Jalapeño Fest 2026:
La Costeña Takes Center Stage in Laredo, Texas.
La Costeña led a high-impact brand activation at the 48th Annual WBCA Jalapeño Festival in Laredo, Texas, reinforcing its deep connection to flavor, culture, and community.
Held February 6–7, 2026, as part of the historic Washington’s Birthday Celebration, Jalapeño Fest welcomed an estimated 17,000 attendees, making it one of the most significant Hispanic cultural events in South Texas.
The festival featured performances by iconic Latin rock and regional Mexican acts including Caifanes, Enanitos Verdes, La Firma, and Banda MS, drawing multi-generational audiences and amplifying the event’s cultural reach.
As Title Sponsor, La Costeña secured dominant visibility across the festival grounds, including:
• LED screens on both sides of the main stage
• Main stage LED backdrop
• Festival-wide signage
• A large inflatable La Costeña Peppers Can visible across the arena property
Beyond visual presence, the brand integrated directly into the festival’s most anticipated moments.
La Costeña sponsored:
• Miss Jalapeño
• El Grito Contest
• Jalapeño Eating Contest
During the Jalapeño Eating Contest, 15 participants competed on stage eating La Costeña Jalapeños, with prizes awarded to the top three finishers — placing the brand at the center of peak audience engagement.
At its activation stand, La Costeña distributed branded T-shirts and product bags featuring Tamales, Beans, and Esquites pouches, creating direct product trial in a culturally aligned setting.
Jalapeño Fest 2026 demonstrated La Costeña’s ability to transform sponsorship into immersive brand presence — strengthening visibility, engagement, and cultural relevance in a key Hispanic market.
VILORE FOODS • www.vilore.com
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