Cinco de Mayo, often misunderstood as Mexican Independence Day, actually commemorates the Mexican army’s victory over French forces at the Battle of Puebla on May 5, 1862. While a significant date in Mexican history, its popularity has surprisingly surged in the United States, transforming into a major celebration, particularly within Mexican-American communities and beyond.
The rise of Cinco de Mayo’s prominence in the U.S. began in the 1960s, intertwined with the Chicano Civil Rights Movement. Mexican-American activists embraced the date as a symbol of pride in their heritage. This celebration of cultural identity gained further momentum in 1989 when Mexican beer importers, notably Modelo and Corona, launched targeted advertising campaigns. Initially aimed at Latino communities, these campaigns broadened to reach a wider American audience through television and print media. Today, even Corona’s website features a “Countdown to Cinco de Mayo,” illustrating the extent of its commercialization.
This marketing success has been remarkable, sometimes overshadowing the holiday’s original context. Nielsen research indicated that in 2013, Americans spent over $600 million on beer for Cinco de Mayo, surpassing spending for Super Bowl or St. Patrick’s Day. This commercial aspect has drawn criticism, with some observers pointing out the cultural stereotypes it can perpetuate.
Academic David Hayes-Bautista, in his 2012 book El Cinco de Mayo: An American Tradition, argues that the holiday, as celebrated in the U.S., is a “false holiday invented recently by beverage companies.” He highlights the disconnect between the modern festivities and the historical significance, expressing concern that the day’s meaning has been diluted to mere commercialism. “It’s like the Fourth of July just became about beer and hot dogs,” Hayes-Bautista noted, drawing a parallel to another national holiday potentially reduced to its most consumerist elements.
The evolution of Cinco de Mayo in the United States, from a symbol of cultural pride to a highly commercialized event, represents a fascinating and somewhat uneven cultural phenomenon. It underscores how a date rooted in Mexican history has been reinterpreted and amplified within the American context, for reasons far removed from its original commemoration.
