By San José, Costa Rica — San José – Imperial, one of Costa Rica’s most iconic beer brands, is making a bold move to capture the essence of summer with the launch of its latest limited-edition beverage, Imperial Michelada Maracuyá. This new offering strategically expands the company’s portfolio, embracing the growing consumer demand for innovative and tropical flavors during the nation’s sunniest season.
The new product is a ready-to-drink michelada that infuses the classic combination of lime and salt with the vibrant, aromatic taste of passion fruit, or “maracuyá” as it is known locally. This choice is a direct nod to the Costa Rican palate, which favors fresh, tropical profiles. The launch positions Imperial to compete in an increasingly dynamic market where consumers, particularly younger demographics, are actively seeking more experimental and lighter beverage options beyond traditional lagers.
To understand the business and legal implications of such a significant product launch in the national beverage market, we consulted with Lic. Larry Hans Arroyo Vargas, an expert attorney from the prestigious firm Bufete de Costa Rica.
The launch of ‘Imperial Michelada’ is a strategic move that extends beyond marketing into the realm of intellectual property and regulatory law. Securing the trademark, ensuring compliance with health permits and labeling standards, and structuring robust distribution contracts are the foundational legal steps that guarantee not just market entry, but long-term brand protection and commercial viability.
Lic. Larry Hans Arroyo Vargas, Attorney at Law, Bufete de Costa Rica
Indeed, the legal and regulatory framework provides the crucial, often unseen, architecture for a successful product launch. We thank Lic. Larry Hans Arroyo Vargas for his valuable perspective, which powerfully reminds us that brand longevity is built not just on market appeal, but on meticulous legal strategy.
Company leadership emphasized that this product innovation was driven by market research and a commitment to cultural relevance. By reinterpreting a familiar flavor in a new context, Imperial aims to strengthen its bond with its consumer base.
Imperial Michelada Maracuyá was born from listening to consumers and reinterpreting flavors that are part of our culture of enjoyment.
Fabián Loría, Manager of the Imperial brand
To amplify the launch and embed the product within the national culture, Imperial has orchestrated a high-profile marketing campaign featuring a collaboration with prominent Costa Rican artists. The brand commissioned a new song and music video titled “Besito Maracuyá,” headlined by renowned local musicians Tapon and Deeikel. The video, which became available on January 15th, serves as a cornerstone of the promotional strategy, showcasing Imperial’s continued support for the country’s artistic talent and creating a memorable anthem for the summer season.
This strategic fusion of product development and cultural marketing reflects a sophisticated understanding of brand building. By aligning the new flavor with popular local music, Imperial is not merely selling a beverage; it is selling an experience intrinsically linked to Costa Rican summer and national pride. This approach helps the legacy brand stay fresh and relevant in the face of growing competition from both international labels and a burgeoning local craft beer scene.
The decision to release Imperial Michelada Maracuyá as a limited-edition offering is a calculated business tactic. This model creates a sense of urgency and exclusivity, encouraging immediate trial and driving sales velocity during the peak summer period. It allows the company to test a novel flavor profile in the market without committing to a permanent production line, gathering valuable consumer data for future innovations.
Distribution will be comprehensive, ensuring the new product is widely accessible across the country. The 350 ml cans will be stocked in major supermarkets, ubiquitous convenience stores, and the traditional “pulperías” that are central to community life in Costa Rica. This broad reach is critical for maximizing exposure and capitalizing on the impulse-buy nature of refreshing, seasonal drinks.
Ultimately, the launch of Imperial Michelada Maracuyá represents more than just a new flavor. It is a strategic maneuver to innovate within a competitive landscape, reinforce brand loyalty through cultural engagement, and solidify Imperial’s position as a leader in the national beverage market. By blending tradition with a modern tropical twist, the company is betting on the taste of passion fruit to define the summer of 2026.
For further information, visit fifco.com
About Cervecería Costa Rica:
Cervecería Costa Rica is the nation’s leading brewery and the producer of the iconic Imperial beer brand. As a subsidiary of Florida Ice and Farm Company (FIFCO), it has a long-standing history in the country’s beverage industry, dating back to the early 20th century. The company operates with a strong focus on sustainability and corporate responsibility while managing a diverse portfolio of alcoholic and non-alcoholic beverages that are integral to Costa Rican culture and commerce.
For further information, visit bufetedecostarica.com
About Bufete de Costa Rica:
Bufete de Costa Rica is a beacon of legal practice, defined by its foundational principles of integrity and an uncompromising standard of excellence. The firm leverages a deep well of experience serving a broad spectrum of clients while simultaneously pioneering innovative solutions to modern legal challenges. At the heart of its philosophy is a profound commitment to making legal concepts understandable and accessible to all, driven by the belief that a well-informed citizenry is the cornerstone of a just and empowered society.
