{"id":2566,"date":"2015-05-05T06:00:41","date_gmt":"2015-05-05T11:00:41","guid":{"rendered":"http:\/\/www.beerbusinessunplugged.com\/?p=2566"},"modified":"2015-05-05T11:14:30","modified_gmt":"2015-05-05T16:14:30","slug":"cinco-de-mayo","status":"publish","type":"post","link":"https:\/\/www.beerbusinessunplugged.com\/?p=2566","title":{"rendered":"Cinco de Mayo…"},"content":{"rendered":"

\"cinco<\/a>The market where I was fortunate to own a beer distributorship was located in far south Texas along the Mexican border.\u00a0 The demographics of the marketing area, was as you might expect, was over 95% Hispanic.<\/span><\/p>\n

Even with such high Hispanic demographics, Cinco de Mayo was not consider a major holiday.\u00a0 There were no special events, parades, or even promotions during the early 1980s.\u00a0 In fact, the two biggest events for beer sales were spring break, in March, and the week of Easter.\u00a0 Easter was considered a big event in South Texas because many Mexicans came to South Padre for a week-long to celebrate.\u00a0 During both occasions, the island was full and our distributorship sold large amounts of beer.<\/span><\/p>\n

During this time, Dies y Seis was actually a bigger affair than Cinco.\u00a0 One year we even promoted Schlitz 16 ounce cans to celebrate the 16th of September.\u00a0 We ran the promotion because both Modelo and Femsa products, while growing, did not have a large share of market.\u00a0 It was not until spring break 1986 did we realize that Corona was going to be a big hit, when we sold five truckloads of straight Corona bottles.<\/span><\/p>\n

While at Gambrinus in the mid-1990s, our Cinco efforts were initially directed at Mexican restaurants.\u00a0 The early Cinco kits we used for promotions consisted of the usual, banners, table tents, and other misc. paper items that promoted Corona.\u00a0 Femsa did the same.\u00a0 Soon these promotions moved into other venues including sport bars, casual dining, and even white table cloth restaurants.<\/span><\/p>\n

The growth of Cinco was unbelievable.\u00a0 Gambrinus closed its corporate offices and all employees were required to work the retail market.\u00a0 Every year I had several employees from the San Antonio office come to Dallas and ride the market with me, visiting and working all these Cinco promotions, and allowing them to see firsthand what dealing with the retailers and wholesalers entailed.<\/span><\/p>\n

The Cinco promotions expanded even further when national accounts took over the off- premise and started nailing down ads and features.\u00a0 Displays went up in all the chains.\u00a0 The Kroger on Mockingbird Lane in Dallas, then the largest square footage in the US, built a 1,000 case Corona\/Corona Light display.\u00a0 Because there were no cell phone cameras, this was a mandatory stop for everyone beer person to see.<\/span><\/p>\n

Over the last twenty years Cinco has grown into a major beer consuming weekend led by the Mexican beers.\u00a0 Cinco has done for Corona and Dos Equis what St. Pats Day has done for Guinness.\u00a0 No matter how it is defined, both Modelo and Femsa are now main stream brands.<\/span><\/p>\n

So the question on this Cinco de Mayo day is: did the holiday make these beers or did the beers make the holiday?\u00a0 Enjoy this Cinco de Mayo!<\/span><\/p>\n

Beer Fodder; \u00a0MillerCoors Sued For Selling Blue Moon As A Craft Beer<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

The market where I was fortunate to own a beer distributorship was located in far south Texas along the Mexican border.\u00a0 The demographics of the marketing area, was as you might expect, was over 95% Hispanic. Even with such high Hispanic demographics, Cinco de Mayo was not consider a major holiday.\u00a0 There were no special […]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_s2mail":"yes","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_newsletter_tier_id":0,"jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false}}},"categories":[1],"tags":[],"jetpack_publicize_connections":[],"aioseo_notices":[],"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/p2xRTi-Fo","jetpack_sharing_enabled":true,"jetpack-related-posts":[],"_links":{"self":[{"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=\/wp\/v2\/posts\/2566"}],"collection":[{"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2566"}],"version-history":[{"count":10,"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=\/wp\/v2\/posts\/2566\/revisions"}],"predecessor-version":[{"id":2583,"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=\/wp\/v2\/posts\/2566\/revisions\/2583"}],"wp:attachment":[{"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2566"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2566"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2566"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}