Tl;dr – Help us wine drinkers, Ben Minicucci – you’re our only hope.
Hello, Ben. I know you’re busy, so I’ll be brief here.
I’m in dire need of your assistance with a major issue, something that’s been troubling me for a while. After much research in the field, I’ve come to the following determination: it’s too difficult for most folks to get out to wine country. I recently returned from my favorite AVAs (American Viticultural Area) in Walla Walla, which is serviced by just two daily flights, both of which go to the same destination – Seattle.
Look, Walla Walla isn’t an outlier here. Paso, SLO, Lodi, Medford – they could all stand for better connectivity.
You might be wondering to yourself – ‘Is this really that big of an issue?”. Well, my good Rob McMillan at Silicon Valley Bank (he has no idea who I am) might think so. For a few years, he’s been writing about the creep of a major downturn in the wine industry as Boomers exit the market. Someone needs to step up to fill that gap in the market, and those ‘someones’ are going to be folks like myself – millennials. The problem is that some folks need an on-ramp. Wine may not feel approachable to some. The best way to cure this? Make wine familiar. One of the best ways to do that? Get folks out to the grapes.
Ben, are you willing to provide the chariots?
I’m sure you’ve heard the famous saying, “You can lead a horse to water, but you can’t make him drink.” Well, I believe this isn’t true for millennials. You can transport them to the vines…and they absolutely will drink.
At this point, you might be wondering to yourself, ‘Who is this jabroni?’ Let me start by telling you who I’m not. I’m NOT an unhinged passenger who wishes upon your demise simply because they didn’t get into one of your lounges. I’m just a regular guy who likes wine.
The Solution
Ok, so what am I proposing?
The ‘Wine Run.’ A fixed mutli-leg fare that will allow folks to experience the best wine regions in the nation. Each stop will put travelers no more than 45 minutes from the heart of a major wine region so that right after deplaning, they can head to the vines.
I’m envisioning two different routes: The ‘Traditionalist’ vs. ‘The Challenger.’ (Maps courteasy of Great Circle Map).
Both routes will originate (or end) in Los Angeles (LAX), and the first stops will be the same. We’re headed to Santa Barbara County (SBA) to explore the Santa Ynez Valley and the fantastic Pinot Noirs of the Sta. Rita Hills (best in the nation, fight me).
From there, we head to SLO County Airport (SBP) so we can visit the good people of Paso Robles and see what types of Rhone blends they might have for us. The two routes will make one final harmonious stop in Monterey (MRY) – the gateway to the vineyards of the Santa Lucia Highlands, Chalone, and Carmel Valley.
Here’s where the routes diverge. The Traditionalist is named so, as there’s probably someone rage-typing away on their keyboard right now, ready to comment, ‘What about Napa? What about Sonoma?’ Well, Chief, let’s hit the backspace key.
The Traditionalist remaining flight path includes stops in places most wine fans might know well. You’ll continue up the coast, stopping in Charles M. Schulz Sonoma County Airport – Santa Rosa (STS), Rogue Valley International Medford Airport (MFR), Portland International Airport (PDX), and Seattle Area (PAE-Paine Field).
What’s convenient about the Traditionalist route is that you’ll bypass the traffic and drama of the Bay Area cities by flying directly to Santa Rosa, allowing access to Napa Valley and Sonoma. It is the same for Seattle as Paine Field is in Everett, WA, only 26 minutes from the wineries of Woodinville. PDX is just about 45 away from Chehalem and Sherwood in the Willamette Valley. And if you’re wondering about Medford, you should know that the Rogue Valley AVA is home to over 150 wineries. Even Traditionalists can get funky every once in a while.
Let’s go back to our Challengers that we left in Monterey. For these folks, we’re off to Sacramento (SMF). From here, we’ll be a stone’s throw from the Zinfandel growing on the old vines in Lodi. Although they are both over 45 minutes away, Sacramento conveniently provides access to Amador County, as well as Napa/Sonoma, for those who can’t shake it. Indeed, Challengers can have their cake and eat it too.
Here’s where we truly get adventurous. Our next stop is Boise, Idaho (BOI), and not for the potatoes. We’re rolling out to Caldwell, Idaho to taste Syrahs along the Snake River. IFKYK.
From there, we’re off to Walla Walla, WA (ALW), where we’ll enjoy top-notch wines made from a roster of the flagship varietals during the day, and we’ll film our cheesy-small-town-Hallmark-film in the quaint downtown by night.
Where does the Challenger route end, Ben? Here’s the kicker. Kelowna.
That’s right—one for YOUR home team. Let’s help folks experience the lore of the Okanagan.
Why Alaska Airlines?
Perhaps you’re asking yourself – ‘Why Alaska Airlines? Aren’t there other carriers that could make this happen? Why, you?’
As far as other carriers, let’s be real. Look, I don’t want to say some of the other players have been asleep at the…never mind. Let’s keep things civil and acknowledge that they don’t have the necessary route coverage here.
Why Alaska? Well, you’re the most wine-friendly airline. You’re the only airline that lets your first case of wine fly FREE at 32 of your West Coast airports. (Though I learned the hard way that this doesn’t apply to international departures from these cities. We can talk about that one later).
BTW, let’s not be afraid to get creative or generous here. What if ‘Wine Run’ passengers get TWO cases checked for free? Am I being greedy?
Plus, you already have the infrastructure in place. In addition to flying to all the desired airports, you already provide solid multi-city routing, which will be critical for this ambitious venture. Perhaps most importantly, you already have the blueprint for what we need here. Maybe you’ve noticed that this idea takes inspiration from the most famous Alaska Airlines route of them all – the “Milk Run.”
And finally, ‘Why You?’ Well, Ben, from what I can tell, you seem to follow through on the things you set out to achieve. Case in point – when we were all down bad during the height of the pandemic, you put some ‘big talk’ out there about what you envisioned for Alaska Airlines:
‘One of my aspirations is to get Alaska on the national map – to be viewed not simply as a regional airline. What oneworld does is open the world to our airline and customers. I’ll use Seattle as an example: We have a massive domestic network in Seattle. And when you add our oneworld partners, we’ll add at least seven international destinations out of Seattle. For loyal customers of Alaska, they can accrue miles on Alaska and redeem them on British Airways, Qantas, Japan Airlines, Cathay Pacific, Qatar Airways, among others. The ability to redeem and accrue miles, and access the 650 worldwide lounges in the Alliance, wherever an Alaska customer is, make their Mileage Plan benefits go so much further.’
– Alaska Airlines CEO Ben Minicucci
Flash forward to today, and what do we see? The post-Hawaiian merger, Alaska Airlines is the reason the oneworld Alliance is going to rule the Pacific. You’re carrying the Alliance at this point, and while you’re probably used to it by now – you do operate the biggest air cargo network, after all – there’s carrying the team, and then there’s carrying the team. Alaska is Dwayne Wade in the 2006 NBA Finals. The otoro course at any omakase seating. Phil Collins for Genesis, after Peter Gabriel flew the coop. Isn’t it time for some rest?
Wouldn’t it be great to kick back and enjoy a nice velvety glass of something earthy? Maybe from Milton-Freewater?
Ben, I do hope this piece makes it across your desk, as time is of the essence. If we’re not careful, if we don’t act expeditiously, we might be one step away from a full-blown crisis. We need folks out in those grapevines, sampling the bounty of the land, and I, for one, am ready to do my part.
What say you, Alaska Airlines CEO Ben Minicucci – Can I count on you?
After all…:
