Airline Launches New Wine Delivery Program

Category: Lifestyle/Entertainment


Unlocking Word Meanings

Read the following words/expressions found in today’s article.

  1. offering / ˈɔ fər ɪŋ / (n) – something produced for sale

    The fast-food chain’s new offerings are a hit.

  2. prestigious / prɛˈsti dʒəs / (adj) – having a high or influential status

    The young actor studied at a prestigious performing arts school.

  3. handpick / ˈhændˈpɪk / (v) – to choose something or someone carefully

    The CEO handpicked her secretary.

  4. considerable / kənˈsɪd ər ə bəl / (adj) – large in size or amount

    He’s lost a considerable amount of weight since he started exercising regularly.

  5. engage / ɛnˈgeɪdʒ / (v) – to create a meaningful connection with someone

    Social media is an effective tool for businesses to engage with their customers.


Read the text below.

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.

Viewpoint Discussion

Enjoy a discussion with your tutor.

Discussion A

• If you had the opportunity, would you try Flagship Cellars’ offerings? Why or why not?
• Do you think Flagship Cellars is a good way for American Airlines to connect and engage with its customers? Why or why not?

Discussion B

• Do you think $300 for a bottle of wine is worth it? Why or why not?
• Why do you think a lot of people enjoy drinking wine (e.g. it’s relaxing, it’s delicious)? Discuss.