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.

On The Border welcomes back diners

For On The Border, Cinco de Mayo has been happening for a while already. The restaurant chain since April 7 has been offering $3 beer specials and $5 bar snacks every Thursday through May 5, where those specials are to be joined by $5 Grande margaritas.

And while the pandemic was far from ideal for On The Border, Ramey noted the event forced the company to figure out how to export its brand of hospitality to consumers’ homes. Today, she said, Cinco de Mayo is among the chain’s biggest events for its in-store staff and for its catering.

Modelo's 'Cinco Auténtico'

Mindful of Cinco de Mayo becoming less of a reflection of Mexican heritage and more of an excuse for people to party, the beer brand Modelo has launched an online marketplace where fans can acquire party supplies created by authentic Mexican-American merchants and artisans.

“Cinco Auténtico” features seven Mexican-American artisans and merchants from around the country, whose tableware, pottery and other home décor is available via a link on the brand’s Instagram page.

“Cinco de Mayo is a time for many to celebrate, but not everyone knows how to authentically honor the holiday and its Mexican roots,” Greg Gallagher, VP, brand marketing for the Constellation Brands-owned import beer, said in a statement. “As a brand that’s proud of its Mexican heritage, we want to help others ‘Cinco Auténtico,’ whether it be through drinking our products or by supporting Mexican American artisans who produce festive décor. That’s why we’re so excited to introduce the Modelo Mercado.” 

Tostitos' Remix

Mexican-American actor Danny Trejo and Mexican singer Sofia Reyes join forces to inspire consumers to “remix” their Cinco celebrations in a new digital campaign for Frito-Lay’s Tostitos tortilla chip brand.

A commercial featuring the stars aims to inspire consumers to take a new approach to their snack spreads with things like a queso fountain, mariachi bands and ice sculptures. A related website provides recipes, drink suggestions and party playlists that consumers can randomly “remix” or have suggested for them by answering interactive quiz questions.

The brand is also promoting an online game, based on “Mexican bingo” encouraging consumers to undertake several TikTok challenges like salsa dancing to Reyes’ music; sharing “cheesy” pickup lines” and imitating Trejo. Participants sharing their entries can win prizes including a five-carat gold Tostitos scoop necklace and a year’s worth of Tostitos chips.

Rewind: Cinco de Mayo 2021 campaigns

Milagro's Refund

Milagro Tequila is using Cinco de Mayo’s proximity to April 15—better known as tax day—as the base for a May 5 reward to its customers.

Citing expected record delays on tax refunds to consumers this year, the brand said it would promptly reward customers who purchase its tequila, delivering $10 refunds on the tequila brand, which has items with suggested retail prices of $34.99 to $54.99. The refunds will come from the “IRS” or Milagro’s “Internal Reposado Service.” (Reposado is a term for “rested” or aged tequila).

“Tax season is never easy and finding out that there could be a longer wait to receive your refund is not the kind of news you want to celebrate,” said Jill Palais, senior brand manager of Milagro Tequila. “But–we don’t want delayed refunds to drag down Cinco de Mayo celebrations, so we’re stepping in with a small gesture to help people celebrate with the freshest, brightest 100% agave tequila—without worrying about their wallets.”

Topo Chico's virtual pawn shop

Not unlike Modelo and its marketplace, Topo Chico—the Molson Coors-owned hard seltzer brand—is playing off consumer fatigue of cliched Cinco de Mayo promotions.

The brand this year is promoting a “Swap Shop” where customers can trade in symbols of negative Cinco giveaways—fake mustaches, shot-glass necklaces, and “Cinco de Drinko” t-shirts, for example—in exchange for a rebate offer on Topo Chico products.

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“The only thing that should be cheesy about Cinco de Mayo is the queso, so Topo Chico Hard Seltzer is stepping in to do something about all those cheap, stereotypical party accessories,” Matt Escalante, VP of hard seltzers at Molson Coors Beverage Co., said in a press release.

Fans can swap photos of such merch at a pawn-shop-like website, or do so in person at a pop-up shop in New York May 4 and 5. The rebate—up to $40 per household—is valid on 12-packs of Top Chico Margarita.

Free delivery, new steak at Chipotle

If you’re celebrating Cinco de Mayo at home, Chipotle Mexican Grill will bring the food, offering free delivery all week for customers ordering online and using the DELIVERY code at checkout.

Chipotle’s customers in the Denver, Indianapolis, and Orange County, California markets are getting another perk—a chance to try a new menu item for the first time. Staring today, 102 restaurants in those markets will debut Garlic Guajillo Steak, a new grilled steak seasoned with garlic and guajillo peppers, bringing a new kick to the restaurant’s steak-based dishes. Chipotle said the item would be available for a limited time.

Speaking to analysts in an earnings conference call last week, Chipotle CEO Brian Niccol said the company has made menu innovation a priority, saying new and limited-time items—between two and three every year—drive brand buzz, attract new diners and draw additional visits from existing customers. Recent launches include smoked brisket and pollo asado chicken; reaction to the latter item, available for a limited time beginning in March, was “outstanding,” Niccol said.

Chipotle has “a lot of room” to pursue other new items, Niccol said, “and we’re continuing to work hard on trying to figure out a dessert option.” That could provide a kick to average tickets in a manner similar to the chain’s add-on guacamole option, which Niccol said now accompanies 50% of all Chipotle orders.

Uber Eats deal on margaritas to go 

Uber Eats is offering to bring the party to your home in a collaboration with Cointreau, the French-made orange liqueur that is an ingredient in margaritas.

The food delivery brand today launches The Margarita Market, a dedicated in-app hub on Uber Eats offering a $45 bundled cocktail kit that includes fresh lime juice, a cocktail shaker and jigger, bar glasses and Terrazzo coasters; flake salt, Tajin, the Mexican spice blend; and garnishes. Customers can separately order Cointreau and tequila from the market.

The Margarita Market will be available for Uber Eats users in New York, Los Angeles, Miami, Austin, Chicago, San Francisco and Washington.

Uber Eats is also bringing a food truck—a drink truck, actually—to the Row in Los Angeles and Brooklyn’s Domino Park this week, offering complimentary margaritas and cocktail kits to go.

Don Julio honors influential Mexicans

Perhaps this year’s most authentic nod to Mexican heritage comes from the tequila brand Don Julio, which is commemorating the 80th anniversary of its founding May 5 by publishing a list of 80 Mexicans shaping contemporary culture.

The Tequila Don Julio 80—publishing on Time.com—will feature a range of notable figures including fashion designer Victor Barragán; activist Saskia Niño de Rivera; journalist Lydia Maria Cacho; singer-songwriter Sofia Reyes; DJ Eric Dlux; artist Claudio Limón and bartender Julio Xoxocotla. The honorees were chosen not because of their fame, the brand said, but because they pursue their passions “for the love” of them, or as the campaign’s tagline puts it in Spanish, Por Amor.

Don Julio González, who created the original tequila that the brand is based on as a 17-year-old entrepreneur in 1942, represented the same qualities, the campaign relates. The Don Julio brand was created by González and introduced for the first time in 1987. Today the brand is owned by Diageo.

“I am incredibly proud of my Mexican roots and heritage—it’s the core of who I am,” Sofia Reyes said in a statement. “Tequila Don Julio has been the staple tequila in my family and my culture for generations so I couldn’t be more honored to be partnering with a brand that is helping to drive our culture to bigger places. ‘Por Amor’ is my life’s mantra and to be included alongside other Mexicans who also have so much love for what they do, is a remarkable recognition.”