Heineken rebrands Costa Rica operations

Heineken has introduced HEINEKEN Costa Rica as the name for its integrated operations in the country, following the acquisition of beverage, food, and retail assets from Florida Ice and Farm Company. The move formalizes the company’s expanded presence in Central America and signals a broader regional growth strategy.

The operation brings together more than 4,600 employees, four manufacturing plants, and 13 distribution centers, alongside a portfolio of over 50 brands spanning beer, soft drinks, and retail outlets. The business also continues to align with Heineken’s global sustainability commitments, including water conservation, carbon reduction, and responsible consumption.

Brand identity reflects combined heritage

The newly introduced logo integrates visual elements from both companies’ histories. It features a barley seed in green and light blue, referencing local heritage, alongside symbols linked to Imperial beer and Tropical soft drinks. These are combined with Heineken’s red star and typography to create a unified identity for the Costa Rican market.

The branding aims to reflect the integration of the two businesses while positioning the operation for long-term development in the region.

Regional hub for growth strategy

The integration supports Heineken’s EverGreen 2030 strategy, which focuses on premiumisation, portfolio expansion, and sustainable growth. HEINEKEN Costa Rica is set to function as a regional hub, overseeing commercial execution, innovation, and logistics across Central America.

The company states that the operation now ranks among its top five globally in terms of operating profit, strengthening its role in driving growth across high-potential markets.

Leadership outlines regional ambitions

Dolf van den Brink, Chairman of the Executive Board & CEO, Heineken: "This is a significant moment for HEINEKEN. The integration of the Costa Rica operation and its regional platform marks the beginning of a new chapter for our presence in Central America. We are excited to build the future of the business in the region together, connecting the strength of our global brands with the talent and potential of this market, inspired as well by its strong sustainability agenda and deep, unmatched understanding of the market."

Alex Carreteiro, President, HEINEKEN Americas: "The integration of these operations strengthens our regional platform and will allow us to accelerate commercial execution, expand our portfolio with strong brands—across beers, flavored alcoholic beverages, as well as functional and refreshing drinks—and increase our competitiveness. HEINEKEN Costa Rica is key to continuing to grow sustainably and innovatively in Central America, with an aligned regional vision and a truly unmatched route-to-consumer model."

Continuity in local leadership

Rolando Carvajal Bravo will continue as General Manager, overseeing the transition and ensuring continuity in operations. The company confirms that existing services will remain unchanged as integration progresses.

www.theheinekencompany.com

Follow Marketing Report on LinkedIn