Wednesday, July 18, 2007

Bottoms-up or Bottom Line

Flybe, Europe’s largest regional airline (according to a press release this week), has secured an exclusive arrangement with Wines4Business, one of the top online retailers of wine and Champagne in the UK. drum roll if you please.

“This is another industry first for Flybe,” said Simon Lilley their director of marketing. “In the same way that we have pioneered and innovated in other areas, this deal with Wines4Business will mark the UK’s first ever low cost airline wine club."

Even as we speak there's feverish activity over at Ryanair and easyJet in an effort to innovate. Probably one of them will do a deal with Tesco so that you can order your shopping onboard for delivery to your home before you arrive back from that business trip.

Two things occur. British Airways used to have a wine club, so the innovation is that they're the first 'low cost airline' to do it. It will no generate them a single extra passenger and while I'm sure the costs of setting it up are minimal to Flybe it is doubtful that it will put any significant revenue on the bottom line.

BA still do have a wine club.

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