Imperial has introduced a new limited-edition beer in Costa Rica, the Imperial Michelada Passion Fruit. This launch aims to offer consumers a refreshing option that reflects current trends in the beer market, which favor lighter and more experimental flavors, particularly those with tropical notes.
The new product is designed to appeal to changing consumer preferences during the summer months. According to Fabián Loría, Imperial brand manager, “At Imperial, we understand that innovating doesn’t mean changing our essence, but evolving alongside the preferences of those who choose us. Imperial Michelada Passion Fruit was born from listening to consumers and reinterpreting flavors that are part of our culture of enjoyment.”
Fruity flavors like passion fruit have become increasingly popular for their distinctive acidity and aroma. Loría explained, “Passion fruit brings freshness, acidity, and a distinctive character that naturally blends with lemon and salt—elements typical of the michelada experience. The result is an authentic, refreshing proposal aligned with local taste.”
Costa Rica’s beer market has shown interest in beverages that combine tropical flavors with traditional formats. The new offering is available in 350 ml cans at supermarkets, corner stores, and convenience shops throughout the country during the summer season.
In addition to launching the new beer, Imperial is collaborating with national artists on a music video titled “Besito Maracuyá.” The video will be released on January 15 across all platforms and aims to celebrate summer as well as Costa Rican identity through music. This initiative continues Imperial’s ongoing support for local talent and its efforts to use cultural expressions as a way to connect with audiences.
“At Imperial,” said Loría, “we reinforce our role as a brand that seeks to amplify the Costa Rican voice, using this cultural language as a space for expression, gathering, and real connection with audiences.”
