Montejo Misses Cinco De Mayo, Aims For Independence In September

New Mexican beer on the American block, Montejo, is owned by Anheuser-Busch, but A-B is electing to keep its new beer [bought two years ago] out of the Cinco de Mayo fray this weekend [and on the actual day itself next week]. That is because the beer sees itself as an “authentic” Mexican beer and as every Mexican knows, it is September 16 when Mexico achieved its independence from Spain, that is the true celebration day on the drinking calendar and not Cinco de Mayo, which celebrates a victory over French troops at Puebla [but did not achieve independence].

Accordingly, in keeping with authenticity, Montejo – which is currently available in 10 U.S. states – will only advertise in espanol…