Cinco de Mayo: Beyond the Beer Commercials

You're relaxing at home when a commercial breaks through your show—it's a beer ad hyping Cinco de Mayo! But why is a U.S. beverage company promoting a Mexican holiday? Let’s explore the origins, how alcohol became linked to the celebration, and how to enjoy it without drinking.

What Is Cinco de Mayo?

Cinco de Mayo (Spanish for "fifth of May") marks Mexico’s victory over French forces at the Battle of Puebla on May 5, 1862. It’s not Mexico’s Independence Day (that’s September 16), but rather a commemoration of an important military win.

Today, Cinco de Mayo is more widely celebrated in the United States than in Mexico. Originally a way to honor Mexican-American heritage, it has increasingly become associated with alcohol—especially beer and tequila. So how did that happen?

How Alcohol Took Over Cinco de Mayo

What began as a cultural celebration has turned into one of America’s biggest drinking days—and one of the most heavily marketed occasions for alcohol sales. The connection is no accident.

Beer and tequila companies saw an opportunity and launched aggressive marketing campaigns to tie Cinco de Mayo to drinking. Anheuser-Busch, which owns several Mexican beer brands, was among the first to sponsor the holiday. According to industry reports, Cinco de Mayo now ranks among the top 10 days for U.S. beer sales.

How Advertising Influences Drinking Habits

Research shows that alcohol ads have a powerful effect on consumer behavior:

• People are five times more likely to drink brands advertised on TV compared to unadvertised ones.
• Magazine alcohol ads increase the likelihood of consumption by 36%.
• Non-drinkers are significantly more likely to start drinking after seeing alcohol ads.

These findings help explain how Cinco de Mayo became so strongly linked to alcohol consumption.

The Risks of Holiday Drinking

Alcohol always carries health risks, but Cinco de Mayo drinking brings specific concerns:

• Beer can raise cholesterol and is high in calories.
• Tequila is absorbed quickly, causing rapid changes in body temperature.
• Margaritas often contain high amounts of sugar and salt.

The holiday also sees increased binge drinking, which multiplies health dangers. Additionally, critics argue that using Mexican culture to promote excessive drinking raises ethical questions.

Celebrate "Sober de Mayo"

You can fully enjoy Cinco de Mayo without alcohol. Try these refreshing non-alcoholic drinks:

• Non-alcoholic beer
• Alcohol-free margaritas
• Virgin micheladas
• Non-alcoholic palomas
• Agua fresca
• Horchata
• Mexican hot chocolate

Other Ways to Honor the Day

Focus on cultural appreciation instead of drinking:

• Cook authentic Mexican dishes like mole and fresh tortillas
• Learn Spanish phrases—it's great for brain health
• Try Mexican crafts like making colorful paper garlands

Final Thoughts

Understanding Cinco de Mayo’s true meaning helps us celebrate more mindfully. By resisting alcohol marketing and choosing sober celebrations, we honor both Mexican heritage and our own wellbeing. Quitemate can be a helpful tool for those exploring alcohol-free alternatives and building healthier habits.