Beer In Ads #880: Viva El Gran Sabor


Today’s ad is a holiday ad for Cinco de Mayo, for Miller Lite, though I don’t believe it’s very old. The model reminds me of Sofia Vergara from Modern Family, though my wife assures me it’s not. Viva El Gran Sabor translates as “experience the great taste.”

Given that the holiday commemorates the Battle of Puebla, where Mexican forces defeated Napoleon III’s French army in 1862, it’s odd how America has turned it into such a party holiday. Business Insider has an interesting take on How Beer Companies Turned A Minor Holiday Into America’s Favorite Mexican Drinking Day. And while it may be a relatively minor affair in Mexico, here in the States it’s actually an “official” holiday, at least since 2005, when in June of that year, the U.S. Congress sent a proclamation to the President for him to sign “calling upon the people of the United States to observe Cinco de Mayo ‘with appropriate ceremonies and activities.’” Certainly this ad shows the amount of reverence we tend to show for what should be a more solemn holiday. Maybe that’s what Congress meant by “appropriate ceremonies and activities.”

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Beer Birthday: Bill Covaleski

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Today is the 50th birthday of Bill Covaleski, a co-founder of Victory Brewing Co., along with his childhood friend Ron Barchet. I first met Bill at the brewery doing an article on Pennsylvania breweries for the Celebrator nearly a decade ago. It’s been great seeing his brewery rack up victory after victory as they’ve grown and become one of Pennsylvania’s best, biggest and brightest. Join me in wishing Bill a very happy birthday.

Kite & Key co-owner Jim Kirk with Sam Calagione, Bill Covaleski & Greg Koch
During an event at Philly Beer Week 2009: Kite & Key co-owner Jim Kirk with Sam Calagione, Bill & Greg Koch.

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Bill with a big bottle of beer.

Later night at Jim's Steaks Bill Covaleski showcases our cheesesteaks as James Watt looks on & Greg Koch tries to hide his face
A late night cheesesteak at Jim’s with Bill showcasing our sandwiches while James Watt and Greg Koch look on bemused.

Toasting the Class of '96: Greg Koch, Mark Edelson, Bill Covaleski, Tom Kehoe, Gene Muller & Sam Calagione
Toasting the Brewer’s Class of ’96: Greg Koch, Mark Edelson, Bill Covaleski, Tom Kehoe, Gene Muller & Sam Calagione.