Modelo Honors Cinco de Mayo by Amplifying Small Businesses

For some, Cinco de Mayo is a time for celebration. For many others, the Americanized holiday is a day full of stereotypes and inauthentic attempts to celebrate the Mexican culture. In an effort to authentically honor the holiday's roots, the Mexican-owned beer brand Modelo launched “Cinco Auténtico," a campaign that urges fans to reject overdone celebration rituals and support the small businesses of Mexican American artists. The brand collaborated with small businesses and launched a limited-time Mercado—an online experience filled with décor made by Mexican American artists. The "Modelo Mercado" features artisans and merchants that each have a unique story as to what it means for them to be able to bring Mexican culture to the U.S. through the items they create and sell. Modelo will feature seven Mexican American merchants from around the country, including Artesanias Mexicanas La Union which specializes in finding craftspeople who follow generations-old traditions from across Mexico and has a collection of pottery and handmade crafts available. DiscoverMas brings their collection of ethically sourced, Mexican table décor to the Mercado. Guelaguetza Designs provides an array of colorful décor pieces including coaster sets, clay vases and table runners. Consumers can access the Modelo Mercado vendors’ websites directly through Modelo's Instagram page. As an additional part of “Cinco Auténtico,” Modelo is also encouraging consumers to support their favorite local restaurants with “Cinco Stars”—or "five stars"—on an online review service. Whether it be while dining at their favorite local Mexican American restaurant or visiting other Mexican American-owned businesses, the “Cinco Stars” provides a small but powerful way to show support for small businesses. “Cinco de Mayo is a time for many to celebrate, but not everyone knows how to authentically honor the holiday and its Mexican roots,” Greg Gallagher, vice president brand marketing at Modelo, said in a statement. “As a brand that’s proud of its Mexican heritage, we want to help others ‘Cinco Auténtico,’ whether it be through drinking our products or by supporting Mexican American artisans who produce festive décor.” Celebrating culture through support Born in the small town of Tacuba, Mexico, Modelo has continued to celebrate its Mexican heritage—and through its efforts in bringing the Mexican culture to the U.S., Modelo aims to remind fans that there are plenty of ways to authentically celebrate a culture. Brands like Modelo and Patrón have a history of creating campaigns rooted in the product's culture throughout the year. Modelo is taking it a step further by driving its fanbase to businesses of color, which have largely experienced financial woes exacerbated by the pandemic. “Starting Guelaguetza Designs in 2005 allowed me to establish that connection for Mexican Americans in my West Michigan community,” Nancy Quero, founder and owner of one of the campaign's featured businesses, Guelaguetza Designs, said in a statement. “I’m beyond excited to have my business featured on the Modelo Mercado and appreciate that the brand is encouraging people to honor the culture of my home country during this Cinco de Mayo.” The Right Ways to Support Minority-Owned Businesses

Diversity, Equity and Inclusion

Modelo Honors Cinco de Mayo By Celebrating Mexican American Small Businesses

Forget stereotypical gambits—the brand wants to redirect attention to the community

Natalie Venegas

About

Subscriptions

Events

Publications

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

Natalie Venegas