Episode 3: Fare Play & A Bottle of Booze

When a price war with a competitor caused big trouble for Southwest Airlines, the company made a marketing gamble that would determine the future of the airline. In this episode, Southwest Senior Vice President and Chief Marketing Officer Ryan Green tells us the story of how Southwest was saved by a fifth of liquor. 

For more stories on Southwest Airlines’ 50 years of flying and a look behind the scenes, check out latimes.com/isthisseatopen.