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A late-1980s marketing campaign from the Corona beer company turned Cinco de Mayo into the day in which Americans consume the most beer, topping even St. Patrick’s Day and Super Bowl Sunday. (Shutterstock)
BUFFALO GROVE, IL — Cinco de Mayo, observed on May 5 every year, has turned into a major American celebration of Mexican heritage, but its growing popularity in recent decades has centered on something completely unrelated to the holiday's original designation.
Alcohol.
Hundreds of millions of dollars are spent on beer and other alcoholic beverages for the Cinco de Mayo holiday every year, peaking in 2018 when the holiday fell on a Saturday and coupled with the Kentucky Derby.