It Takes Free Booze to Get People on Amtrak

I predict that this marketing stunt will backfire:

WASHINGTON (AP) - Amtrak is trying to gin up new business by offering $100 in free alcohol to customers on some overnight trains.

The national passenger rail company is making the unusual offer to promote a new high-end service being offered on a trial basis for certain sleeper car trips.

Members of Amtrak's guest rewards program—the railroad equivalent of frequent fliers—can get a $100 per person credit for alcohol between November and January.

The offer of free drinks comes on top of the dinner wine that is already included in the cost of a ticket for GrandLuxe trips on the California Zephyr—chugging between Chicago and San Francisco—the Southwest Chief between Chicago and Los Angeles, or the Silver Meteor between Washington, D.C., and Miami or Orlando, Fla.

At about $6 for a house wine or $7 for a top-shelf scotch, that credit could fuel a long ride. The credit would not go nearly as far for, say, a $250 bottle of Dom Perignon—also available.

The only thing worse than being stuck on a long train ride is being stuck with drunk passengers. If you have to bribe them with booze to ride the train, maybe you need to rethink the quality of your service.