Published on May 4th, 2022 | by Darren Paltrowitz


A Look At Modelo’s Innovative “Cinco Auténtico” Campaign For This Year’s Cinco De Mayo

Born in 1925 in the small town of Tacuba, Mexico, Modelo has been bringing distinctive high-quality beer to people ever since, including Modelo Especial, Modelo Negra, and a flavorful lineup of Modelo Cheladas. Reportedly the #1 imported beer in the U.S., Modelo Especial — as exclusively brewed, imported and marketed for the U.S. by Constellation Brands — sold 150 million cases in 2021 alone.

Modelo recently launched its “Cinco Auténtico” campaign, an innovative and ambitious effort to empower consumers to make this year’s Cinco De Mayo as unique and rich as Mexican-American culture itself. In an effort to offer easy yet intentional ways to proudly-honor Mexican-American culture, the brand has launched the virtual Modelo Mercado — a limited-time online experience filled with authentic party supplies and décor made from real Mexican and Mexican-American artisans.

Commented Greg Gallagher, Vice President Brand Marketing, Modelo: “Cinco De Mayo is a time for many to celebrate, but not everyone knows how to authentically honor the holiday and its Mexican roots. 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. That’s why we’re so excited to introduce the Modelo Mercado.” Some of these participating artisans include:

– Artesanias Mexicanas La Union (Fort Worth, Texas), which specializes in finding craftspeople who follow generations-old traditions from across Mexico and will have a collection of pottery and handmade crafts available.

– DiscoverMas (Saline, Michigan), which brings its collection of ethically-sourced, Mexican table décor to the Mercado. Owners Katie and Marco opened their business in order to support Mexican artisans in Marco’s home country and to bring its beautiful crafts to the U.S. market.

Geulaguetza Designs (Grand Rapids, Michigan), which provides an array of colorful décor pieces including coaster sets, clay vases and table runners. Its founder Nancy, a Mexican American herself, collaborates with Mexican artisans to inspire her collections.

More on Modelo, “Cinco Auténtico” and other brand initiatives can be found by clicking here and here.

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About the Author

Darren Paltrowitz is a New York resident with over 20 years of entertainment industry experience. He began working around the music business as a teenager, interning for the manager of his then-favorite band Superdrag. Since then, he has worked with a wide array of artists including OK Go, They Might Be Giants, Mike Viola, Tracy Bonham, Loudness, Rachael Yamagata, and Amanda Palmer. Darren's writing has appeared in dozens of outlets including the New York Daily News, Inquisitr, The Daily Meal, The Hype Magazine, All Music Guide, Guitar World,, Businessweek, Chicago Tribune, L.A. Times, and the Jewish Journal. Beyond being "Editor At Large" for The Hype Magazine, Darren is also the host of weekly "Paltrocast With Darren Paltrowitz" series, which airs on dozens on television and digital networks. He has also co-authored 2 published books, 2018's "Pocket Change: Your Happy Money" (Book Web Publishing) and 2019's "Good Advice From Professional Wrestling" (6623 Press), and co-hosts the world's only known podcast about David Lee Roth, "The DLR Cast."

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