F*ck Cinco de Mayo: But If We Gotta Celebrate It, Let’s Do It Authentically. Here’s Why and How 

This is a guest post from BELatina, one of our favorite Latino news, culture, and arts websites. This will be an ongoing editorial partnership series, so make sure to check back in soon. 

Ah, Cinco de Mayo — the holiday that’s as authentic as a $5 sombrero from the dollar store. Yet, amidst the sea of cheap margarita mix and tacky sombreros, there’s a tale of valor and defiance that often gets drowned out by the clinking of beer bottles. So, in a Cinco editorial partnership between BELatina and Familia Kitchen, we’re here to peel back the layers of this made-up holiday — complete with authentic recipes straight from the heart of Mexico. 

Let’s rewind a bit. Back in the 1980s, Anheuser-Busch and Miller Company saw an opportunity to tap into the Latino market by slapping sombreros on their ads and shouting “¡Salud!” Cue the birth of Cinco de Mayo as we know it today — a marketing ploy disguised as a cultural celebration.  

Fast forward to 2009, and beer companies were dropping more cash on Spanish-language ads than most people spend on rent in a lifetime. According to Business Insider, these companies spent $171-million bucks on Spanish language advertising that year. This, however, led to a drunken mess – pero quien los manda.  

Though Anheuser-Busch started this “trend” — and saw increased sales in its beers for years, it’s no longer a leader in sales. Today, Modelo, which is owned by Constellation Brands, is on top of beer sales. In fact, in 2023, Modelo Especial became the best-selling beer in the United States. Please note that Modelo is brewed in Mexico and distributed by Constellation Brands. So, Mexico wins year-round in the beer industry. 

Despite its problematic inception of promoting drinking alcohol excessively, this day continues to push through and make its rounds year after year. It’s no wonder Cinco de Mayo became the Super Bowl of drinking holidays, with more tequila shots flowing than the Rio Grande after a heavy rain.  

(Mi gente, please drink responsibly, always. We are smarter than that.) 

But the History! How Did Cinco Start?

But let’s not forget the real reason behind Cinco de Mayo. It’s not just about the discounted prices of tacos on Cinco de Mayo weekend – although that’s certainly part of the fun. No, it’s about commemorating the unlikely victory of the Mexican army over the French at the Battle of Puebla in 1862.

Led by General Ignacio Zaragoza, these underdogs proved that with enough grit and determination, anything is possible – even taking down a military powerhouse like France. And while the victory may have been short-lived, its legacy lives on as a symbol of Mexican resilience and defiance against foreign invaders. 

Here’s where things get interesting. While Cinco de Mayo may be a minor holiday in Mexico, it’s become a cultural phenomenon in the United States –— and for good reason.  

With Latinos making up the largest minority in the U.S., Cinco de Mayo has evolved into a celebration of Mexican-American pride and heritage. Hey, it gives people from the United States, especially the gringos, the opportunity to celebrate Mexicans rather than berate and demonize them as they have done historically. (And well, that still happens to this day – which is not okay.) It’s also a chance for communities to come together and honor Mexican culture (regardless of whether its roots are truly Mexican.) We can always appreciate tacos and beverages – and more so when they embody the quality true Mexicans love.  

And speaking of cuisine, that’s where BELatina and Familia Kitchen come in. We’ve partnered up to bring you authentic recipes straight from the streets of Mexico – none of that watered-down margarita mix or pre-packaged guacamole nonsense. We’re talking tacos de lengua, tacos de trompo, and all the mouthwatering flavors that Cinco de Mayo tries to celebrate.

Try the drinks and dishes in this Familia Kitchen’s Cinco de Mayo recipes roundup to up your Cinco de Mayo game. Somehow, we think plenty of people will need this.

As you gather with friends and family this Cinco de Mayo, take a moment to reflect on the true meaning of the holiday. If you are non-Latino, we implore you to celebrate Mexicans authentically, with respect and reverence for their history and culture. Now that’s something we’d cheer to with a tequila toast. ¡Salud!

Familia Kitchen is partnering with BeLatina, one of our favorite Latino news, culture, and arts websites, in a monthly editorial series connecting culture and food. We kick off today with a look at the complicated history of Cinco de Mayo, how this fake holiday became a thing in the U.S., and how to keep your Cinco fiesta real with authentic dishes from Familia Kitchen’s community of family-famous Latino homecooks.

Go deeper into the history and food of Cinco de Mayo at BELatina and FamiliaKitchen.com.