Cinco de Mayo is one of the most misunderstood holidays in the United States, usually filled with a few margaritas and deals on Mexican food, but it displays Mexico’s deep history of throwing off the shackles of colonialism and oppression.
This booze-filled day does not commemorate Mexico’s independence from Spain, which is observed on September 16. Cinco de Mayo is not widely celebrated in Mexico.
You are not alone if you believed Cinco de Mayo celebrated Mexico’s independence day. A 2020 survey from YouGovAmerica found that 41 percent of U.S. adults believed Cinco de Mayo is Mexican Independence Day, while a nearly equal 40 percent said isn’t, while another 19 percent were unsure.
Cinco de Mayo celebrates the Mexican army’s unexpected 1862 victory over France in the Battle of Puebla. When Mexico’s then-president Benito Juarez declared a temporary moratorium on the repayment of foreign debts in 1861, English, Spanish and French troops stormed Veracruz to demand reimbursement.
English and Spanish troops had withdrawn by April 1862, but the French remained in an attempt to establish a monarchy under Maximilian of Austria. Napoleon III responded by using the outstanding debt as a pretense to invade.
French troops under General Charles de Lorencez set out 6,000 troops in May 1862 to attack Puebla de Los Angeles. General Ignacio Zaragoza galvanized approximately 2,000-5,000 people to fortify Puebla and prepare for France’s assault.
Lorencez retreated after seeing dwindling numbers in his troops, and he completely withdrew his army. On May 9, 1862, President Juarez declared Cinco de Mayo a national holiday.
By 1867, French troops withdrew from the Austrian archduke Napoleon installed as the country's emperor, who was eventually captured and executed.
Puebla de Los Angeles was renamed Puebla de Zaragoza in honor of Mexico’s victory.
Cinco de Mayo gained nationwide momentum in the 1980s with advertising campaigns by beer, wine, and tequila companies. Anheuser-Busch and Miller both created their Hispanic marketing departments and began sponsoring Cinco de Mayo events, starting with a three-day festival in Los Angeles in 1989, according to Normal K. Denzin’s Symbolic Interaction. The event ended with an uproar of drunken individuals that engaged in a street brawl and fired shots at a passing car.
In 1998, Anheuser-Busch, Miller, and Coors invested $37.65 million in Hispanic advertising.
This year, Corona partnered with Uber to sponsor the “Corona de Cinco” ​campaign which includes promotions, prizes, and a $25 digital Gift Card. Smirnoff Vodka dipped into the Cinco de Mayo marketing by partnering with two chefs to create a handful of new recipes that pair with Tamarind and Poco Pico products. The campaign features vivid colors and a range of Smirnoff products inspired by Mexican flavors.
