Imperial is Costa Rica’s most iconic beer—locally brewed, nationally loved, and deeply connected to the country’s beaches and biodiversity. For decades, it has positioned itself as the beer of Costa Rica, a symbol of national pride. But recently, that leadership has been challenged. Costa Rica is a country where nature is sacred. With 6% of the world’s biodiversity packed into its tiny territory (0.03% of the surface of the Earth), environmental awareness is part of its culture. Yet few Costa Ricans knew that many of their favorite beaches used to be full of seashells—before human extraction wiped them out. This quiet disappearance was both symbolic and real. “Back Home” was created to respond to multiple pressures: to reclaim Imperial’s leadership in sustainability, to reconnect with younger Costa Ricans, and to make the brand’s environmental purpose visible, emotional, and tangible. By literally returning seashells to their beaches, Imperial turned a forgotten environmental loss into a powerful brand act of restoration. It’s a story only Imperial could tell—and only Costa Rica could truly feel.