As an expert sommelier and brewer, I can provide some insights on the origins of Cinco de Mayo and its association with Corona beer. It is important to note that Cinco de Mayo is not a Mexican Independence Day, as many people mistakenly believe. Instead, it commemorates the Mexican army's victory over the French forces at the Battle of Puebla on May 5, 1862.
The celebration of Cinco de Mayo has its roots in Mexican American communities in the United States, particularly in the state of California. It began as a way to honor Mexican heritage and culture, and over time, it gained popularity and spread across the country.
In the late 1980s, the Gambrinus Group, a company based in San Antonio, Texas, became the regional importers of Corona beer and Grupo Modelo products. They saw an opportunity to promote their Mexican beer brands by capitalizing on the growing popularity of Cinco de Mayo celebrations in the U.S.
In 1989, Gambrinus Group launched a Cinco de Mayo themed advertising campaign, encouraging Mexican Americans who were already celebrating the holiday to make it a priority to drink Mexican beer. The campaign aimed to associate Corona and other Grupo Modelo brands with the festive spirit of Cinco de Mayo.
The timing of the campaign was strategic, as it capitalized on the increasing popularity of Cinco de Mayo celebrations in the U.S. and the growing interest in Mexican culture. The campaign resonated with consumers, and the association between Cinco de Mayo and Mexican beer became more prominent.
However, it is important to note that Cinco de Mayo existed as a cultural celebration before the Corona beer campaign. The Gambrinus Group simply seized the opportunity to market their products during this festive period.
Since then, Cinco de Mayo has become heavily commercialized, with various brands and companies using the holiday as a marketing tool. While the association between Cinco de Mayo and Mexican beer, particularly Corona, has become prevalent in popular culture, it is essential to recognize the historical and cultural significance of the holiday beyond its commercialization.
While the Gambrinus Group's Cinco de Mayo themed ad campaign in 1989 played a role in popularizing the association between the holiday and Mexican beer, it did not create Cinco de Mayo itself. Cinco de Mayo has its roots in Mexican American communities and commemorates a significant historical event. The marketing campaign simply capitalized on the existing celebration and helped solidify the association between Cinco de Mayo and Mexican beer in popular culture.