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beer holiday

Over the ensuing decades, new arrivals from Mexico found Mexican-American communities celebrating the Cinco de Mayo holiday, preserving it in California and the Southwest as a relatively small tradition that became more about anti-colonialism and the power of the little guy than a shared dislike of slavery. 

Later in the 20th century, however, two powerful and distinctly American forces would seize on the holiday as an important cultural signifier: The civil rights movement and beer companies. Mexican-American civil rights activists in the Chicano movement saw the celebration as an opportunity to celebrate their heritage and increase expressions of Latino pride in schools; American beer companies saw Latinos as a growing market that demanded a tailored marketing plan. These are the two classic prongs of American integration—the demand for political rights and the reality of increasing commercial importance. :

link: Not Just Cerveza and Tamales: The Real Story of Cinco de Mayo - News - GOOD

Published: May 08 2012

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