Beer companies turned Cinco de Mayo into a mass consumer event in the 1980s

In 2013, consumers reportedly purchased more beer on Cinco de Mayo than on Super Bowl Sunday or St. Patrick's Day

Beginning in the early 1980s, breweries positioned Cinco de Mayo as a "Mexican St. Patrick's Day," sponsoring events and targeting Latino consumers. Anheuser-Busch and Miller created Hispanic marketing departments, while Coors spent over $60 million marketing to Latino consumers.

Why Cinco de Mayo is more popular in the US than Mexico

Many in the United States believe Cinco de Mayo (celebrated annually on May 5) is Mexico's equivalent of the Fourth of July, but that's a common misconception: The holiday commemorates a battle in the fight for independence rather than the day Mexico declared independence. Interestingly, the holiday is more celebrated in the US than in Mexico, largely thanks to the Chicano Movement of the 1960s and 1970s.

The long history of alcohol and sports

Spectators have long enjoyed alcohol at sporting events, dating back at least to ancient Rome. This article unpacks how companies leveraged this history to make beer a central part of sporting events and masculine culture.

Total per capita US consumption of beer has dropped 30% since the 1980s

Between 2011 and 2021, AB InBev and MolsonCoors (two of the leading beer parent companies in the US) experienced a combined 17% drop in US market share. Budweiser parent company AB InBev has focused on premiumization and diversifying their product offerings in recent years to combat the losses.

Cinco de Mayo holiday celebrations originated with California's Mexican Americans during the Civil War

California Latinos first celebrated Cinco de Mayo in 1862 through patriotic assemblies called Juntas Patrióticas. Ardent Union supporters, these individuals saw the Puebla victory as a win for democracy against both French imperialism and the Confederate cause.

From 1989 to 2022, Anheuser-Busch had exclusive alcohol ad rights to the Super Bowl

That meant if an alcohol company was not owned by Anheuser-Busch (and later after the merger, AB InBev), it could not advertise during the Super Bowl. This monopoly was part of how Budweiser became known for its Clydesdale Super Bowl ads.

Bud Light was created to compete in the lower-calorie light beer market

Arguably sparked by Miller Lite's successful 1975 launch, Anheuser-Busch rolled out Bud Light in 1982. The brand faced controversy in 2023 after a sponsorship deal with transgender influencer Dylan Mulvaney, sparking a Bud Light boycott.

The long history of an ancient Andean beer made from corn

And often chewed before brewed. From dank chicherias in small towns to gourmet big-city restaurants catering to tourists, the traditional fermented-corn beverage chicha is still being drunk throughout the Andes. Read more here.

How one Portland dive bar helped drive Pabst Blue Ribbon's comeback

In 2004, the Washington Post reported on the resurgence of Pabst Blue Ribbon, recast as a hip alternative to bigger-label brews, and said its comeback was thanks to Lutz Tavern in Portland, Oregon, which sold the beer for $1 a can.

Oktoberfest generates over $1B every year

As one of the largest festivals in the world, Oktoberfest is an economic mainstay for Munich. Analysts estimate the annual beer fest contributes at least $1.4B in revenue to the city alone, accounting for roughly 2% of the city's gross domestic product.

August A. Busch, Sr. was gifted a six-horse Clydesdale hitch to celebrate Prohibition’s end

This helped reveal the marketing power of a horse-drawn beer wagon, so it invested in a second six-horse Clydesdale hitch. The Clydesdales soon went to New York, where they drew a crowd of thousands en route to the Empire State Building. Anheuser-Busch even gifted a case of Budweiser to New York Governor Alfred E. Smith in thanks for his help in the fight against Prohibition.

Unlike its Mexican counterpart, American Coca-Cola contains high-fructose corn syrup rather than sugar

There are a few reasons why American Coke turned away from sugar in the 1980s, but none of them are related to consumer health. This Reader's Digest article breaks down the history behind Coke's recipe change, explaining why the company continues using high-fructose cough syrup.

Jimmy Carter signed a 1978 bill that legalized home brewing, a move credited with kick-starting the craft beer industry.

Budweiser stores yeast derived from the original 1800s strain in a secret bunker, which only the Head of Yeast Management can access—not even the CEO

Fast-casual restaurant Chili's is experiencing a resurgence, with its parent company recently reporting a nearly 32% increase in sales, thanks to passionate Gen Z fans on TikTok.

The ubiquitous 1990s “Got Milk?” ad campaign was intended to fix milk’s dwindling popularity in the late 20th century

Despite its success in spreading the word about milk, the sales numbers weren’t quite as impressive. This Mental Floss article details the marketing efforts themselves, as well as how milk lobbyists didn’t necessarily succeed despite their revolutionary ads.

See how Budweiser's famous Clydesdales spend their days at Warm Springs Ranch, where roughly 70 to 80 of the beer brand's giant horses can be found at any given time.

Some cemeteries in Mexico are known for their elaborate Day of the Dead celebrations

While most events are small and local, several cemeteries draw tourists from around the country and the world. Mexico City, in particular, is home to the graves of multiple famous artists and musicians who attract crowds.

Many dot-com companies spent some investor money on expensive parties

Parties hosted by dot-com companies were known to be extravagant and expensive. Technology companies in the Bay Area hosted between 15 and 20 parties a week on average, which cost between $30K and $50K on average.

How Guinness became a social media trend

In early 2024, an unexpected meme emerged on Instagram and TikTok: "splitting the G," where Guinness drinkers would attempt to take a first sip big enough to leave the remaining beer perfectly aligned with the middle of the "G" on a Guinness pint glass. This Vinepair article explores where the trend came from and how it took off.

Cookout and barbecue culture boomed in post-war 1950s America

Magazines like "Life" fueled the outdoor cooking craze, and by 1955, barbecue had grown into a $100 million industry. American Studies scholar Kristin L. Matthews explains that the trend fit neatly with Cold War-era consumerism and the emphasis on home ownership.

Why TikTok loves fast-casual restaurant Chili's

The company noticed TikTokers posting enthusiastically about its food and began partnering with creators on the platform. The videos include mukbangs, a South Korean trend in which users eat a massive amount of food, and #cheesepulls, where Chili's mozzarella sticks are stretched to their limits.

A deep dive into the man behind ballpark nachos

Nachos were invented in Mexico in 1943, but "ballpark nachos" (featuring liquid cheese and pickled jalapenos) were invented in 1976 for the Texas Rangers, then a relatively new franchise. This Texas Monthly piece digs into the history of Frank Libreto, who realized classic nachos could be a cost-efficient concession with just a few small tweaks.

Every Halloween, one Texas bar transforms into Moe's Tavern

Nickel City, a bar in Austin, Texas, dons a costume once a year, turning itself into Moe's Tavern, the watering hole that figures prominently in "The Simpsons." The menu features themed drinks, including "The Bart vs. Australia" and "The Spicy Marge."

In the 1960s, eateries started using discounted drinks (and sometimes food) as a marketing tactic to make money during off-peak hours

Today, we know happy hours as a time where bars and restaurants offer discounted alcoholic beverages (and sometimes even food or non-alcoholic drinks) in order to attract customers during off-peak hours. But originally, the term “happy hour” didn’t involve alcohol at all.

CostCo's low-cost hot dogs: The strategy of 'loss leaders'

Wholesale food distributors like Sam's Club, BJ's, and CostCo place a premium on cutting costs for their consumers to cultivate brand loyalty. Enter CostCo's enduring $1.50 hot dog and soda combo. It's a classic example of a so-called "loss leader," a product a company loses money on but which keeps customers coming back for more. Learn the history of wholesalers and how selling over 200 million hot dogs in a year builds CostCo's brand.

How the Montreal Protocol made CFCs the most valuable Miami contraband after cocaine

Following the 1990s production ban, smugglers flooded Miami with illegal chlorofluorocarbons used in air conditioning. A 15-kilogram cylinder bought for $70 in Europe could sell for $242 in the US, fueling multimillion-dollar black-market trade. (Some users may experience a paywall.)

Tequila is uniquely prone to busts, as agave plants take 6 years to grow

Most liquors derive from products that are grown annually and age in barrels for years, like whiskey and wine. Tequila comes from blue agave plants in Mexico, which require six years of cultivation before they can be processed. This makes tequila particularly prone to speculative bubbles, like the one occurring in the mid-2020s.

Advent calendars have become a major seasonal driver for brands

Companies now treat Advent calendars as key holiday products, expanding production as demand surges across categories. Retail data shows beauty and self-care calendars consistently rank among the most popular, as some brands report selling out yearly, and retailers order months in advance.

The most expensive ad of all time was for Chanel No. 5 perfume and cost roughly $33M to produce in 2004—about $57M in today's dollars.

Mid-century modern graphic designers, known for their bright colors and bold lines in advertising, also found success with children's books.

See a 3D reconstruction of Tenochtitlan, the Aztec capital that was home to an estimated population of 200,000 to 400,000.

A 2019 Facebook event called on attendees to "Storm Area 51, They Can't Stop All of Us," resulting in countless memes, the creation of a music festival, and eventually the arrests of those who did try to approach the area.

The US first hosted the World Cup in 1994, a tournament that lives in soccer infamy for its poor planning and the murder of Colombian player Andres Escobar, who'd accidentally scored on his own net.

Dozens of S&P 500 stocks, including Coca-Cola and Walmart—known as the dividend aristocrats—have increased dividends every year for 25 years

A century of Billboard issues documenting the evolution of popular music.

At the beginning of the 20th century, a group of young men ate standard American food—replete with food additives like borax and formaldehyde—as part of government research to better understand food safety.

Netflix profits when you're not watching, and its movies are designed that way—read a detail-rich critical essay exposing lesser-known Netflix takes

Sears sold DIY house kits starting at $600 in its famous catalog from 1908 through the 1940s, resulting in roughly 10,000 'Sears and Roebuck houses' being built.

US consumers collectively owe more than $1T to credit card companies—almost as much as they owe in auto loans.

Up to a million Girl Scouts sell about 200 million cookie boxes every spring, generating $800 million, largely because refusing a child is frowned upon

The distributor behind 'Rocky Horror' pulled the film from its scheduled national release, believing it would be a failure, though it eventually amassed a dedicated fanbase through midnight showings, a trend that continues over 50 years later.

Memecoins are a type of cryptocurrency—a form of digital currency with a wide variety of uses—created around popular 'memes,' or viral internet jokes.

See how fireworks are made and learn how metals like magnesium and copper are responsible for different colors.

El Niño, Spanish for 'the boy,' was named after Jesus Christ because the phenomenon resembled the weather changes observed around Christmastime.

Long before Major League Baseball began allowing instant replay for balls and strikes, an umpire reluctantly used the technology to determine whether a hit was a home run, a move that inadvertently ushered in a new era for the sport.

The use of fungi to detoxify land and water—a process known as mycoremediation—has been used to clean up natural resources affected by the 2025 California wildfires.

The 1987 Nintendo video game 'Stadium Events' isn't known for being particularly fun, but its scarcity has made it a highly sought-after item that has sold for up to $35K at auction.

Quincy Jones' 'Big Band Bossa Nova' helped introduce bossa nova—a jazz-influenced Brazilian genre—to the US

Hotels in Cannes, the glamorous city on the French Riviera, hire hawks to ward off seagulls during the city's famous film festival.