Morale, probably. Soldiers feel better if they get little luxuries like wine or chocolate. If you have a domestic industry making a product, they might want to offer their product to members of the military. This gives them product sales and good press, and might encourage the soldiers to keep using the product after they leave the military. Pizza became popular in the US partly because soldiers who fought in Italy in World War II developed a taste for it. Hershey got a big boost in their business when they made chocolate for the US military in WWII. Coca Cola got so big partly because they provided Coke for members of the military. Makers of other products would probably love it if this happened to them.
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