The holiday season in Costa Rica is usually brimful and awash with parades featuring elaborate displays of carrozas (floats), marching bands, carnival dance performances, live music, tasty (yet not very healthy) food, family activities, and -of course- lots of beer. This year, however, the Nicoya Brilla (Shines) Parade will be missing one key sponsor and participant: Cerveza Imperial.

We are just a couple of days away from one of Costa Rica’s most colorful holiday parades. The Nicoya Brilla parade is one of the most awaited events by residents and visitors in Guanacaste. This year it will take place on Friday, December 7^th, but it will not count with the presence of Cerveceria Costa Rica, which handles the important task of brewing and distribution of Imperial beer around the world. In the nine-year history of the Nicoya Brilla parade, the absence of this major brewery, which is owned by the leviathan Florida Ice and Farm Company (FIFCO), is unprecendented.

According to online news site Primero en Noticias, Cerveceria Costa Rica was very involved in the organization of the holiday parade in Nicoya. In fact, the brewery was responsible for erecting stages for bands and other performers, and they were also in charge of providing refreshments to those marching in the parade -although it is unclear if the refreshments included Imperial or Pilsen. Alas, it seems that the arrangements came tumbling down with the termination of a key FIFCO employee.

Weeks ago, Roy Salazar was dismissed from his duties as sales manager for FIFCO. He was the main man when it came to exploring branding and product placement opportunities for Cerveceria Costa Rica at the Nicoya Brilla parade. The reasons that resulted in his termination are unknown, but the fact remains that the brewery is out. Still, the show must go on, and it will begin on Friday at 11:00 a.m. with a extraordinary session of the Municipal Council of Nicoya, which will observe the 165^th anniversary of the canton.

The fun will begin at 7:00 p.m., at which time the parade will kick-off in front of the Mundiplaza Hotel and will continue for 800 meters until it reaches the Colonial Plaza in front of the San Blas Church. According to the municipality, roots reggae and ska bands will play during the festival.

Beer lovers: Rest assured that although Cerveceria Imperial will not contribute the usual lavish floats, sexy dancers and free t-shirts, there will likely be opportunities to purchase their ice-cold beverages; but, please remember that this is a family event.