Only a small percentage of its celebrants may ever understand the real meaning behind Cinco de Mayo, which recognizes a 19th-century Mexican army victory in the Battle of Puebla during the Franco-American War. Even in Mexico, it’s considered something of a minor holiday.
On the other hand, nearly everyone can relate to what it’s come to represent, thanks largely to marketers of Mexican-influenced food and drinks.
“It’s a celebration of the return of Springtime,” said Edithann Ramey, chief marketing officer of On The Border Mexican Grill & Cantina, the Mexican casual dining brand. “The sun is out, the weather is nice, and it’s time to celebrate on the patio with margaritas, chips and queso.”
After two years of pandemic-compromised partying, the prospect of reopened restaurants and bars and pent-up consumer demand to socialize again promises a festive occasion.
Following are a few ways brands are celebrating Cinco de Mayo this year—some of which involve putting a new spin on the celebration.