BeNeXT Launch — SXSW Sponsorship at La Peña
When BeNeXT Global launched at SXSW inside a Latinx Austin institution, Jarritos was there. The seventy-year-old Mexican brand — the one Mexican beverage that most directly carries the cultural authenticity BeNeXT places at the center of its hemispheric thesis — sponsored the three-day takeover of La Peña Art Gallery alongside Pepsi and Tito's Handmade Vodka.
Jarritos joined the production sponsorship for the launch, contributing the Mexican cultural signature that grounded the SXSW programming inside Austin's Latinx institutional surround. The brand reached more than 2,800 SXSW participants across the three days, layering its 'flavored by culture' positioning onto BeNeXT's own foundational statement about hemispheric authorship.
An institutional sponsorship of BeNeXT's launch from one of the most distinctly Mexican cultural brands in the Americas. The kind of foundational hospitality that BeNeXT has remembered — and the institutional recognition that cultural authenticity, when it shows up at scale, makes hemispheric work legible in a way nothing else can.
