The internet is in a frenzy after learning who the official sponsor of this year's South By Southwest festival is. It may be winter but our love of White Claw summer of 2019 still lives on, especially in Austin. On Monday, the hard seltzer brand announced that they would be the Super Sponsorship for this year's South by Southwest, the interactive, film, and music festival. White Claw is the number one selling hard seltzer in the nation and now it's taking over SXSW. The Super Sponsorship for the festival used to be held by a beer company, but it looks like it's safe to say it's White Claw Winter. The president of White Claw Phil Rosse says the hard seltzer company is thrilled to be partnering with the festival:

"We're thrilled to bring White Claw to life at SXSW. This brand has been built through the great passion and celebration by our fans, connecting the brand to culture and sharing it through their social channels. We are excited to support SXSW, an event that has always been ground zero for innovation in culture and technology."

The CEO and Co-Founder of SXSW Roland Swensen agreed that the excitement is mutual and that partnering with the alcohol company just simply makes sense.

"As one of the fastest-growing brands, their sponsorship of SXSW reflects the independent and innovative spirit that SXSW is known for."

South By Southwest will take place March 13- March 22 in Austin, Texas. To attend this year's festivities, please visit the South By Southwest website.