Booze Clues
by admin ~ April 30th, 2008. Filed under: DJ Blog.Origins of the Cinco de Mayo:
May 5, 1862 was the day General Ignacio Zaragosa led Mexican forces against the French and won. No one really celebrated that day until about 100 years later. Los Angeles Recreation and Parks commissioner Riordan decided to use the day to market the Coors beer distributors he owned. He took advantage of the Chicano movement, acknowledging the buying power of the Latino community. Calendars were printed that showed Chicanos and Mexican-Americans looking like yuppies while objectifying women. He sponsored all sorts of events and passed out free beer at community celebrations.
Mexican Americans had been boycotting Coors because they had fired workers because of their race. Coors was charged in 1969 with racial discrimination and found guilty a year later. In 1985 The National council of La Raza made a pact with Coors. Call off the boycott and we’ll give Latino organizations 350-million dollars
Coors became the good guy and the slogan emerged “Drink a Coors for La Raza.”
In 2002->
Coors still donates money. They have a whole diversity strategy.
In 2008, a lot of people celebrate the holiday in America, but don’t know why. They just know they like margaritas and Mexican food and intend to partake in them. No one celebrates the holiday in Mexico.
And now, you’re in the know.
-Vanessa Castaneda
April 30th, 2008 at 11:23 pm
The success of the Mexican people against the French is indeed celebrated in Mexico today. Local Mexican governments often organize parades and Mexican schools often commemorate the event with poetry, speeches, and paintings created by the students.
I do not doubt that the popularity of this day in the U.S made its way to the mainstream because of this Coors slogan, but that by no means, diminishes its importance to the Mexican people. September 16 is the more important of the two days since it represents the independence of the country, but May 5 is also a cause for celebration.
And now you’re in the know
Mireya
May 1st, 2008 at 7:27 pm
lol. 3 out of 5 people whom I interviewed for the MOS thought Cinco de Mayo was about Mexican Independence Day. And they all mentioned Spanish class.
After I posted, I heard during the show that in Mexico, the day is celebrated in Puebla. Ahh sharing.
http://www.mexonline.com/cinco-de-mayo.htm