History and Celebration in Mexico:  The Fifth of May commemorates the Mexican army’s unlikely defeat of French forces at the Battle of Puebla on May 5, 1862. Cinco de Mayo has limited significance nationwide in Mexico and is celebrated primarily in the state of Puebla, with some limited recognition in other parts of Mexico. Mexico not withstanding, the date is observed in the United States and other locations around the world as a celebration of Mexican heritage and pride.

Celebration in the Rest of the World: Cinco de Mayo is observed by many Americans regardless of ethnic origin. Special events and celebrations highlight Mexican culture, foods, beverages, music and regional dancing. Similar to other ethnic heritage celebrations, outward expressions of the connection abound. Banners, beads, noisemakers, you name it. Cinco de Mayo is quickly making its way up to Mardi Gras or St. Patrick’s holiday advertising specialty status.

Although it is late for ordering overseas, many vendors offer quick-turn products that allow you to capitalize on this great promotional opportunity.

 A Very Basic Tequila Primer:  Of all things associated with our southern neighbor, what is better known and less understood than one of Mexico’s most famous exports – tequila. Tequila continues to build popularity and if dedicated shelf space and variety of assortment is an indicator, Americans of all backgrounds are embracing it. Growing competition increases promotional opportunity as brand managers seek to stimulate trial.

Tequila is made either wholly or in part from the juice of the agave plant. Agave plants take 10 to 12 years to mature to the point of being harvested. A popular blending spirit is derived from sugarcane, which comes up every year, making a blended product less expensive. Whereas in single-malt whiskey, the expense is in the aging, barreling, and storage, for 100% blue agave tequila, the expense is in the plants, place and micro climate where the plants are grown.

In different tequilas the mouth-feel, aroma, taste, and color are varied. It has been suggested that like tasting fine aged whiskeys, you should never judge by the first sip. The second sip is the ticket.

Tequilas differ by hue, blend and time spent in the barrel. Premium tequilas are made from 100% blue agave juice. A “Mixto” is a blend greater than 50% un-aged blue agave spirit, with the rest made up of other spirit, most often sugarcane spirit.

The three hues of tequila are white, gold, and darker gold. Tequila can get its golden tone one of two ways – short or longer term aging in barrels or caramel coloring.

• - White (Blanco or Silver) tequila spends no time in oak barrels.
• - Reposado ( “rested”) is blanco tequila that has been rested in white oak barrels for between two months and a year.
• - Añejo are “aged” tequilas.

Now that you have, at least in part, knowledge of this happy holiday and mysterious spirit, you are prepared to discuss promotion of agave-based products and raise your own Cinco de Mayo toast!

IMC Marketer – Promotional Products – Promotional Product Consulting -  www.imcsuccess.com