United Airlines recently introduced a new offering for economy passengers: canned wine selections typically reserved for Business Class. Starting October 2024, economy passengers can purchase wines from two women-owned brands: Maker Wine and Just Enough Wines. The selection includes Just Enough’s Rosé, Cabernet Sauvignon, and Chardonnay, as well as Maker’s Brut Bubbles, priced at $12 per 250mL can. This size equates to about one and a half glasses of wine, giving passengers a premium, in-flight wine experience at an affordable price.
The decision to offer these wines in aluminum cans is not only about providing variety but also supporting sustainability. Aluminum can be recycled more efficiently compared to the plastic bottles previously used on flights. United’s move to canned wine aligns with its broader environmental goals, including reducing waste and promoting more eco-friendly options in the airline industry.
The inclusion of these wines in economy comes after a positive reception of rosé in United’s Polaris Business Class and high demand from passengers for better wine options. United’s Managing Director of Hospitality, Aaron McMillan, stated that the airline aims to elevate the onboard experience by delivering a “more premium experience” for economy travelers as well.