How did Coca-Cola benefit from the Vietnam war?

Answer 1

For US Army tank crewmen and Mechanized Infantrymen fighting in the Vietnam War; we received canned Pabst Blue Ribbon Beer, Black Label Beer, and Budwieser Beer in the field, BY THE CASE, free if after fighting a battle. Or, more often, we pooled our MPC (Military Payment Certificates) and gave it to a tank or ACAV crew which made the run into the Base PX and bought it; when the crew returned they partialed out the cases to each tank or ACAV. The most popular canned drinks were tons upon tons (they came by the pallet) of cases of red canned Coco-cola being bought or distributed to the tank and ACAV crews by the same methods described above. There were some cases of blue canned with red lettered RC Colas and some normal looking Pepsi's.

But Black Label Beer & Bud...and Coca-Cola appeared to have been king!

Maybe for the GI's in the rear (Base areas) purchased canned drinks by the singles or six pack...but in country, most GI's will probably ONLY REMEMBER them by THE CASE.