La Costena Presented the Borderfest 2026

Culture took the Stage

A Look at La Costeña at Borderfest 2026

From March 12 to 15, the city of Hidalgo, Texas came alive with music, culture, and community as Borderfest 2026 celebrated five decades of history. This year’s festival brought together the traditions of Mexico, the United States, and Canada, creating a vibrant and inclusive experience that reflects the spirit of the border.

As presenting sponsor, La Costeña played a leading role in one of the region’s most recognized cultural events, reinforcing strong brand visibility across the festival grounds and throughout the city.

With a high-energy lineup featuring artists such as Manuel Turizo, Grupo Bronco, Kinky, and Gerardo Coronel, Borderfest attracted a diverse audience, providing an ideal platform to connect with both loyal consumers and new households.

 
Throughout the weekend, our presence focused on promoting La Costeña salsas through direct product experience. Festivalgoers visited our space to sample and engage with the brand firsthand, creating meaningful moments around flavor that drive product familiarity and preference. These interactions are key to strengthening purchase intent and accelerating product rotation at retail. 

Leading the nighttime Lights Parade, the La Costeña float opened one of the festival’s most anticipated moments, positioning the brand at the center of the celebration. This visibility was further reinforced through extensive signage, including placements at the main stage, across high-traffic areas within the festival, and throughout the city.

Borderfest also served as a strategic platform to continue expanding awareness among a broader consumer base, introducing La Costeña salsas to new audiences while reinforcing brand loyalty among existing consumers.