I’ve been on more than my share of flights this summer, both domestic and international, and one thing that bugs me is how poor wine service has become on airlines.

Yea, I know, there is some pretty decent juice poured in business and first class, but I’m talking about the bottles served for $5 in coach. In my recent experience none of the wines on offer are worth the money and I tend to drink ice water on flights as a result.

It would seem to me that this is an interesting marketing opportunity for wine brands of a certain scale or brands known for consistent quality and value. Since bottling for airlines requires a special line out of reach for most small to medium wineries, only larger production brands tend to play here. Some are obviously using this as a way to expose their brand to new customers as about half the time the wines presented to me are from unfamiliar wineries (mostly from the southern hemisphere for some reason).

But what if someone like Cameron Hughes bottled some larger lots or a special blend just for airlines? They could change the wines over time to expose customers to something better than the average fighting varietal now most common. On the back label they could tell their direct marketing story.

I’d definitely fork over $5 for this kind of juice any day.