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Inca Kola
Inca Kola
TypeSoft drink
ManufacturerCorporación José R. Lindley S.A.
Country of origin Peru
Introduced1935
Related productsCoca-Cola, Kola Real

Inca Kola (also known as "the Golden Kola" in international advertising)[1] is a soft drink that was created in Peru in 1935, by British immigrant José Robinson Lindley[2] using lemon verbena (verbena de Indias or cedrón in Spanish).[3] The soda has an unusual sweet, fruity flavor that somewhat resembles its main ingredient, lemon verbena, locally known as Hierba Luisa. Americans compare its flavor to bubblegum or cream soda.[4] It has been described as "an acquired taste" whose "intense colour alone is enough to drive away the uninitiated."[5]

The Coca-Cola Company owns the Inca Kola trademark everywhere but in Peru.[6] In Peru, the Inca Kola trademark is owned by Corporación Inca Kola Perú S.A., which since 1999[7] is a joint venture between the Coca-Cola Company and the Lindley family, former sole owners of Corporación Inca Kola Perú S.A. and Corporación José R. Lindley S.A.. Inca Kola is a source of national pride and patriotism in Peru, a national icon.[2] Inca Kola is available in parts of South America, North America and Europe, and while it has not enjoyed major success outside of Peru, it can be found in Latin American specialty shops worldwide. Inca Kola is yellowish-gold in color, and is sold in glass and plastic bottles of various sizes and cans of the same color with an Inca motif.

History

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Background

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In 1911, in Rímac, one of Lima's oldest and most traditional neighborhoods, an immigrant English family began a small bottling company under their family name, Lindley. In 1928, the company was formally chartered in Peru as Corporación José R. Lindley S.A., whereupon Joseph R. Lindley became its first General Manager.[8][9][10][11]

Origin

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Peruvian President Augusto B. Leguía and José Lindley (left to right) at the Lindley Corporation's first factory

By the early 1930s, the company had a line of ten flavors of soda including Orange Squash, Lemon Squash, Champagne Cola, and Cola Rosada. In 1935, on the occasion of the 400th anniversary of Lima's founding, Lindley introduced what was to become its most noted product, Inca Kola, whose flavor was based on Lemon Verbena (Spanish: Verbena de Indias or [Cedrón] Error: {{Lang}}: text has italic markup (help)). He had experimented with various mixtures, other ingredients and levels of carbonation until finally, he came up with this combination of thirteen special plant derived flavors. The company launched "Inca Kola" under the slogan "There is only one Inca Kola and it's like no other" ([Inca Kola sólo hay una y no se parece a ninguna] Error: {{Lang}}: text has italic markup (help)).

Market expansion

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Inca Kola advertisement with slogan ¡De Sabor Nacional! ("Of National Flavor"), promoting the drink's national appeal

By the mid-1940s, Inca Kola was a market leader in Lima due to an aggressive advertising campaign appealing to the prevalence of Peruvian nationalism among the population. Bottling volume expanded greatly, growing steadily and positioning it as a traditional Peruvian drink, using national and indigenous iconography and images. This advertising campaign appealing to nationalism was very successful.[citation needed]

Inca Kola reached levels of 38% market penetration by 1970, eclipsing all other carbonated drinks in Peru and firmly establishing itself as "Peru's Drink" ([La Bebida del Perú] Error: {{Lang}}: text has italic markup (help)). A common logo in the late 1970s and early 1980s featured the slogan "Made of National Flavor!" ([¡De Sabor Nacional¡] Error: {{Lang}}: text has italic markup (help)), later changed to "The taste of Peru" ([El Sabor del Perú] Error: {{Lang}}: text has italic markup (help)).

The Coca-Cola Company

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Este largo liderazgo en el mercado peruano causó que, en 1999, Coca-Cola adquiriera, por 300 millones de dólares, el 49% de las acciones de la Inca Kola. Como parte del acuerdo de compra, la Corporación Lindley obtuvo el derecho de embotellar Coca-Cola y las marcas afines (Fanta, Sprite, etc) en el Perú. La transnacional estadounidense obtuvo, por otro lado, la propiedad de la marca para su producción y comercialización fuera del país manteniendo mientras que, la Corporación Lindley la propiedad de la misma en el Perú.

En el momento de la transacción, Inca Kola tenía cinco plantas de producción de esta bebida en los Estados Unidos, pocas en América Latina y una en Tailandia. La marca estaba patentada en todos los países del mundo. Por su parte, la empresa Coca-Cola se comprometió a incrementar su producción en el extranjero, especialmente, con miras al mercado asiático por ser compatible con su gastronomía y no con las gaseosas de color oscuro.

Present

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"I'll make an offer you can't refuse"

Por ahora, la bebida es importada por Europa y se encuentra en varios lugares de venta especializados de comida peruana. Sin embargo, en España también se producen réplicas de esta bebida dirigidas al público Latino Americano.

No obstante, Inca Kola sigue siendo la gaseosa con mayor número de ventas en el mercado peruano, producto de la campaña publicitaria vigente en donde se resalta los símbolos y valores nacionales. Es común entre los peruanos relacionar la bebida con la amplia variedad de la gastronomía peruana, alcanzando un nivel de ingrediente indispensable de muchas cartas gastronómicas.

On January 22, 2009, Inca Kola partnered with D'Onofrio, an iconic Peruvian ice cream brand owned by Nestlé, to launch an Inca Kola flavored ice pop.

In the United States, Inca Kola is manufactured by the Coca-Cola company and sold in supermarkets in 2-liter (68 U.S. fl oz) bottles, cans, and individual bottles.

Brand

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File:Inca Kola can.jpg
Inca Kola slogan: "The taste of Peru"

Production

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Inca Kola "Golden kola" 2 liter bottles being sold at a California market

Advertising

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Inca Kola advertisement from 1971, featuring Peruvian model Gladys Arista. Inca Kola relied heavily on indigenous cultural elements to gain popular support.

Competition

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Inca Kola slogan: "The taste of Peru"

In 1995, Coca-Cola had 32% of the market share of soda sales in Peru while Inca Kola had 32.9%. Since that year, however, the market share for Inca Kola has increased due to some fast food chains including it in their menus. Bembos, a Peruvian fast-food chain, switched from serving Coca-Cola to Inca Kola in 1995. Due to popular demand, McDonald's also began to serve Inca Kola at its locales in Peru in 1995, before Coca-Cola owned the Inca Kola brand (at the time, the only place in the world where Coca-Cola agreed to such an arrangement).[12]

Lindley underwent corporate restructuring in 1997. The expansion resulted in a debt load that took a heavy toll, and Lindley lost almost $5 million in 1999. The company, looking for outside help, turned to the Coca-Cola Co., which acquired half of Inca Kola Perú and one-fifth of Corporación José R. Lindley S.A. for an undisclosed sum believed to have been about $200 million. Johnny Lindley Taboada, a grandson of the founder and chairman of Corporación José R. Lindley S.A., became chairman of the joint venture between Coke and Inca Kola. Coca-Cola became the sole owner of the Inca Kola trademark everywhere outside of Peru whereas inside Peru a joint-venture agreement was forged.[13] To date, Ecuador and the United States (mostly New York and the rest of the Northeast) are two of the countries where Inca Kola is bottled by the Coca-Cola Company.

During the time that the two giants were negotiating, various smaller companies began to emerge in Peru, selling drinks that competed both with Coca-Cola (Peru Cola, Cola Nacional, Inti Cola, Kola Real, etc.) and Inca Kola (Isaac Kola, Triple Kola, Concordia, Oro etc.). Their main point of attack was the fact that Inca Kola was no longer a Peruvian company, having sold out to a foreign company, and therefore not deserving of their money.

During 2004, Corporación José R. Lindley S.A. started talks to buy out Embotelladora Latinoamericana S.A., a bottling business that had been bottling Inca Kola since 1973. They complained that the price of Inca Kola concentrate had increased sixfold since the merger with Coca-Cola. Consequently, they cancelled their contract to bottle Inca Kola in 2000. As a result, in early 2005 Corporación José R. Lindley S.A. purchased two-thirds of Embotelladora Latinoamericana for $215 million. Corporación José R. Lindley S.A. now bottles Inca Kola as well as all the Coca-Cola products using these bottling facilities, with a combined market share of around 60%.

Popularity

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Inca Kola advertisement featuring Miss World 1967 Madeline Hartog-Bel. The ad states: Lo nuestro esta primero, en el Perú y en el mundo entero ("What's ours is first, in Peru and in the entire world")

Australian journalist Kate Schneider writes in an article for News.com.au that the Pisco Sour "has become so famous that there is an International Pisco Sour Day celebration on the first Saturday in February every year, as well as a Facebook page with more than 600,000 likes."[14] According to Chilean entrepreneur Rolando Hinrichs Oyarce, owner of a restaurant-bar in Spain, "The Pisco Sour is highly international, just like Cebiche, and so they are not too unknown" (Spanish: "El pisco sour es bastante internacional, al igual que el cebiche, por lo tanto no son tan desconocidos").[15] In 2003, Peru created the "Día Nacional del Pisco Sour" (National Pisco Sour Day) an official government holiday celebrated on the first Saturday of February.[16][A]

During the 2008 APEC Economic Leaders' Meeting, Peru promoted its Pisco Sour with widespread acceptance. According to Antonio Brack, Peru's Environment Minister, "Pisco Sour has been the 'star' of the APEC Summit, the drink was served in several meetings at the Government Palace and the APEC Summit venue."[19] At the start of the summit, South Korean President Lee Myung-bak affirmed that "Koreans are drinking Latin American liquors such as pisco sour, and at the same time tango, samba and salsa are gaining popularity among the younger generation in Korea."[20]

American celebrity chef Anthony Bourdain also drew attention to the cocktail when, in an episode of his Travel Channel program No Reservations, he drank a Pisco Sour in Valparaíso, Chile, and said "that's good, but ... next time, I'll have a beer." The broadcaster Radio Programas del Perú reported that Jorge López Sotomayor, the episode's Chilean producer and Bourdain's travel partner in Chile, said Bourdain found the Pisco Sour he drank in Valparaíso as boring and worthless (in Spanish: "A mí me dijo que el pisco sour lo encontró aburrido y que no valía la pena."). Lopez added that Bourdain had recently arrived from Peru, where he drank several Pisco Sours which he thought tasted better than the Chilean version.[21]

In Mexico, singer-songwriter Aleks Syntek controversially posted on Twitter that the Pisco Sour is Chilean. After receiving critical responses to his statement, Syntek apologized and mentioned he was only joking.[22] Mexican television host and comedian Adal Ramones also joked about Pisco Sour, in reference to the 2009 Chile–Peru espionage scandal, on November 17, 2009. Ramones, a fan of Peruvian Pisco, when asked about the espionage, asked what Chileans were spying on in Peru, suggesting it might be how to make a Pisco Sour (in Spanish: "¿Qué quieren espiar los chilenos? ¿Cómo hacer pisco sour?").[23]

See also

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Notes

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  1. ^ The "Día Nacional del Pisco Sour" holiday was initially set for celebration on February 8.[16] However, after the Chilean Pisco industry set its non-government sponsored "Día de la Piscola" (Piscola Day) also for celebration on February 8,[17][18] Peru responded by changing its Pisco Sour holiday to its current date.[16]

References

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  1. ^ "Publicidad The Golden Kola" (in Spanish). YouTube. Retrieved January 11, 2012.
  2. ^ a b Sims, Calvin (December 26, 1995). "Lima Journal; Peru's Pride That Refreshes: Kola of a Local Color". The New York Times. p. 1.
  3. ^ "Inca Kola: The Curious Peruvian Cola". Retrieved January 11, 2012.
  4. ^ "Coca-Cola Agrees to Buy Half of Inca Kola Peru". The New York Times. February 24, 1999. Retrieved January 11, 2012.
  5. ^ Sims, Calvin (December 26, 1995). "Lima Journal;Peru's Pride That Refreshes: Kola of a Local Color". The New York Times. p. 2. Retrieved January 11, 2012.
  6. ^ "Product Descriptions: Inca Kola". The Coca-Cola Company. Retrieved January 11, 2012.
  7. ^ "Gale Directory of Company Histories: Corporación José R. Lindley S.A."
  8. ^ "Ayuda a Pablo y sé parte de la historia del nuevo comercial de Inca Kola" (in Spanish). Retrieved January 11, 2012.
  9. ^ "EMPRESAS TRANSNACIONALES EN EL PERÚ: Nestlé Peru S.A." (in Spanish). {{cite web}}: |access-date= requires |url= (help); Missing or empty |url= (help)
  10. ^ "Créditos Peru" (in Spanish). Retrieved January 11, 2012.
  11. ^ "Corporación José R. Lindley S.A." Inca Kola.
  12. ^ Gafo, Ignacio (September 28, 2008). "Marketing Weblog". Retrieved January 11, 2012.
  13. ^ "Coca-Cola Buys Half of Peru Soft Drink, Rights to Global Distribution...And Unveils Its Own Bottled Water in the United States". All Business. March 1, 1999. Retrieved January 11, 2012.
  14. ^ Schneider, Kate (March 27, 2012). "Kate Schneider Appreciates the Bitter Side of Life with South American Drink Pisco Sour". News.com.au. Retrieved 2012-05-17.
  15. ^ Alías, Marina (April 9, 2006). "Sours chilenos irrumpen en barrio mítico de Madrid". El Mercurio, Revista del Domingo (in Spanish). Santiago.
  16. ^ a b c "Chile Celebra Hoy el Día de la Piscola". El Comercio (in Spanish). Empresa Editora El Comercio. February 8, 2011. Retrieved 2012-12-03.
  17. ^ Ruiz, Carlos (February 8, 2011). "Hoy es el Día de la Piscola: Chilenos Celebran Uno de dus Tragos Típicos" (in Spanish). ElObservatodo.cl. Retrieved 2012-12-03.
  18. ^ Castro, Felipe (February 8, 2011). "Día de la Piscola: A Tomar Combinados" (in Spanish). LaNacion.cl. Retrieved 2012-12-03.
  19. ^ "Peru's Pisco Sour Delights APEC Leaders". Andina.com. November 23, 2008. Retrieved 2012-12-03.
  20. ^ AFP (November 22, 2008). "Peru summit hits sour note with 'Pisco diplomacy'". Google.com. Retrieved 2013-06-19.
  21. ^ "Chef Anthony Bourdain: Pisco Sour Chileno es Aburrido y No Vale la Pena". Radio Programas del Perú (in Spanish). Grupo RPP. July 18, 2009. Retrieved 2012-10-20.
  22. ^ "Alex Syntek Dice Que el Pisco Sour y La Tigresa del Oriente Son Chilenos". Radio Programas del Perú (in Spanish). Grupo RPP. November 19, 2010. Retrieved 2012-12-03.
  23. ^ "Adal Ramones: "¿Qué Quieren Espiar los Chilenos? ¿Cómo Hacer Pisco Sour?"". El Comercio (in Spanish). Empresa Editora El Comercio. November 17, 2009. Retrieved 2012-12-03.

Bibliography

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Wikimedia Commons has media related to Inca Kola.
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