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As a newly available Mexican imported beer, it seems logical that Montejo would make a big deal out of Cinco de Mayo, following in the tradition of other Mexican brews like Dos Equis and Corona. But in a calculated appeal to Hispanic consumers, the Anheuser-Busch InBev-owned brew is planning to ignore the holiday.

The reason? Cinco is largely an American phenomenon, and Montejo is trying to position itself as an authentically Mexican brew, said Ryan Garcia, A-B InBev’s VP for Montejo. Cinco “really has no true meaning to a Mexican consumer,” he said.

The brand will instead use point-of-sale marketing to celebrate the true origins of Cinco de Mayo, commemorating “El Dia de la Batalla de Puebla,” when the Mexican army defeated French troops at a battle on May 5, 1862.

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