vinzen:

Many airlines still offer the best wines to only their premium class fliers. This is especially true for the American based airliners.  But, time are changing and airlines are realizing the may  have a bigger opportunity here.

Starting next month, Air Nippon Airlines, a Japanese airline company, will be selling coach passengers the same wines served in business class on international flights.

And, many others are realizing the role wine can have on a flight.

“We see many customers doing wine-tastings on board as a way to pass the time, “says Jennifer Janzen, a spokeswoman for the German airline Lufthansa

Here is an example of the KLM offering as well - posted as the “best flight ever” on an MIT students blog. (and this only ranked average on the USA Today article)

The Stemware Store says:

Airlines are finally learning what my local supermarket manager has known for years…you can sell goods while you have a captive audience and maintain an attractive profit margin.  Why not offer a premium wine to a person that is trapped in a tube (i.e. airplane) for a couple of hours?  It’s no different than seeing matchbox cars in your local supermarket.  I don’t know who figured out that matchbox cars were a great item to add to the supermarket aisles but you know what?  It works.  My gut is that wine will be the same kind of offering and it will work just as well.