies spent $171 million on Spanish language advertising. You also can’t walk into a local grocery store without seeing Corona or Tecate, traditional Mexican beers, on sale for the upcoming holiday celebration.
Restaurants, especially Mexican restaurants, are notorious for capitalizing on Cinco de Mayo celebrations. Whether it's making a Taco Tuesday or Tequila, Beer, and Margarita special, many restaurants offer special deals to bring people in for the holiday. Looking past the good times, these incentives are a successful marketer's dream.
If you’re from a border city like San Diego, or have ever visited a border city over Cinco de Mayo, you've probably noticed that it isn’t only the bars and restaurants that encourage the alcohol-filled fun. Cities themselves are also in on it.
Historic Old Town San Diego always has some type of festivity lined up for the holiday. This year, Old Town will be having its 32nd Annual Fiesta for Cinco de Mayo that will include three music stages, a cantina garden, a low rider car show, historical demonstrations, an equestrian show, and more to celebrate on May 2nd and 3rd. These cities capitalize on the holiday and advertise it as a can’t miss event!
How are you planning on celebrating Cinco de Mayo this year? We’d love to hear about your party plans and your opinion on how marketing transformed this Mexican holiday. Comment below!