The Real Story of Cinco de Mayo: Why It’s $600M Beer Holiday in U.S.

Cinco De Mayo

Each year on May 5, the world turns its attention to a colorful, energetic celebration often mistaken for Mexico’s Independence Day. But Cinco de Mayo, which literally means “Fifth of May” in Spanish, has a much more specific origin—and a surprising evolution that reaches far beyond Mexico’s borders.

The Real Story Behind Cinco de Mayo

Cinco de Mayo commemorates a remarkable military victory in 1862, when a poorly equipped Mexican army led by General Ignacio Zaragoza defeated the powerful French forces at the Battle of Puebla. Though Zaragoza died of illness shortly after, and the French later occupied Mexico City, the win was a major morale boost for the Mexican resistance.

The tide eventually turned in Mexico’s favor with the end of the U.S. Civil War. The United States began supplying weapons and aid to Mexico’s Liberal forces, putting immense pressure on the French. By 1866, Napoleon III began withdrawing French troops, and Mexico regained its independence.

A Holiday Bigger in the U.S. Than in Mexico

Oddly enough, Cinco de Mayo is more widely celebrated in the United States than in Mexico itself. The earliest known celebrations in the U.S. began in Columbia, California in 1862, when Mexican miners heard the news of the victory and erupted in joy with fireworks, music, and patriotic speeches.

In Mexico, the day is largely ceremonial. In Puebla, the site of the original battle, the event is marked with military parades, reenactments, and festivals, including the Festival Internacional del Mole, celebrating the region’s famous dish, mole poblano.

Nationally, Cinco de Mayo is not a federal holiday in Mexico, but schools close and public events are held, particularly in Puebla and neighboring Veracruz. Some commemorations are also held in Mexico City, notably at Campo Marte.

From Patriotic Pride to Party Time in the U.S.

Cinco de Mayo began taking root across the U.S. in the 1940s during the rise of the Chicano Movement, which emphasized Mexican-American pride and heritage. However, it wasn’t until the 1980s that the celebration exploded in popularity—largely thanks to alcohol companies that saw marketing potential in the festive spirit of the day.

Today, Cinco de Mayo is synonymous with margaritas, mariachi bands, and folkloric dancing. Cities with large Latino populations—like Los Angeles, Houston, Chicago, and Phoenix—host major public events, parades, and concerts. In fact, Los Angeles’ Fiesta Broadway was once the largest Cinco de Mayo event in the world, drawing over 500,000 attendees in its prime.

According to Nielsen, Americans spend over $600 million on beer for Cinco de Mayo—more than they do for the Super Bowl or St. Patrick’s Day.

Recognition at the National Level

Mayo Dance

In 2005, the U.S. Congress encouraged the President to issue a proclamation recognizing Cinco de Mayo, urging Americans to honor the day with appropriate activities. Schools, community centers, and civic organizations often use the day to educate people on Mexican history and culture.

Events typically feature performances like baile folklórico, mariachi music, and traditional food tastings. Venues such as Olvera Street in Los Angeles become hotspots for vibrant cultural showcases.

Not Just North America—A Global Fiesta

Surprisingly, Cinco de Mayo isn’t confined to the U.S. and Mexico. Around the world, people have embraced the celebration as a fun way to enjoy Mexican culture, food, and music.

Here are just a few unexpected places that mark the day:

• Canada: Pubs and restaurants offer themed events, and a skydiving club near Vancouver even hosts a Cinco de Mayo jump.

• Jamaica & Cayman Islands: Celebrate with beachside parties and quirky events like air guitar competitions.

• Australia & New Zealand: Cities like Brisbane host annual Mexican festivals.

• Japan: Tokyo’s Yoyogi Park features a Latin American cultural fair that includes Cinco de Mayo.

• Europe & Africa: Cities like Paris, London, Cape Town, and Lagos hold celebrations, proving the day’s international appeal.

A Misunderstood Holiday with Lasting Impact

Despite its widespread recognition, Cinco de Mayo is often mistaken for Mexico’s Independence Day, which is actually on September 16. That day marks the start of the Mexican War of Independence in 1810, not the Battle of Puebla.

Still, Cinco de Mayo remains a powerful symbol of resistance, cultural pride, and the unique ties between Mexico and the United States. Whether you’re raising a glass, watching a parade, or enjoying a plate of enchiladas, it’s a day to celebrate resilience—and the rich contributions of Mexican culture to the world.