Southwest Airlines began scheduled air service out of Dallas Love Field in 1971. At the time they flew only intra-Texas routes, escaping regulation by the federal government’s Civil Aeronautics Board which at the time set airline routes and prices.
The airline is famous for many things such as it’s irreverence and it’s “Love” theme deriving from its original home airport, which in the 1970s was sexualized (ticket machines were ‘quickies’ and flight attendants wore hot pants designed by then-airline President Lamar Muse’s wife).
 before deregulation, Southwest adopted a two-tiered pricing structure. They matched the new allowable discount pricing of their inter-state competitors, but also charged full fare and rewarding those customers booking more expensive tickets with a bottle of booze to go. And they became the largest liquor distributor in the State of Texas.</p>
<p>Long-time Southwest Chairman Herb Kelleher had a thing for Wild Turkey. And up through 1988 drinks onboard were complimentary. </p>
<p>Drink chits though came with award redemptions, and to this day the most expensive tickets come with a free drink.</p> <!-- /1019006/BoardingArea_DynamicContent -->
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Uh-huh….making it easier for drunken passengers go apeshit aloft.
OMG, so glad I was not on the flight from LAS to anywhere, it is bad enough on Sunday with out adding free drinks!