May is, apparently, London’s Paloma Month, culminating in World Paloma Day on 22 May. A quick look behind the curtain, however, suggests no real historical or cultural link between the pink tequila-and-grapefruit cocktail and the month itself—making the ‘celebration’ feel more like a well-timed marketing invention than an established tradition.
Which is curious, given that tequila and its associated cocktails hardly need any help. According to consumer data recently…

