Q COSTA RICA — Heineken Costa Rica will temporarily use words like “diay,” “mae,” “tuanis,” and “pura vida” on Imperial beer cans and glass packaging.
These expressions will occupy the space traditionally reserved for the Imperial logo on select Imperial and Imperial Light products.
The initiative is part of “Only Here Do We Understand Each Other Like This,” a campaign that recognizes everyday codes of Costa Rican identity.
“Words like ‘diay,’ ‘mae,’ ‘tuanis,’ and ‘pura vida’ have transcended their literal meaning to become symbols of identity and belonging,” said Fabián Loría, Heineken Costa Rica Marketing Manager.
The campaign will also include digital content, interactive spaces, and activations for people to share expressions they use daily.
The proposal seeks to highlight the meanings, stories, and ways of living together that these words represent among generations of Costa Ricans.
Heineken Costa Rica is the official name of the Dutch multinational’s consolidated operations in Central America, established after Heineken completely acquired the beverage, food, and retail business of Florida Ice and Farm Company (FIFCO) for approximately US$3.25 billion dollars.
Following regulatory approvals, the transition officially concluded on January 30, 2026, Heineken Costa Rica now directly controls over 50 prominent local and global brands. This includes Costa Rica’s iconic local beers Imperial and Pilsen, Bavaria, Tropical soft drinks, Ducal foods, and the omnipresent Musi and Musmanni convenience store and bakery chains.