Credit: Don Julio This Cinco de Mayo, branding around happy hours and celebrations come with a side of purpose. The restaurant industry has been one of those hardest hit during the pandemic, and brands are taking the opportunity to help by enticing people to order from restaurants and to tip their servers and delivery drivers. Cinco de Mayo coincides with dining restrictions being lifted in cities across the country. But restaurant reopenings come after a loss of 8 million jobs and $280 billion in sales in the industry in 2020, according to the National Restaurant Association. As such, Cinco de Mayo—the commemoration of a victory by the Mexican army over French troops in 1862 and usually a laid-back holiday—has become a way for brands, and especially alcohol brands, to support the struggling restaurant industry, one they also depend on for business.