Imperial beer has launched a new campaign focused on celebrating Costa Rican identity, with a particular emphasis on the unique way Costa Ricans pronounce the letter “r.” The campaign, titled Orgullo Tico (Costa Rican Pride), draws inspiration from what linguists call the “Costa Rican r,” which is recognized as a defining feature of the country’s Spanish dialect.
The Institute of Linguistic Research (INIL) at the University of Costa Rica describes this pronunciation as a phonological innovation unique to Costa Rica. It is easily noticed by speakers from other Spanish-speaking regions and serves as an immediate marker of Costa Rican identity abroad.
Imperial, which has been present in Costa Rica for over 100 years, is using this linguistic trait to encourage people to embrace their cultural differences. The brand will feature the distinctive “r” on its labels and digital platforms. It also plans to engage consumers through social media games and activities that invite them to test their accent and participate in the celebration.
“In Costa Rica, we roll our ‘r’, and that connects us to each other and to our way of being. It’s a reminder that our voice reflects who we are wherever we are, a mark of authenticity that we want to celebrate with the Birra del Orgullo Tico. Our identity matters and deserves to be lived with pride, both inside and outside the country,” said Fabián Loría, Imperial brand manager.
Maria Pía Robles, Director of Corporate Relations, stated: “Imperial is a standard-bearer of sustainability because it represents the best of Costa Rica. It is the world’s first water-positive beer and has been awarded the Type III environmental eco-label by the Costa Rican Ministry of Environment and Energy, which is evidence of years of efforts in efficient resource management and environmental impact mitigation. Building sustainability begins with valuing who we are, where we come from, and what we want to preserve and transform as a country”.
The campaign aims not only to reinforce Imperial’s image as part of national celebrations but also encourages other companies to value local culture in their operations. Imperial continues its role as FIFCO’s flagship brand by highlighting aspects such as language and lifestyle that define what it means to be Costa Rican.
