Coca Colla

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Coca Colla is a Bolivian energy drink made with coca leaf extract. It was launched in April 2010 in La Paz, Santa Cruz and Cochabamba. The drink comes in a 500 ml bottle with a red label and white writing; it is dark caramel in color and tastes sweet, priced at about $1.50. The name “Colla” refers to the Qullasuyu region of the Inca Empire and to the Aymara and Quechua people who traditionally use coca leaves. The flavor comes from coca leaves, the same plant used to make cocaine, so Coca Colla is restricted in many markets and not sold everywhere.

Under President Evo Morales, Bolivia promoted coca agriculture and legitimate uses for coca from 2006 to 2019. The government set aside land for coca growing and planned to increase the area from about 30,000 acres to 80,000 acres to support regulated uses like toothpaste ingredients, medicines, and coca tea. The United Nations has listed coca leaf as a dangerous drug since 1961, and exporting Coca Colla worldwide would require changes in drug laws, including Bolivian law that currently bans exporting coca-based products. Iran has shown interest in more than 2 million units as production expands. A guerrilla advertising collaboration with a European group aims to raise global awareness of Coca Colla. The launch has sparked worldwide discussion about coca’s legal status, while many indigenous people view coca as a traditional plant.