Arm wrestling But Coca-Cola has been back with a vengeance, and the famed cola wars are going on harder than ever: handicapped by its long absence, the red brand made its ambitious point by quickly introducing half-liter bottles, re-sealable PET bottles and heat-resistant bottles, adapted to small retail points not always equipped with state of the art refrigerating systems. Some vendors were even treated to free fridges. This focus on both customers and retailers was all the more so appreciated that on the other hand, Pepsi was suffering a typical “monopolistic behavior syndrome”, allegedly taking the market for granted.