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

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

Starting in the early 1980s, breweries including Anheuser-Busch, Miller, and Coors created Hispanic marketing departments and sponsored Cinco de Mayo events. By 2003, American beer companies spent over $5M annually on Cinco de Mayo advertising. Some users may experience a paywall.

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.

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 is a regional holiday concentrated in Puebla and celebrated with local cuisine

Puebla is considered by many food experts to be an excellent culinary destination. Traditional dishes you may find there on Cinco de Mayo include mole poblano, a complex, dark sauce born in a 17th-century convent; chalupas, fried tortillas topped with salsa and meat; and chiles en nogada, stuffed peppers topped with walnut sauce and pomegranate seeds.

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 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.

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.

The film ‘Coco’ sparked global interest in the Day of the Dead

The holiday figures prominently in the 2017 Disney film, which inspired an uptick in Day of the Dead merchandise being carried by national chains like Target and Michaels, sold alongside Halloween merchandise.

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.

Oktoberfests take place all over the world

If you can’t make it to Munich, there are plenty of other places around the world to celebrate Oktoberfest. Cincinnati’s festival, called Oktoberfest Zinzinnati, is the largest in the US, with more than 700,000 visitors eating a (literal) ton of potato salad.

Differences in the ratio of sugars help distinguish Mexican and American Coke

Mexican Coke is sweetened with cane sugar (sucrose), which dissolves into equal amounts of fructose and glucose, whereas American Coke, which uses high-fructose corn syrup, contains more fructose than glucose.

Irish immigrants deserted the US Army to fight for Mexico

During the Mexican-American War, hundreds of Irish Catholic immigrants—facing discrimination in the US Army—defected to Mexico and formed the Saint Patrick’s Battalion. Though many were captured and executed, they remain honored as heroes in Mexico.

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

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.

US consumers spent $670M on snack food during Super Bowl week in 2024

According to Circana and NielsenIQ, Super Bowl week drove $670M in snack spending and 107 million pounds of food, with most fans watching at home, spending about $44 on food and drinks each.

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.

Mexican Americans have become a part of Napa's tradition

While the Napa wine world was largely homogenous for many decades, things are beginning to change. This short video highlights Mexican American winemakers in Napa, focusing on the story of Elias Fernandez of Shafer Vineyards. Fernandez began his wine journey as a migrant grape-picker and has been making wine for over 40 years. In 2008, his vintage won Wine Spectator’s Wine of the Year.

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.

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

Red and green became Christmas colors thanks to holly—and Coca-Cola

Holly's green leaves and bright red berries linked the colors to winter festivals for centuries, but Coca-Cola's 1931 Santa—painted by Haddon Sundblom in Coke-red robes—helped cement red and green as the modern Christmas palette.

Mother's Day is one of the restaurant industry's biggest days

Brunch is a popular activity for the holiday, leading to large parties, long lines, and big checks—in 2023, the National Retail Federation anticipated $5.6B spent on a meal or outing. That's made Mother's Day a notorious day for service workers, with CNN calling it "The most hated day in the restaurant industry."

Gen Z eats more Chipotle than other generations

The brand’s proficiency with social media and relatively low price point make Chipotle a favorite among younger diners. Individual assembly also makes it easy to cater to various diets.

How America's cocaine habit fueled its migrant crisis

The United States has been facing a migration crisis along its southern border. Thousands of people have been fleeing their homes in Central America, traveling north through Mexico, and claiming asylum in the USA. Much of this crisis can be traced...

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."

Integration of Latino players in MLB

The Senators’ spectacular losing record obscures one of the most important stories in baseball history: the club’s role in integrating Latino players into the major leagues

The ‘three-martini lunch’ was popularized on Madison Avenue

Advertising executives working on Madison Avenue in the 1960s and ’70s popularized the so-called “three-martini lunch” between businesspeople during the work week. Admen of the time supposedly believed alcohol brought more creativity to the second half of their workday. This article explains why three-martini lunches are no longer commonplace.

A Spanish New Year's Eve tradition is eating 12 grapes at midnight

When midnight hits, participants in Spain, as well as Mexico and some Latin American countries, are encouraged to eat a grape for each of the clock’s strikes. (We’re assuming they’ve got some nice grandfather clocks!) The tradition is intended to bring good luck in the new year. The idea is believed to have originated in the 1890s, but took off when Spanish grape farmers had a surplus harvest.

The 2023 lineup featured its first Spanish-language and K-pop headliners

As Coachella moves through its third decade, the festival is continuing to evolve, welcoming its first Spanish-language (Bad Bunny) and K-pop (Blackpink) headliners in 2023.

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.

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.

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

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.

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.

One disco producer saw 'Star Wars' four times on its opening weekend and was so inspired that he recorded the album 'Star Wars and Other Intergalactic Funk,' which produced a chart-topping single.

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

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.

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

After the Boston Tea Party, colonists switched to coffee, which became the main morning drink for revolutionaries.

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

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

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

Exploring the Larry Bird punch that almost changed March Madness

Massive 3D printers have been used to build homes by stacking layers of 'concrete toothpaste,' a fire-resistant material that effectively insulates against outside noise.

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

Explore fun facts from the USPS, including unique post office buildings, a stamp that traveled past Pluto, and more.

44% of Americans say they pray at least once a day—discover how your state's religiosity stacks up against the rest of the country.

Salvador Dalí believed he was his own dead brother, who had died nine months before he was born

Tattoos remain visible on your skin thanks to immune cells called macrophages