Celebrating Heritage and Community at Muertos Fest San Antonio
Last weekend, Hemisfair Park in San Antonio, Texas transformed into a living tribute to tradition, color, and connection. Muertos Fest 2025 brought together thousands of people to honor Día de Muertos with music, art, and the iconic ofrendas that celebrate loved ones and life itself.
For Vilore Foods, it was more than a festival, it was a chance to connect our brands with the heart of the community.
A Vibrant Activation for La Costeña® and Jumex
Our team proudly joined the 13th annual Muertos Fest as part of our ongoing commitment to cultural celebration and authentic engagement. The festival featured over 80 altars, live performances, and stunning Catrina processions, creating the perfect backdrop for our activation.
At our booth, La Costeña® brought the true taste of Mexico to San Antonio with signature chilaquiles made with our beans and salsas. The aroma drew long lines, smiles, and endless conversation; proof that great food always brings people together.
Jumex added a refreshing touch with samples of our nectars and Aguas Frescas, keeping the crowd hydrated and happy under the Texas sun. Visitors also enjoyed the traditional flavors that make Jumex so loved: mango, guava, strawberries,hibiscus, and pineapple each one bringing a taste of home and celebration. Families stopped by for a photo, a sip, and a shared moment of joy.
Building Brands through Culture
Events like Muertos Fest remind us why cultural connection matters; not only for consumers but for our commercial partners as well. Each activation strengthens our brands’ presence in key markets, reinforces authenticity, and creates emotional ties that translate to long-term loyalty.
For our distributors and retail partners, the response was clear: these are brands that live in the heart of the community. From local shoppers recognizing La Costeña® on the altar displays to new buyers learning about Jumex’s variety, the visibility and engagement were outstanding.
More Than Sampling: A Shared Experience
Our activation wasn’t just about giving out samples; it was about sharing a story. Every bite, every photo, every conversation reflected the warmth and pride that define our brands. The festival’s electric atmosphere; full of music, laughter, and vibrant art captured the very essence of what Vilore stands for: tradition, innovation, and connection.
Looking Ahead
As we continue to invest in cultural and community-driven activations, events like Muertos Fest guide our vision for the future. We’ll carry the insights, stories, and connections from this weekend into our next initiatives, always with the same purpose: to bring people together through authentic flavors and meaningful experiences.
Thank you to everyone who joined us in celebrating life, love, and heritage in San Antonio. See you at the next stop on our journey.
VILORE FOODS • www.vilore.com