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Inca Kola (also known as "the Golden Kola" in international advertising) is a soft drink that was created in Peru in 1935, by British immigrant José Robinson Lindley using lemon verbena (verbena de Indias or cedrón in Spanish). 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. It has been described as "an acquired taste" whose "intense colour alone is enough to drive away the uninitiated."

The Coca-Cola Company owns the Inca Kola trademark everywhere but in Peru. In Peru, the Inca Kola trademark is owned by Corporación Inca Kola Perú S.A., which since 1999 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. 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.

Background
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.

Origin


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 (Verbena de Indias or Cedrón). 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).

Market expansion


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.

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). A common logo in the late 1970s and early 1980s featured the slogan "Made of National Flavor!" (¡De Sabor Nacional¡), later changed to "The taste of Peru" (El Sabor del Perú).

The Coca-Cola Company
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


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 l bottles, cans, and individual bottles.

Competition


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).

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. 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


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." 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"). 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.

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." 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."

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.

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. 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?").