Cinco de Mayo gained prominence as a holiday in the United States around the 1960s.
This holiday gained its notoriety when rights for Chicanos were advancing, and allowed Mexican-Americans to develop it into an American style festivity. However, most Americans have incorrectly mixed up Cinco de Mayo with Mexican Independence Day.
The true history of Cinco de Mayo began when Mexican President Benito Juarez announced in July 1861 that he had suspended payment on English, French and Spanish debts for at least two years in order to direct more resources toward domestic problems. A confrontation resulted. Mexico had begun its goal of independence from Spain on Sept. 16, 1810. Inspired by the priest Dolores Hidalgo Miguel Hidalgo, it finally achieved independence in 1821. Mexico struggled for decades and faced another obstacle by its involvement in the Mexican-American War, concluded in 1848.
Confronted by various internal problems, the Mexican government obtained financial assistance from England, France and Spain – all members of a European alliance. Mexico was unable to repay its foreign debts, resulting in Juarez’s proclamation.
The three European allies reacted by sending shiploads of soldiers to Veracruz, Mexico, in a showdown. Despite the Monroe Doctrine, the Europeans were aware of American’s involvement in the civil war and figured Mexico’s neighbor would not intervene. After negotiations with the Mexicans, England and Spain withdrew their forces. France, which had the smallest debt claim, refused to withdraw its troops, undoubtedly because Napoleon III planned to overthrow the Mexican republic and establish a monarchy. Despite English and Spanish protests, the French proceeded to implement Napoleon’s plan.
French troops were dispatched from Veracruz in 1862 to conquer Mexico City. While enroute, the French encountered Mexican resistance at Puebla, known today as the location of one of the largest Volkswagen factories in the world. Mexican General Ignacio Zaragoza’s estimated 2,000 poorly equipped and trained troops, with the aid of local and Zacapoaxatla Indians, thwarted the superior French forces of 6,000 cavalry and infantry men on three attempts to take the city, the last on May 5, (Cinco de Mayo) [“:America’s Growing Observance of Cinco de Mayo,” by Alvar W. Carlson]
Mexican-Americans remember the Battle of Puebla and the courage of the outnumbered and outgunned Mexican soldiers. This has inspired Mexican-American pride by celebrating Cinco de Mayo as a holiday throughout the United States. Municipal governments began to sponsor these festivals in response to growing Mexican-American populations.
Residents of Puebla have long observed the Battle of Puebla, creating Mexico’s largest Cinco de Mayo festival. In contrast, Mexico’s Independence Day, Diez y Seis de Septiembre (Sept. 16) is a national holiday more widely celebrated in Mexico.
The gradual Americanization of Cinco de Mayo began to gain attention through ad campaigns – most notable in the promotion of beer. In 2004, Hispanic 12- to 20-year-olds in the United States saw 20 percent more alcohol advertising per capita than did young people of this age group in general In 2003 and 2004, 10 alcohol brands spent close to $160 million to advertise on Spanish language television. In 1980, corporations spent close to $25 million on Cinco de Mayo promotions in Southern California alone; by 2007 that number had jumped to $57 million. [Austin American-Statesman (Texas) May 5, 2007 by, Leah Nedderman, University of Texas Austin]
In 1985 when Coors gave $350 million to the National Council of La Raza, the American GI Forum and the League of United Latin American Citizens, in exchange for withdrawing their support of a national boycott over its labor practices.
“America has changed the meaning of Cinco de Mayo from a symbol of anti-imperialist struggle and community self-determination to a drinking holiday.” [Chicano Studies Research Center, University of California, Los Angeles, Jose M. Alamillo]
Today 120 Cinco de Mayo festivals can be found in at least 21 states in the United States.
—Juan Haines contributed to this story
