Airline Launches New Wine Delivery Program

American Airlines has launched Flagship Cellars, a program to deliver its onboard wine offerings to customers' own homes. Through the program’s website, customers can buy wine bottles à la carte, which cost between $13 and $300, create their own custom bundles, or purchase a monthly subscription, which includes three bottles of prestigious wine, for $99. Members of American Airlines’ loyalty program can earn two mileage points for each dollar that is spent through Flagship Cellars. Wines undergo a careful process before being chosen as part of the airline's collection. Almost 2,000 bottles are reviewed each year by the company’s wine experts. They handpick the top wine selections based on their recommendations and customers’ preferences. Then, the wine experts present the top picks to the airline's own sommelier, who chooses which ones are most suitable to serve during flights and in lounges. American Airlines hopes that the Flagship Cellars program will bring in a considerable amount of revenue amidst a net loss of $3.6 billion during the third quarter of 2020. Apart from selling its excess wine bottles to generate sales, the company also created the program to connect and engage with customers even when they are not traveling with American Airlines. The airline said that it is planning to retain Flagship Cellars even after the pandemic.