A supplier of wine or food could sponsor an airplane or a route with its products in exchange of supply of products plus sponsoring fee. In exchange the airline would have the products for consumption during the flight and could organise for example wine testing, wine courses with documentaries and final certificate. The Sponsor would get marketing focused to an attentive audience and the airline would reduce costs of catering and have an extra cash flow entry from the sponsoring fees as well as being 'different' from other airlines. The fares could be reduced and sold as , for example, Flight Shanghai - London with wine testing and wine appreciation course by ......wine company. Can be done with wine, coffee , food, water, fashion ecc ecc.