International Airlines Group (IAG) has launched a new wine delivery business, which will allow customer to earn and redeem Avios on purchases.
The Wine Flyer will operate under a new formed subsidiary of IAG Loyalty, and will replace BA’s similarly named partnership with Laithwaite Wines, which ends on September 30.
The new venture will launch in early October – there is a website live at thewineflyer.co.uk, but it currently has few details on pricing and Avios earning / redemption opportunities.
However IAG has provided Business Traveller with the following information:
- Members of the British Airways’ Executive Club loyalty programme will be able to collect up to 10 Avios per £1 spent on more than 140 varieties of wine
- Customers making one-off payments will collect 5 Avios per £1 spent on their total basket value, and those signing up to a subscription option will collect 10 Avios per £1 spent
- A special introductory offer will be available until December 31, 2022, offering 10 Avios per £1 on one-off purchases, and 15 Avios per £1 on subscriptions
- When redemption becomes available, members will be able to purchase wine from as little as 8,000 Avios per case of six, and there will be options to purchase with a combination of cash and Avios
A press release says that from next month “British Airways Executive Club members can collect Avios on their favourite vintages, followed by the ability to order their bottles of choice on subscription as is convenient to them”.
“With a monthly subscription, members could earn enough to fly to short-haul destinations like Paris, Barcelona or Naples in just six months,” the release continues.
Avios redemptions will be added “shortly after” the launch of the new programme.
IAG said that The Wine Flyer “will focus on a curated edit of wines, beers, spirits, and non-alcoholic drinks as well as providing access to products served on British Airways’ flights, such as the Teusner’s ‘The Riebke’ Shiraz, which has been 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 make Avios a valuable tool across everyday spending that can help lead to those once-in-a-lifetime trips and rewarding experiences.
“It is also a major step forward in enhancing the British Airways Executive Club proposition for members who want a range of options to collect and redeem their Avios.”