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Year of the Golden Rat!

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Cinco de Mayo commemorates the Mexican army's 1862 victory over France at the Battle of Puebla during the Franco-Mexican War that took place from 1861-1867. Specifically, it marks the day when General Ignacio Zaragoza and a group of 2,000 ill-supplied Mexican soldiers defeated Charles Ferdinand Latrille, Comte de Lorence after French forces attack Puebla de Los Angeles, a small town in east-central Mexico. Five hundred French soldiers were killed in the battle; fewer than 100 Mexican soldiers were killed.

In 1989 the San Antonio based Gambrinus Group, who were the regional importers of Corona and Grupo Modelo, launched a Cinco de Mayo themed ad encouraging Mexican Americans already celebrating the holiday to make it a priority on this day to drink Mexican beer. The campaign took off.

What occurred in only eight short years was the holiday solidifying itself more as a time to drink Corona than a time to acknowledge the deep connection America and Mexico share. By 1996, consuming Corona as a way to celebrate Cinco de Mayo was the core way most people acknowledged the holiday’s existence, a huge victory for the Corona marketers.

According to Nielsen, the market research company, Americans bought more than $600 million worth of beer last year for Cinco de Mayo. That's more beer than was sold for the Super Bowl or St. Patrick's Day.