The essential difference is that the Bolivian version contains the Cola leaf itself; an ingredient famed for being in the original medicinal Coca Cola drink, but also being an important cash crop to Bolivia as it forms the basis for the drug called Cocaine.
The new Coca Colla is sold as an “Energy Drink” and so jumps on the back of the world wide trend in “Energy Drinks”. The market was, as we know, pioneered by Red Bull, although those of us old enough to remember would say Lucazade was probably the first. Now the UK’s drinks-to-go cabinets are stuffed with a huge variety of full size “Energy Drinks” down to small “Energy Shots” to keep you going.
The main active ingredients in most energy drinks are Guarana (an Amazonian Herb) Taurene, a synthesised ingredients, and extracts of good old fashioned Caffeine. It is the concentrations of these ingredients which have such a potent and addictive effect.
The active ingredients raise the levels of adrenaline in the bloodstream and give a high or a rush. Adrenaline is naturally produced when, for example, people exercise. But when it is produced in excess i.e. when an athlete wins a big contest, then very often the athlete will suffer just after the event with clouds of gloom and lack of self worth … these feelings are attributed to the after effects of adrenaline.
The Bolivians are very proud of their drink which they insist gives you a mild buzz and they feel that their home made brew is a worthy opponent of the imported Cola drinks.
The new native Colla is made by a company with a start up capital of a few hundred pounds, but it is reported that the Bolivian government is backing the enterprise as it is adding value to the coca leaf.
Drink anyone?!
David James
Creative Director
bartlett mitchell
