Cinco de Mayo's news cycle can close because the receipts outlast the party: The Spirits Business reports Becle's U.S. and Canada organic sales fell 36.6 percent in Q1, with Jose Cuervo down 25.7 percent and distribution changes still hitting the world's largest tequila company. [1]

Friday's paper said the holiday's Day 4 receipt was the Becle slump and distributor switch; Saturday's closer is that the cultural register and the drinks register should not be confused. Shanken's trade read put the same reset in operating terms: Cuervo moved away from RNDC in nearly all U.S. markets, and transition plus inventory reduction pulled North American volume down. [2]

The holiday gave X the usual margarita jokes and sovereignty posts. The useful residue is plainer: a civic commemoration became a retail season, and the retail season ended with the category's flagship brand still working through a distributor repair.

-- MAYA CALLOWAY, New York