A brew of ancient coca is Bolivia’s buzzy new beer. But it’s unclear if the world will buy in

By PAOLA FLORES
Associated Press

TRINIDAD PAMPA, Bolivia (AP) — Buzz is building around a new star beverage in Bolivia, where the coca leaf has long been legal despite the U.N.’s blanket prohibition due to the plant’s association with cocaine. It remains questionable whether Bolivia will be able to convince the world to accept the hardy leaf that has inspired spiritual rituals among Bolivia’s Indigenous communities for centuries — and more recently, a deluge of coca-related products, including El Viejo Roble’s new coca beer. But in recent months Bolivia’s government has revived a decadesold push not only to destigmatize the plant and make it legal to export but also to create a global market for coca liquor, soap, shampoo, toothpaste, baking flour and more.