New Zealand-based wine producer Invivo Wines has announced that tickets are now available to purchase for flights operated by its subsidiary airline Invivo Air. The announcement comes as the wine company looks to expand into the aviation industry and capitalize on a revitalized demand for tourism and travel.

Invivo Air

Given that it markets itself as the world's first winery airline, Invivo Air's value proposition is arguably the most unique of any carrier. The airline offers all-inclusive experiences starting at $1,149 NZD ($730 USD as of the time of writing of this article) that include a flight to a wine-growing destination with an onboard wine-tasting course as well as an overnight stay at the wine-growing destination.

At this time, Invivo Air's fleet consists of a single twin-engine Saab 340 that can transport up to 36 passengers at a time. The airline will likely consider purchasing additional aircraft as its business continues to grow.

The carrier's first flight is expected to take off on January 31st, 2023 from Auckland towards Queenstown and will include a wine-tasting experience hosted by airline co-founders Tim Lightbourne and Rob Cameron. In addition, the carrier will treat passengers to a four-course meal at the Botswana Butchery and host them at the Hilton Queenstown Resort & Spa, which is located right alongside the beautiful Lake Wakatipu.

The carrier also offers low-alcohol and alcohol-free options for passengers that prefer those instead.

Travelers looking to experience the world's first winery airline can purchase tickets on Invivo Air's website.

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Revitalized demand for tourism and travel

The launch of Invivo Air comes at a time when demand for travel has finally returned to normal following a turbulent couple of years for the aviation industry. In fact, travel demand has even exceeded pre-pandemic levels in some parts of the world, indicating not only a full recovery but also growth in those sectors.

Invivo Wines' attempt at launching the world's first winery airline is, therefore, the latest in a series of attempts by businesses around the world to establish themselves as key players in the reinvigorated market for tourism. In this case, the business happens to cater to a relatively large market of wine lovers.

British Airways recently announced a similar undertaking in which the airline appointed a Master of Wine to help select wines to be sold on flights.

Invivo Air's business model is one that has great potential. If executed correctly, wine enthusiasts from around the world will flock to New Zealand to experience wine tasting in the air and on the ground via the airline's all-inclusive packages. Whether or not the concept actually takes off is something that remains to be seen, but for now, the carrier is on track to benefit from the revitalized demand for travel. Other airlines would do well to watch Invivo Air closely and consider similarly creative avenues now that travel demand is on an upward trajectory. Otherwise, they may ultimately find themselves in the position of missing out on their slice of the pie.

Source: Business Traveler