Why Southwest Airlines Once Claimed To Be Texas' Top Liquor Distributor

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In the early 1970s, Southwest Airlines, then a small and struggling airline, launched a unique promotion during a “fare war” with competitor Braniff. Passengers who paid the full ticket price instead of the discounted fare received a free bottle of premium liquor. This promotion was so successful that, according to company legend, Southwest briefly became Texas’ top distributor of premium liquor, ultimately helping them gain loyal customers and outlast Braniff.

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