The wine club industry never expected a competitor from outside, but that’s exactly who has flown in.

Last week, American Airlines launched its online wine club – American Airlines Flagship Cellars – and is offering to ship its extra wine in custom, curated cases to its passengers for a monthly subscription of $99. 

American has a lot of extra booze since many flights have been cancelled and alcohol sales are banned in cabins to minimize the spread of COVID-19. 

So American raised a glass to conquer the skies from its cellars by:

1. Adding a new revenue stream
2. Engaging its passengers even when they’re not flying
3. Enhancing passenger experience with the brand even at home
4. Getting to know its passengers’ tastes and preferences better

American may be forced to ground some flights, but it’s aiming to stay a mile above its competitors by engaging its passengers to the last drop.