The latest edition of HomeWorld Business features an interview with JLG president Debra Joester on the growing importance of Cinco de Mayo as a retail opportunity that extends beyond the sale of beer and snacks. As the brand licensing agency for Corona, JLG has capitalized on the power of Cinco de Mayo to drive sales and kick off summer, by developing a variety of products that include home and housewares brand extensions.
To fully understand the impact of Cinco de Mayo, Joester shared some compelling research including the fact that approximately 57% of Americans celebrate Cinco and that more beer is sold on May 5th than the Superbowl or St. Patrick’s Day. The International Home + Housewares Show was a great forum to kick of Cinco de Mayo 2018 for Corona licensees in homewares, glassware, coolers, serveware, and outdoor accessories.