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Bolivia: Coca-Colla drink hits store shelves


As reported early this year( see earlier post), the drink made from the coca leaf and named after the indigenous Colla people from Bolivia's highlands, is now being distributed and is on sale in Bolivia. Some 12,000 bottles were distributed last Monday to the capital city of La Paz, and also to Santa Cruz and Cochabamba.

Yet, there is not comment from Coca-Cola Co on this new red-labelled beverage which appears to have quite a similar name and trade dress, don’t you think? (right)

The Guardian reports that this is not the first time Coca-Cola Co has faced a South American coca rival. In 2005, Colombia started also making and selling a drink based on coca extracts – Coca Sek. However, the drink was banned a year latter due to pressure from the international narcotics control board.

Another situation which can also be seen is future markets. Victor Ledezma, president of the Social Organization for Industrialization of Coca Leaf (Ospicoca), which created, developed and promoted the drink, said that there are plans to export the product. So far he has received offers from China, Paraguay, Brazil, Argentina and Japan. Will the export of Coca-Colla be the final straw for Coca-Cola Co?

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