DALLAS — Southwest Airlines Co. has made its last call for free alcoholic drinks, ending an era for a carrier once known as one of the busiest bartenders in Texas.
Southwest earlier this month corked the free booze on weekday flights during peak hours in a belt-tightening move, airline spokeswoman Charlotte Goddard said.
The Dallas-based company some time ago stopped serving free alcoholic drinks on off-hour and weekend flights.
Goddard said she expected some adverse reaction, but not much. Frequent business travelers, the original targets of the drinks program, will be offered some drinks either discounted or on the house.
"We think our customers will understand that this was a business decision" to maintain competitive rates, she said. She also said Southwest's prices, $2 for cocktails and $1 for beer and wine, are similar to other airlines' prices and a bargain.