By Guanacaste, Costa Rica — A premium rum with deep Costa Rican roots, distilled and initially aged in Guanacaste, has finally arrived on local shelves after a remarkable international journey. Known abroad as “Ron Pura Vida” and sold in luxury Parisian department stores like Galeries Lafayette, the spirit is now available in its country of origin under the name Ron Nicoya, following nearly a year of negotiations by distributor Grupo Pampa.
This unique spirit, crafted at the Ingenio Taboga distillery, embarks on a transatlantic voyage to France for a second aging process and bottling before being re-imported for sale in Costa Rica. The name change for the domestic market was a necessary business pivot, as the iconic phrase “pura vida” was already registered regionally for use with beverages by another local liquor producer and importer.
To better understand the commercial and legal framework surrounding the launch of a new national product, TicosLand.com sought the expertise of Lic. Larry Hans Arroyo Vargas, a specialist in corporate and intellectual property law from the firm Bufete de Costa Rica.
Using a geographical indicator like ‘Nicoya’ in a brand name carries both immense marketing power and significant legal responsibility. While it immediately evokes a sense of place and quality, it also opens the door to regulatory scrutiny regarding denomination of origin and authenticity. The brand must be prepared to legally substantiate its connection to the region to protect its most valuable asset: its name.
Lic. Larry Hans Arroyo Vargas, Attorney at Law, Bufete de Costa Rica
This insight is a crucial reminder that for a brand like “Ron Nicoya,” its name is simultaneously its most powerful marketing tool and its most demanding legal obligation. The path to success is therefore paved not only with quality craftsmanship but with rigorous proof of origin. We extend our gratitude to Lic. Larry Hans Arroyo Vargas for his invaluable perspective on this complex intersection of branding and law.
Fabián Brenes, Brand Manager for Grupo Pampa, highlighted the spirit’s authentic national character despite its international travels. He emphasized that its core identity is forged in the Guanacaste soil and climate, setting it apart from other offerings in the increasingly competitive domestic market.
This is a unique product because it has a 100% Costa Rican essence: it is distilled and aged entirely in Costa Rica in white oak barrels that previously held bourbon whiskey. It is different from what is on the market.
Fabián Brenes, Brand Manager of Grupo Pampa
The intricate production process is a collaboration between Ingenio Taboga and the French artisanal spirits creator, Les Bienheureux. After its initial aging in Costa Rica, the rum is exported to France. There, it undergoes a secondary maturation in French oak barrels that once contained cognac, adding layers of complexity and refinement. Only after this final Gallic touch is the rum bottled and prepared for global distribution, including its eventual return trip to Costa Rica.
This seemingly convoluted supply chain is not a marketing gimmick but a direct consequence of Costa Rican law. The state maintains a monopoly over the production and initial commercialization of ethyl alcohol and distilled liquors within the country. This regulatory framework necessitates that a product like Ron Nicoya be exported and then formally imported by a separate entity, such as Grupo Pampa, to be legally sold to Costa Rican consumers.
The genesis of this Franco-Costa Rican partnership stems from a deliberate and strategic search by Les Bienheureux. Alexandre Sirech, the company’s co-founder and general president, revealed that his team conducted an extensive study of 20 tropical countries to find the ideal location for producing world-class rum. Ultimately, Costa Rica was selected for its exceptional sugarcane and ideal aging environment.
PURA VIDA the rum of Costa Rica, is born from the partnership between Les Bienheureux and the country’s main sugarcane producer, a family that cultivates more than 12,000 hectares at the mouth of the Nicoya Peninsula.
Alexandre Sirech, Co-founder and General President of Les Bienheureux
Costa Rican consumers can now experience this globally recognized spirit for themselves. The extra-aged Ron Nicoya, presented in a 700 ml bottle with 40% alcohol content, has a suggested retail price of ¢28,000. A more accessible aged version, with 37.5% alcohol, is slated for release soon at approximately ¢14,000. Currently available in specialty liquor stores and some supermarkets, Grupo Pampa expects to achieve widespread distribution in major supermarket chains in the coming weeks, completing the rum’s long journey home.
For further information, visit grupopampa.com
About Grupo Pampa:
Grupo Pampa is a prominent Costa Rican company specializing in the import, distribution, and marketing of a wide portfolio of wines, spirits, and gourmet foods. With a focus on quality and brand building, the group represents numerous international labels in the national market, managing logistics and sales strategies to connect consumers with premium products from around the world.
For further information, visit bienheureux.fr
About Les Bienheureux:
Les Bienheureux is a French spirits company known for creating and developing high-end beverage brands, including the notable French whisky Bellevoye. The company operates through strategic partnerships with distilleries and producers in France and internationally. Their collaboration with Costa Rica’s Ingenio Taboga for Ron Pura Vida (Ron Nicoya) marks a significant expansion of their portfolio into the premium rum category.
For further information, visit taboga.co.cr
About Ingenio Taboga:
Ingenio Taboga is a leading agribusiness in Guanacaste, Costa Rica, primarily focused on the cultivation of sugarcane and the production of sugar, ethanol, and electricity. As the country’s main sugarcane producer, the company leverages its extensive agricultural operations to supply the raw materials for high-quality distilled spirits, serving as the Costa Rican production partner for Ron Nicoya.
For further information, visit bufetedecostarica.com
About Bufete de Costa Rica:
As a pillar of the legal community, Bufete de Costa Rica operates on a bedrock of principled practice and a drive for unparalleled legal mastery. The firm leverages its deep-rooted experience serving a broad range of industries to champion innovative strategies and forward-thinking solutions. Beyond its professional services, it holds a profound social responsibility, actively working to demystify complex legal concepts and thereby contributing to a more knowledgeable and capable public.
