In recent weeks, Costa Rica’s iconic Imperial Beer’s eagle (‘aguila’ in Spanish), has been turned on its head. It’s been seen upside down on signs, trucks, bottles, billboards and other promotional material. What gives?

Imperial’s press office explained, “The country is passing through very difficult moments that have us all feeling like we are upside down on our heads, but together we will move forward based on our national creed: ‘Pura Vida’, Work and Peace.” They explained that they reversed their logo to convey that for many months the whole world has felt tipped upside down – on its head.” This was a very daring marketing move for the Imperial Company; companies seldom alter or change the look of their icons. People have sat up and taken notice!

This campaign reinforces Costa Rica’s foundation on “Pura Vida”, and all that it represents: peace, happiness, environmental responsibility, and human development. “It matters not if you drink Imperial. All Costa Ricans share the same strength and resilience, recognized internationally as both a brand and a style of life. We are Ticos, and we stand strong.”
Said the Imperial press office, “We want to clarify a subject that has generated much conversation, and explain that the upside down eagle is not an error. In the same way that one must tip the beer to one’s lips to right the eagle, so too can we turn our lives back upright again. We are Costa Rica, and this is not our first time facing adversity. From our company we are taking the first steps to reactivate business – tourist and social – using Pura Vida as a catalyst to right ourselves again.”
Imperial began in 1924, made by the Ortega Brewery, and now made by Florida Ice and Farm Company. It is recognized for being the world’s only “water positive” beer, meaning that the company conserves water at every stage of the brewing process. This is yet another example of Costa Rica’s commitment to preserving the environment.

Imperial is the number one selling beer in Costa Rica. The trademark reflects Costa Rica, its culture and its people. Next time you see the Imperial eagle upside down, smile, and dream of when Costa Rica and the world will regain its balance and get back on its feet

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