in Mexico, and perhaps repeated elsewhere in the world, the dominance of Coca-cola can be traced directly to their policy of providing a free, serviced, high quality refrigerated unit to tens of thousands of tiny mom-n-pop storefronts on the condition that they are kept stocked and in a prominent position in the shop. In many of these shops today, and in all of them back in the 70's and 80's, it is/was the only refrigerated storage in the shop, and sometimes (rarely nowadays) the only source of chilled anything in an entire village.