Imperial is renewed, and we tell you all about it

You know those perfect nights, when it's not too cold, the stars are shining, and everyone is in the mood to have a great time? Your drink in hand, your friends nearby, the music hooks you and makes you move your shoulders gently while chatting because everything is magical, and you just can't stay still...

Well, that's how the night went when Imperial revealed its new image. The Imperial Beerhouse, home to one of the best terraces in Buenos Aires, transformed for the occasion into a world of colors and flavors to discover. And that's where we, the friends and ambassadors of the brand, gathered to celebrate the new look. Let us tell you all about it.

New Image, New Commercial, and the Return of the Long Neck

"Savoir has its reward," says Imperial. And last night we learned that the reward can also come in the form of a golden beer bottle, because the Golden beer now comes in a Long Neck format: a 330 ml bottle, perfect for those who love convenience without sacrificing flavor.

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This format already has its fans. Pedro Demuru, the chef at the Beerhouse, confessed that he’s thrilled because this new size has arrived. "People were waiting for it! And I, particularly, am happy because it's like soda... do you prefer it in a can or in a bottle? I prefer it in a bottle," he laughed.

Another fan of the Long Neck was Juan Minujín, the star of the new Imperial commercial, ambassador, and friend of the brand. "Golden has always been my favorite, and I really love this new bottle."

"Golden has always been my favorite, and I really love this new bottle," Juan Minujín

This wave of changes started with a redesign of the image, created alongside Mar del Plata-based designer Panco Sassano. But don't worry, you'll still recognize your beer without any issues: it’s the same Imperial you know, just renewed. “Redesigning is about starting with what you already have. Imperial already has a strong and recognizable identity. We wanted to modernize it, visually simplify it, but without losing its essence. Today, you see it on the shelf and you know it's there: you see the colors and say ‘there’s Imperial,’” explained Patrizio Bergomi, Imperial's Brand Manager.

"Imperial already has a strong and recognizable identity. We wanted to modernize it, visually simplify it, but without losing its essence," Patrizio Bergomi

Juan Minujín and a Much-Anticipated Commercial

A giant screen, a stage, a friendly actor chatting with everyone and letting them know that "the commercial will be shown soon"—that’s how they built up anticipation among the guests: everyone wanted to see the 2025 commercial!

And the spot didn’t disappoint. Starring Juan Minujín, it’s charming and fresh: it makes you want to enjoy the here and now, always with a beer in hand.

"Being the face of the brand gives me a thrill all over my body," joked Juan, laughing. "But seriously, I feel very connected to Imperial, and the commercial turned out great," he told us.

Imperial, Much More Than Just Beer

As good guests, we decided to participate in every activity on offer. What did we do?

• We customized our own glasses, with the help of Rosario artist Anne Gabillot, who created the impressive mural that decorates the venue.
• We perfected our pouring technique at the Beer Truck. The trick? Tilt the glass sideways, then straighten it at the right moment to get two fingers of foam. It turns out PER-FECT.

• We also played Beer Pong, which, if you’ve never played, you might want to avoid: when your opponent sinks a ball into the cups on your side, you have to finish the drink, no matter what. And we lost badly. Demuru shone, and we ate delicious food, as we were able to try some of the dishes always served at Imperial Beerhouse. Our favorites? The crispy chicken fingers with smoked barbecue sauce, beautifully paired with a glass of Imperial Roja, and the cheese tequeños, which are amazing with an IPA.

A special treat: we had the chance to try an Imperial Cream Stout served with nitrogen, which, as Bergomi told us, offers "a creamy, silky texture... and makes you want to keep drinking."

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And if that wasn’t enough, Natalie Pérez’s show added a bit more magic to the night: accompanied by guitar and percussion, Long Neck in hand, the artist invited us to keep enjoying the rhythm of her songs.

An Imperial for Every Palate

Amid conversations and toasts, there was plenty of talk about flavors, because if there’s one thing Imperial knows how to offer, it’s variety. We took the opportunity to try them all: the Roja (smooth and balanced), the IPA (intense and hoppy), the classic Golden, the APA (citrusy and floral), the Cream Stout (creamier and toastier), and also, because the night is long, the Golden alcohol-free.

That’s how Imperial reaffirmed its place as a brand that keeps innovating and offering a beer for every situation. Cheers!