Between Incas and Indians: Inca Kola and the construction of a Peruvian-global modernity

M. Cristina Alcalde

Research output: Contribution to journalArticlepeer-review

11 Scopus citations


Inca Kola is the only national cola to outsell Coca-Cola in its own territory. This article situates the marketing and success of Inca Kola within broader theoretical debates on the relationship between the local and the global and underscores the usefulness of more nuanced understandings of the local by bringing to the forefront internal heterogeneity and local hegemonic discourses. I suggest that Inca Kola is successful in large part because it bridges the gap between the local and the global and the traditional and the modern by presenting an alternative to Coca-Cola's American-global modernity through the construction of a Peruvian-global modernity. I then complicate notions of the local by analyzing how the Peruvian-global modernity represented in Inca Kola's ads is internally hegemonic and suggest that Inca Kola's marketing is better understood in terms of its embeddedness in urban white-mestizo racial hierarchies.

Original languageEnglish
Pages (from-to)31-54
Number of pages24
JournalJournal of Consumer Culture
Issue number1
StatePublished - 2009


  • Advertising
  • National identity
  • Peru
  • Race
  • Soft drinks

ASJC Scopus subject areas

  • Business and International Management
  • Social Psychology
  • Arts and Humanities (miscellaneous)
  • Sociology and Political Science
  • Economics and Econometrics
  • Marketing


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