With the exception of the boarder town between the US and Mexico, this is primarily just another day. It is observed in the state of Puebla, but my friends have other names for this day which is not very complimentary. You are totally correct, it was developed by the brewers and then the distillers got into the act. It is a party day. I live in San Diego, southern California. I always stay home this day (too many amature drunks on the road)
As opposed to the professional drunks?