International Airlines Group (IAG) has launched a new wine delivery business, which will allow customers to earn and redeem Avios on their purchases.
The Wine Flyer will operate under a new subsidiary formed from IAG Loyalty and replace BA’s namesake partnership with Laithwaite Wines, which ends on September 30.
The new venture will launch in early October – there is an online website at thewineflyer.co.uk, but there are currently few details on pricing and Avios earning/redeeming opportunities.
However, IAG provided Business trip with the following information:
- Members of British Airways’ Executive Club loyalty program will be able to earn up to 10 Avios per pound spent on over 140 varieties of wine
- Customers making one-time payments will receive 5 Avios per £1 spent on the total value of their basket, and those signing up for a subscription option will receive 10 Avios per £1 spent.
- A special introductory offer will be available until 31 December 2022, offering 10 Avios for £1 on one-time purchases and 15 Avios for £1 on subscriptions
- When redemption becomes available, members will be able to purchase wine from just 8,000 Avios per case of six, and there will be options to purchase with a combination of cash and Avios.
A press release states that from next month, “British Airways Executive Club members will be able to collect Avios on their favorite vintages, followed by the ability to order the bottles of their choice on subscription as they see fit. “.
“With a monthly subscription, members could earn enough to fly to short-haul destinations like Paris, Barcelona or Naples in just six months,” the statement continued.
Avios redemptions will be added “shortly after” the launch of the new scheme.
IAG said The Wine Flyer “will focus on a curated edition of wines, beers, spirits and soft drinks, as well as access to products served on British Airways flights, such as ‘The Riebke’ Shiraz from Teusner, which was served in premium cabins, exclusive British Airways products like BrewDog Jetstream and many well-known brands like Moet and Penfolds.”
Commenting on the news, Adam Daniels, CEO of IAG Loyalty said:
“Today’s announcement is a powerful reminder of our commitment to making Avios a valuable everyday spending tool that can help lead to those unique journeys and rewarding experiences.
“It is also a major step forward in improving the British Airways Executive Club proposition for members who want a range of options for collecting and redeeming their Avios.”