International Airlines Group (IAG) is building connections between its onboard service and passengers at home with the launch of an online wine delivery business – The Wine Flyer.
Part of its loyalty scheme developments, the offer aims to enhance the value of the loyalty currency, Avios, and give passengers the chance to enjoy the airlines’ wine choices post-flight.
The Wine Flyer, which will operate under a newly-formed subsidiary of IAG Loyalty, and is the first move in a new retail venture drawing on the expertise of IAG’s wine buyers.
British Airways Executive Club members will be able to collect Avios points on wines they buy and will be offered a monthly buying subscription service. Avios points can also be used to obtain wine at lower prices.
The Wine Flyer will feature a curated range of wines, beers, spirits, and non-alcoholic drinks as well as providing access to products served on British Airways’ flights, such as the Teusner’s ‘The Riebke’ Shiraz, which has been served in premium cabins, exclusive British Airways products like BrewDog Jetstream and many well-known brands like Moet and Penfolds.
Jack Smith, newly appointed CEO of IAG Loyalty’s subsidiary, said, “Wine is an area of huge passion for hundreds of thousands of British Airways Executive Club members and I believe we have a unique skillset to build this retail business that can support an already highly engaged customer base.”