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November 2nd, 2006

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Delta’s new high-flying cocktails

Little things mean a lot aloft, like a really good drink, perhaps after a long road trip, or to ease yourself back into the workaday world after vacation. But not just any cocktail will do.That’s the thesis behind Delta Air Lines’ liaison with nightlife entrepreneur Rande Gerber. Delta and Gerber, who with brother Scott co-founded After Midnight Company, are cooking up cocktails meant to be both distinctive and delicious.

Gerber intends to create a new signature cocktail each quarter for the nation’s third-largest airline. Fliers will be able to quaff the product either aloft, or in Delta’s Crown Room Clubs® and BusinessElite® lounges.

For up-front fliers, those traveling in First Class or Business Elite, the drinks are on the house. Same for members of the Crown Room. International coach-class customers get a free cocktail, beer, or wine with their meals. In addition, international coach passengers, and those traveling in the back of the airplane domestically, can purchase one of the carrier’s signature cocktails for $5 each.

Delta is making a bunch of changes to its product: re-working seating, refurbishing aircraft, and adding digital in-flight entertainment on some aircraft.

The carrier, making marked progress on the path to emerge from Chapter 11 Bankruptcy, is a key member of the worldwide SkyTeam alliance.

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