BUENOS AIRES (AdAge.com) — Makers of a new Bolivian bendable alcohol alleged Coca Colla are acquisitive the Bolivian government will advice them acquisition costs to aggrandize assembly of the coca leaf-based bendable alcohol and maybe appoint an ad agency.
WHERE DO THEY GET THE ‘ENERGY’? Brand plays up the coca leaf. Credit: Aizar Raldes Coca Colla was advance into the spotlight beforehand this year aback Ospicoca, the drink’s producer, garnered advanced publicity by cleverly confined the alcohol to the army at Admiral Evo Morales’ commencement commemoration as he started his added appellation in office.
Unlike Coca-Cola, which for decades has denied that its abstruse blueprint has any affiliation with coca leaves or their awful concentrated end product, cocaine, Coca Colla flaunts the coca affiliation with a account of the blooming blade on its label.
The soda is produced by Ospicoca, a 4-year-old accumulation of coca producers and chemists formed to acquisition added accepted uses for coca leaves, which are broadly acclimated in Bolivia in articles from tea to toothpaste and are generally chewed by Bolivians to advice bulwark off algid and hunger. Coca Colla is the aboriginal activity for Ospicoca, which stands for Organizacion Social Para la Industrializacion de la Coca, but the accumulation is already cerebration about ablution a coca leaf-based beer next.
Coca Colla isn’t absolutely accessible for prime time yet. The alcohol is accessible alone in 500 cc bottles, is awash mostly in baby markets, and has a appropriate appraisement structure. The aboriginal canteen costs 10 ivianos, about $1.40 — and pricier than Coca Cola — but a added canteen can be bought for amid 3.50 and 4 ivianos, or about 50 cents.
Government helpOspicoca has been in acquaintance with the Bolivian government about allowance the aggregation acquisition means to accounts its growth. A government backer said tests are currently actuality performed on the alcohol to accomplish abiding it meets bloom requirements.
“Ospicoca is still bearing the cooler independently,” said Heidy Orellana, the official backer of the government’s coca blade department, one of three capacity of the Ministry for Rural Development. “Our plan is to [help] seek costs channels to augment the commercialization of the product, aboriginal locally and afresh internationally.”
Awash in bottles with white book on a ablaze red label, Coca Colla is fabricated from coca blade flour, flavorings and a baby bulk of caffeine and sugar. The cooler is alleged afterwards both the coca leaf, a bulb that is around the civic attribute of Bolivia, and the bounded population. The chat “colla” is a bounded appellation apropos to the birth of the aboriginal Aymara people, a ancestry Mr. Morales shares. Mr. Morales has additionally headed a abutment of coca farmers.
PEOPLE’S BRAND: ‘Colla’ refers to Bolivia’s aboriginal population. Although the Bolivian government is still belief Coca Colla and hasn’t provided any financing, Mr. Morales is no fan of the added Coca-Cola. He has criticized the bendable drink, and referred to Coke in a contempo accent as “the aqueous that plumbers use to ameliorate the toilets.” (Of course, he has additionally warned men that bistro too abundant craven could leave them barren and bald.)
The Atlanta-based cola behemothic hasn’t taken activity adjoin Ospicoca and Coca-Cola. Victor Ledezma, admiral of Ospicoca, said that admitting the accessible affinity in the name his accumulation has chosen, he doesn’t see any acumen for Coca-Cola to accompany any affectionate of acknowledged activity afresh them. And he may be right.
A Lima, Peru-based agent for Coca-Cola Transandina said, “The Coca-Cola arrangement in Bolivia supports chargeless action and advantageous competition, which advice advance the civic industry and accommodate consumers a array of options to amuse their needs. …We acceptable any business adventure that favors the advance and development of the industry, as continued as it follows the laws and regulations applicable.”
Another Andean country, Peru, begin abundant success with a bounded Coca-Cola knockoff alleged Inca Kola. Launched in 1953, Inca Kola, alleged afterwards the aboriginal Inca civilization, grew to outsell Coke in Peru. Coca-Cola bought a 50% pale in Inca Kola aback in 1999 for $300 million.
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