American Airlines is launching a wine club to remind their customers that flights can be a “special experience.” When air travel declined last year after lockdowns, airlines’ expensive bottles of wine and champagne began “gathering dust.” To make use of the excess alcohol and reach their customers, American Airlines launched “Flagship Cellars,” a wine club curated by the airline’s sommelier Bobby Stuckey, which sells international mix of whites and reds “culled from the same stuff served in lounges and onboard flights,” and can be bought as a full collection or as part of a monthly subscription. According to the brand, this was a way for them “to generate activity with people as well as keeping them engaged with [the brand], even if they may be flying only once or twice a year.” (Adweek)
