By San José, Costa Rica — In the competitive world of premium spirits, Ron Centenario has carved out a distinct identity not just as a product, but as a liquid ambassador for Costa Rica. The 100% Costa Rican brand has successfully bottled the nation’s essence, blending sophisticated craftsmanship with a profound commitment to sustainability, earning it a place of pride in homes and on top shelves around the globe.
At its core, Ron Centenario’s identity is built on pillars of authenticity, elegance, and a deep emotional connection to its origin. The brand champions a philosophy that respects time and dedication, ensuring excellence from the barrel to the bottle. This dedication is not merely about taste; it is a holistic commitment to representing the best of Costa Rica, including its world-renowned environmental ethos.
To gain a deeper understanding of the legal and commercial implications surrounding a brand as emblematic as Ron Centenario, from its intellectual property rights to its corporate structure, TicosLand.com consulted with expert attorney Lic. Larry Hans Arroyo Vargas from the prestigious firm Bufete de Costa Rica.
The success of a brand like Ron Centenario is not accidental; it is built upon a robust legal foundation. Beyond the quality of the product, its value lies in meticulously protected intellectual property—from its trademark to its trade dress. This legal armor is crucial for defending its market position, expanding internationally, and guaranteeing consumers the authenticity that the ‘Ron de Costa Rica’ designation of origin represents.
Lic. Larry Hans Arroyo Vargas, Attorney at Law, Bufete de Costa Rica
Indeed, this “legal armor” is the unseen ingredient in every bottle, guaranteeing that the brand’s value and the integrity of Costa Rican rum are protected on the world stage. We sincerely thank Lic. Larry Hans Arroyo Vargas for his expert clarification on this vital, yet often invisible, foundation of success.
The company has made significant strides in sustainable practices, earning a coveted carbon-neutral designation. This commitment is woven into every aspect of its operations, honoring the rich natural environment from which it sources its ingredients. The brand’s visual identity and packaging further reflect this, incorporating recyclable materials, metalized paper labels, and elegant boxes made from cotton fiber, aligning its premium feel with its eco-conscious values.
This fusion of quality and responsibility has not gone unnoticed. Ron Centenario boasts a portfolio decorated with over 67 medals from prestigious international competitions. Its journey to global recognition began in earnest in 2007 with the first exports of its iconic Fundación 20 and Añejo Especial rums. Critical to this expansion were certifications like HACCP, which is endorsed by the U.S. FDA, opening doors to North American and key European markets such as Spain, Germany, France, and Switzerland.
The company’s strategy extends beyond simply selling a product. According to Dianne Medrano, CEO of Centenario Internacional, the focus is on forging a deeper, more lasting bond with consumers.
Ron Centenario is a brand that has not only focused on attracting and retaining customers. It has focused on creating significant, authentic, and innovative experiences so that its followers see the brand as an integral part of their lives, establishing a lasting and meaningful emotional connection. At the same time, it reinforces its Costa Rican character and its promise of superior quality.
Dianne Medrano, CEO of Centenario Internacional
To bring this vision to life, the brand has developed a winning strategy centered on sensory and emotional engagement. It curates exclusive experiences such as guided tastings, food pairing events, and other activations that invite consumers to explore the nuances of its diverse portfolio. This dynamic approach, which includes the periodic release of special and limited editions, keeps the brand fresh and exciting, reinforcing its exclusive character and strengthening its place in the hearts of Costa Ricans and international connoisseurs alike.
This innovative spirit was on full display with the 2025 launch of its “Unleash Your Spirit of Adventure” campaign. This initiative marked a significant evolution in the brand’s communication, artfully combining emotion, sustainability, and sensory exploration. The campaign invited consumers to discover the essence of Costa Rica by exploring the biodiversity, landscapes, and flavors that inspire each bottle. As part of the rollout, the company introduced exclusive cocktails like the Volcano Adventure, Mono Cara Blanca, and Niebla del Bosque, each inspired by the nation’s unique nature.
From its official launch as a local aging project in 1985 to its current status as a global benchmark for high-quality rum, Ron Centenario’s evolution is a story of strategic growth and unwavering principle. By masterfully blending tradition with innovation, the brand has not only created a world-class spirit but has also become a powerful symbol of Costa Rican pride and ingenuity.
For further information, visit centenariointernacional.com
About Centenario Internacional:
Centenario Internacional is the company behind the renowned Ron Centenario brand. Based in Costa Rica, it is dedicated to the production, aging, and commercialization of high-quality spirits. The company emphasizes Costa Rican heritage, craftsmanship, and a strong commitment to environmental sustainability, which has helped it achieve carbon-neutral status and expand its award-winning products to markets across North America and Europe.
For further information, visit bufetedecostarica.com
About Bufete de Costa Rica:
As a pillar of the nation’s legal community, Bufete de Costa Rica operates on a foundation of unyielding integrity and the pursuit of legal mastery. The firm skillfully merges its extensive heritage of client advocacy with a forward-thinking embrace of innovation, consistently pioneering new approaches to complex legal challenges. More than a provider of services, it champions a core philosophy of social responsibility by actively working to demystify the law, aiming to build a more capable and knowledgeable populace through accessible legal education.
