Salfit, West Bank: Amid a surging boycott of American brands in the occupied West Bank, Chat Cola has emerged as the drink of choice for Palestinians rejecting Coca-Cola over its perceived ties to Israel. The Palestinian-led boycott movement (BDS), fueled by Israel’s ongoing war in Gaza, has driven a 40% sales increase for Chat Cola in 2023, significantly cutting into Coca-Cola’s market share.
Across the West Bank, Coca-Cola products are disappearing from store shelves and restaurant menus, replaced by Chat Cola’s near-identical red-and-white cans. “No one wants to be caught drinking Coke,” said Mad Asaad, a café worker in Ramallah. “Chat Cola is sending a message.”
Launched in 2019, Chat Cola has capitalized on this sentiment, branding itself with a “Palestinian taste” slogan and a nationalistic appeal. “We had to take advantage of the opportunity,” said PR manager Ahmad Hammad, noting rising demand from Lebanon, Yemen, and even Europe and the U.S. The company is now expanding with a new production site in Jordan and launching flavored varieties like blueberry and green apple.
However, Coca-Cola’s West Bank franchise, National Beverage Company, argues that the boycott hurts Palestinian workers too. “We are all Palestinians here,” said general manager Imad Hindi, pointing to the economic toll of the conflict and Israeli-imposed restrictions on business operations.
Meanwhile, Chat Cola continues to navigate challenges under Israeli occupation, from import taxes to shipping delays at border crossings. Despite this, its growing dominance signals a deeper political awakening among Palestinian consumers, reinforcing the boycott movement’s influence across the region.
