June 29, 1943 – During WWII General Eisenhower Requisitions Ten Portable Coca-Cola Bottling Plants

At the beginning of World War II, Coca-Cola was already bottled in 44 countries. Robert Woodruff, the president of The Coca-Cola Company from 1923 until 1954, wanted every man in uniform during the war to be able to get a bottle of Coke for 5 cents, “wherever he is and whatever it costs the Company.”

1942 advertisement

Woodruff was also a close personal friend and golfing buddy of General Dwight D. Eisenhower. Eisenhower was only one of many important figures in the military who were fans of Coke. General Patton loved it, although he preferred to drink it with rum in it. General Omar Bradley kept a case of Coca-Cola in his office no matter where he went. Among soldiers, it was so popular and considered such a morale booster that beginning in 1942 Coca-Cola was exempted from sugar rationing when sold to the military or to retailers serving soldiers. (Source: For God, Country, and Coca-Cola by Mark Pendergrast, 2013)

On this day in history, Eisenhower sent a cablegram requesting shipment of “three million bottled Coca-Cola (filled) and complete equipment for bottling, washing, capping same quantity twice monthly.” He also asked for equipment for ten separate bottling machines for installation in different locations, along with sufficient syrup, caps and bottles. Moreover, he asked for an automatic monthly supply.

A young boy and a bulldozer operator with the 64th Seabees drinking cokes in Tubabao, Samar, the Philippines. Gift of James L. Dale, The National WWII Museum Inc.

By Christmas of 1943, the first Coke was rolling off the line in Oran, a coastal city that is located in the north-west of Algeria captured by the Allies during “Operation Torch” in World War II.

Once approved by Army Chief of Staff George C. Marshall, the Coca-Cola Company was more than happy to comply with Eisenhower’s orders.

The bottling plants grew from the 10 initially requested by Eisenhower to 64 plants located all over the world and were operated by 148 Coke employees who held the Army rank of Technical Observer, commonly known as “Coca-Cola Colonels” by soldiers.

The staff of the Coca-Cola bottling plant established on Saipan. Gift of Precilla Porche, The National WWII Museum Inc.