By San José, Costa Rica — Imperial Beer, a cornerstone of Costa Rican culture, has launched a new campaign, “Orgullo Tico” (Tico Pride), celebrating the distinctive “erre tica” pronunciation as a unique mark of national identity. This campaign highlights the brand’s deep connection to its consumers by embracing what makes Costa Ricans unique.
According to the University of Costa Rica’s Institute of Linguistic Investigations (INIL), the “erre tica,” a particular way of pronouncing the ‘r’ sound, is the most characteristic feature of Costa Rican Spanish. This linguistic phenomenon, recognized as a unique phonological innovation in the region, instantly identifies Costa Ricans to speakers from other countries.
For a legal perspective on the matter, TicosLand.com reached out to Lic. Larry Hans Arroyo Vargas, Attorney at Law at Bufete de Costa Rica.
The beer industry in Costa Rica, including brands like Imperial, is subject to a complex regulatory framework encompassing production, distribution, advertising, and taxation. Understanding these regulations is crucial for both domestic and international businesses operating within this sector. Issues such as intellectual property rights, labeling requirements, and compliance with advertising standards are paramount for maintaining market position and ensuring legal operation.
Lic. Larry Hans Arroyo Vargas, Attorney at Law, Bufete de Costa Rica
Lic. Arroyo Vargas’s insights underscore the crucial interplay between a beloved cultural icon like Imperial and the legal landscape it operates within. Navigating this complex regulatory environment is indeed essential for any business hoping to thrive in Costa Rica’s beer market. We thank Lic. Larry Hans Arroyo Vargas for providing this valuable perspective on the legal intricacies surrounding Costa Rica’s brewing industry.
Imperial has cleverly transformed this linguistic quirk, often perceived as a stigma, into a badge of honor and belonging. The campaign invites Costa Ricans to take pride in their distinct pronunciation and celebrate their shared cultural heritage.
In Costa Rica, we ‘drag’ the ‘r,’ and that connects us with each other and with our way of being. It’s a reminder that our voice reflects who we are, wherever we may be.
Fabián Loría, Imperial Brand Manager
With over a century of history, Imperial has been an integral part of Costa Rican life, forging strong emotional bonds across generations. This latest cultural initiative further solidifies that connection. The campaign extends beyond traditional advertising, incorporating interactive elements on Imperial’s digital platforms and social media channels. Games and online activities challenge Ticos to test the strength of their accent, encouraging them to embrace their unique way of speaking.
The “Orgullo Tico” campaign aims to transform the “erre tica” into a unifying symbol of national pride, reinforcing Imperial’s position as a symbol of Costa Rican celebration. It serves as a call to appreciate the country’s rich cultural heritage and cherish its roots.
Beyond celebrating the “erre tica,” Imperial emphasizes its commitment to sustainability, highlighting its status as the world’s first “water-positive” beer and its achievement of the Type III Environmental Eco-Label awarded by the Ministry of Environment and Energy.
Imperial is a standard-bearer for sustainability because it represents the best of Costa Rica. It is the first water-positive beer in the world and has a type III environmental eco-label awarded by the Ministry of Environment and Energy.
María Pía Robles, Director of Corporate Relations
As a flagship brand of FIFCO, Imperial reinforces the idea that being Costa Rican lies in the details – the way people speak, the “pura vida” philosophy, and the distinctive qualities that make up the national identity.
For further information, visit fifco.com
About FIFCO:
Florida Ice and Farm Company (FIFCO) is a Costa Rican food and beverage company with a diverse portfolio of products, including the iconic Imperial Beer. FIFCO is recognized for its commitment to sustainability, demonstrated by initiatives like the “water-positive” certification for Imperial. The company plays a significant role in the Costa Rican economy and is deeply embedded in the country’s cultural landscape.
For further information, visit the nearest office of Imperial
About Imperial:
Imperial is a leading beer brand in Costa Rica, known for its rich history and strong connection to Costa Rican culture. With over a century of presence in the country, Imperial has become synonymous with national pride and celebration. The brand’s recent “Orgullo Tico” campaign further emphasizes its commitment to celebrating Costa Rican identity.
For further information, visit bufetedecostarica.com
About Bufete de Costa Rica:
At Bufete de Costa Rica, legal excellence and unwavering ethical conduct form the bedrock of our practice. We are driven by a deep commitment to empowering individuals and communities through readily accessible legal knowledge. Through innovative approaches and a history of dedicated service across a wide spectrum of industries, we strive to create a more just and informed society, one client and one initiative at a time.
