PLANO, Texas, April 29, 2013 /PRNewswire/ -- Cinco de Mayo is just about here, so get ready to party in…the Midwest? According to party-centric research by Tostitos, a leading brand from PepsiCo's Frito-Lay division, residents of Omaha, Neb., St. Louis and Grand Rapids, Mich., are more party-ready for Cinco de Mayo than those of most other U.S. cities. The surprising Midwest standouts join Phoenix and Manchester, N.H. (and surrounding region) on the Tostitos brand's first-ever list of the "Top Cinco Party-Ready Cities for Cinco de Mayo."
To determine which markets topped the party-ready list, the Tostitos brand combed national sales data *, compiled by Chicago-based market research firm SymphonyIRI Group, for cities with the greatest taste for five " Cinco de Mayo Party Staples" - tequila, frozen and liquid cocktail mixes (including margarita mix), tortilla/tostada chips, salsa and beer. For the top markets, aggregate sales of these "Cinco staples" are higher per person than the U.S. average.
"At Tostitos, one of our favorite party days is Cinco de Mayo, so we wanted to celebrate the cities and people who are always ready to party and celebrate with us," said Tony Matta, vice president of marketing, Frito-Lay North America. "Tostitos tortilla chips and dips are proud party staples year-round, but we know Cinco de Mayo is the perfect time to spotlight those as ready to party as we are."
Many preconceived notions about the Midwest may go out the window with the first-ever "Top Cinco de Mayo Party-Ready Cities" list results. There's no denying the region likes to partake in some of the holiday's snacking staples. For instance - and don't drop the corncob - Omaha residents are quite fond of their margaritas, indexing highest among the five cities in tequila and frozen and liquid cocktail mix sales. Omaha also indexed high in beer sales, proving the region has quite a thirst for Cinco de Mayo beverages. Rounding out the Midwest, Grand Rapids, Mich., and St. Louis both indexed the highest in tortilla and tostada chip sales.Meanwhile, Northern New Englanders might just love their beer as much as their clam chowder, since the tri-state region of Maine, New Hampshire and Vermont indexes the highest in the beer/ale/alcoholic cider category by a longshot. The region, anchored by its most populated city in Manchester, N.H., is considered one market by U.S. Census data. Rounding out the list was perhaps one of the more expected cities: Phoenix. Known for Southwestern traditions and food, Phoenix indexed the highest in the salsa category, and also showed strong marks for tequila and frozen and liquid cocktail mixes.