The promotion of Cinco de Mayo is part of the cultural assault on traditional American society, to help ease us into our multicultural/Hispanic/South American future, business is more than happy to try and make a buck on it. Business is amoral, at best. Business doesn't lead these trends but for the most part truckles to the beliefs of authority because that is the path of least resistance. Business internationalism follows political internationalism, not vice versa.
Blame the beer companies.........the American beer companies.