The ability to enjoy a libation while flying is a long-standing perk. But the increased access and options reflect efforts by some airports to boost revenue, as well as a growing marketing savvy by airlines, which now sell everything from meals to day passes to their premium lounges, travel experts say.
"What's happening is airlines are becoming better retailers of products," says Jay Sorensen, a consultant, who says the cocktail push by U.S. airlines began during the last year. "They're doing things to highlight the fact that, 'Yes, indeed, we do sell alcohol on the airplane.' They're trying to mimic what occurs on the ground in terms of consumer promotions."
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