The pandemic has cost us a lot. Time with loved ones, social interaction, economic stability and … drinking sophisticated wine on airplanes? Airlines are doing a lot less business than normal, CNN reports, and most banned drinking during the flight to reduce the time that flight attendants spend interacting with customers. (I suspect this also reduces debauchery during the flight.) This means that there is a lot of wine assigned to planes with nowhere to go – which is why American Airlines is trying to sell and dispatch the surplus directly to people’s homes.
The new program, called American Airlines Flagship Cellars, will allow customers to buy wine in bottles, in personalized boxes “curated” or through a $ 99 monthly subscription plan with a monthly shipment of three bottles. CNN reports that wine would otherwise be served to customers with American Airlines’ Flagship tickets – basically the most upscale seating option that money can buy on international and transcontinental flights.
American Airlines told CNN that it estimates the new program will bring in revenue of up to $ 50,000 during the first three months of 2021. And that is totally fine – I can understand why a massive operation would want to protect its financial results in times of crisis. The rest of the American’s messages are a little dubious. “While revenue is important, Flagship Cellars is yet another way to engage customers, even when they are not traveling with us,” a spokesman told CNN. “It also gives them a taste of what you can enjoy at Flagship First or Flagship Business.” Of course, I think. I may not be able to go to work, see my friends, make plans for the future, or spend time enjoying my favorite local businesses, but at least I can taste expensive airplane wine. What I would really like, though, is a load of warm ginger ale and some Biscoff cookies. Now That is Lux.