Branding is just what Alaska needs, and with the proper "follow-through", it can devise a new experience for passengers.

Delta chose Westin brand for its experience within Delta Sky Club and on board F or C experience.

United is choosing to brand the new Business Class Polaris and Lounge with amenities branded as Sak's Fifth Avenue.

Perhaps, Alaska can come up with Nordstrom as the Premier F and Lounge experience provider....and have varied beverage collections.....

Jiburi