In a statement asking literally "Wine Not?," American Airlines (AAL) - Get Report unveiled plans to launch an "at home wine experience" that offers selections of some of its higher-end wines that it’s not pouring on flights or in lounges for home delivery.
The Fort Worth, Texas-based carrier is launching what it calls its Flagship Cellars program, following an 80% plunge in in-flight wine usage amid the unprecedented travel collapse caused by the pandemic.
“For wine lovers around the world, wine provides a deeper connection to the places they enjoy visiting,” American's Chief Customer Officer Alison Taylor said in the statement. “We created Flagship Cellars to provide more ways for customers to enjoy our flagship wine even if they aren’t flying in one of our premium cabins.”
Under the program, customers can select from collections of mixed wines, build a custom box or purchase a monthly $99.99 subscription for three wines, including delivery, American said. The offer is open to anyone who’s least 21, and buyers can also earn miles in the airline’s rewards program.
American Airlines' wine selection process consists of a review of nearly 2,000 different offerings, procured roughly a year in advance. Flagship Cellars' offerings include wine bottles that were previously served on American's flight menu about six to nine months prior to their inclusion in the program.