Cinco de Mayo has become associated with the celebration of Mexican-American culture. Celebrations began in California, where they have been observed annually since 1863. The day gained nationwide popularity beyond those of Mexican-American heritage in the 1980s due to advertising campaigns by beer, wine, and tequila companies; today, Cinco de Mayo generates beer sales on par with the Super Bowl.

 

In Mexico, the commemoration of the battle continues to be mostly ceremonial, such as through military parades or battle reenactments. The city of Puebla marks the event with various festivals and reenactments of the battle.