In southwestern Colombia, Afro-Colombian communities have preserved the tradition of making viche, a potent liquor distilled from sugarcane. These communities, among the poorest in the country, rely on boats for transportation and have safeguarded this ancestral practice for centuries. Viche, which holds cultural significance in rituals from birth to death, is now gaining popularity across Colombia, particularly in cities like Bogotá and Cartagena. Despite its growing appeal, the drink faces legal challenges and concerns about cultural appropriation, as some fear that new producers outside Afro-Colombian communities may dilute its heritage. The Petronio Álvarez Pacific Music Festival has played a key role in bringing viche to wider attention, but issues surrounding its regulation and commercialization remain unresolved.