SOUTHWEST AIRLINES POPS THE CORK ON SANTA ROSA SERVICE, PAIRED WITH SIP AND SHIP PROGRAM FOR WINE LOVERS STARTING APRIL 24

Southwest Airlines (NYSE:LUV) began nonstop service to Santa Rosa (Charles M. Schulz Sonoma County Airport) on April 7, 2026, adding the airport as its 14th intra‑California destination.

Rhea-AI Summary

Southwest Airlines (NYSE:LUV) began nonstop service to Santa Rosa (Charles M. Schulz Sonoma County Airport) on April 7, 2026, adding the airport as its 14th intra‑California destination. Routes connect Santa Rosa nonstop to San Diego, Las Vegas, Denver, and Burbank, with varied frequencies.

Southwest will introduce a Sip and Ship™ program later in April allowing each Customer to check one case of wine at no additional charge from select West Coast locations, with packaging required to meet checked‑bag rules.

Argus Apr 8 session

+6.68% close to close Open Argus

Details

News Market Reaction – LUV

On Apr 8, the first trading day after this news, LUV closed 6.68% above the previous close.

Data tracked by StockTitan Argus for the Apr 8 session.

Market Context

On Apr 8, the first trading day after this news, the stock closed 6.7% above the previous close. A s...

Analysis

On Apr 8, the first trading day after this news, the stock closed 6.7% above the previous close. A strong positive reaction aligns with Southwest’s ongoing strategy of expanding its network and enhancing customer experience. Recent news included new technology like Starlink WiFi on over 300 aircraft and steady dividends, yet price responses were often muted or negative. A sharp move on this route and perk announcement could reflect broader airline sector momentum as well as optimism that ancillary benefits such as Sip and Ship may support demand.

Key Figures

Free wine case: 1 case per customer Program start date: April 24 California airports: 14th airport +5 more

Free wine case

1 case per customer

Sip and Ship program baggage allowance

Program start date

April 24

Sip and Ship wine-check benefit begins

California airports

14th airport

Santa Rosa added to intra-California network

San Diego roundtrips

2 roundtrips

Santa Rosa–San Diego on peak days

Burbank frequency

5 days per week

Initial Santa Rosa–Burbank schedule

Dividend sequence

188th quarterly dividend

Ongoing cash dividend program

Dividend per share

$0.18 per share

Cash dividend payable April 2, 2026

Aircraft with Starlink

300 aircraft+

Planned Starlink WiFi deployment by end of 2026

Historical Context

5 past events · Latest: Mar 16

5 events

1. Mar 16

   Conference presentation

   24h Move

   +2.7%

   Announcement of J.P. Morgan Industrials Conference appearance and webcast details.

2. Mar 10

   Conference notice

   24h Move

   -0.5%

   Initial notice of J.P. Morgan Industrials Conference participation and speakers.

3. Feb 11

   WiFi upgrade plan

   24h Move

   -1.2%

   Plan to deploy Starlink high-speed WiFi on 300+ aircraft starting summer 2026.

4. Feb 10

   Board realignment

   24h Move

   -4.9%

   Two directors stepping off Board, reducing size from 13 to 11 members.

5. Feb 05

   Dividend declaration

   24h Move

   -0.1%

   Declaration of 188th quarterly cash dividend of $0.18 per share.

24h Move is the share-price change in the day after each event; other market factors may also have contributed.

AI-generated analysis. How Rhea-AI works. Not financial advice.

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Travelers can toast to a new destination and fly a case of wine home "on the house"

DALLAS, April 7, 2026 /PRNewswire/ -- Southwest Airlines Co. (NYSE: LUV) began service in Santa Rosa, California's Charles M. Schulz Sonoma County Airport today. To celebrate the airline's wine country expansion, Southwest® will introduce a new Sip and Ship™ program ¹, which will allow Southwest Customers to check one case of wine at no cost from select West Coast locations starting later this month.

"We're excited to open the door to more of California's incredible destinations, especially the stunning wine region of Sonoma County, as we add our 14th airport to our already best-in-industry intra-California service," said Andrew Watterson, Chief Operating Officer at Southwest Airlines®. "By adding service to Sonoma County Airport and launching Sip and Ship, we're offering our Customers even more convenience and an opportunity to continuing sipping and savoring their time in wine country."

Plot Your Trip

Southwest's Santa Rosa (Sonoma County), California service is connecting nonstop to San Diego, Las Vegas, Denver, and Burbank, California. The San Diego and Las Vegas routes are now operating daily, including two San Diego roundtrips on peak days. Burbank will initially operate five days a week, and Denver will operate on Saturdays.

Pack Your Pinot

Southwest's new Sip and Ship™ program lets Customers bring home the best souvenir from wine country – vino! Each Customer can check one (1) case of wine at no additional charge. Selections should be placed in a standard wine shipping box or wine suitcase that meets checked bag requirements.

As Southwest continues to expand its network, including recent openings in St. Thomas, United States Virgin Islands; Knoxville, Tennessee, St. Maarten--which also opened today--and Anchorage scheduled to open in May, the airline remains focused on creating more convenient ways for Customers to explore and enjoy new and exciting places. The introduction of Sip and Ship™ complements this growth by adding a Customer benefit for those visiting wine country ensuring every journey with Southwest delivers reliability, flexibility, and a memorable experience—right down to the very last drop.

ABOUT SOUTHWEST AIRLINES CO.
Southwest Airlines Co. operates one of the world's most admired and awarded airlines, offering its one-of-a-kind value and Hospitality at 117 airports across 11 countries. Southwest took flight in 1971 to democratize the sky through friendly, reliable, and low-cost air travel and now carries more air travelers flying nonstop within the United States than any other airline². By empowering its more than 72,000³ People to deliver unparalleled Hospitality, the maverick airline cherishes a passionate loyalty among more than 134 million Customers carried in 2025. Southwest leverages a unique legacy and mission to serve communities around the world including harnessing the power of its People and Purpose to put communities at the Heart of its success. Learn more by visiting Southwest.com/citizenship.

1. Sip and Ship™ is available on select Southwest® flights to eligible U.S. destinations. Passengers must be 21 years of age or older. One (1) case of wine may be checked at no additional charge, provided it is in the original unopened container with the manufacturer's label and securely packaged in a leak-proof bag with adequate professional packaging designed to fit the proportions of the bottle to prevent breakage. A "case" is defined as a single box or specialized wine suitcase containing up to twelve (12) bottles and weighing no more than fifty (50) pounds. Customers are required to follow the standard sizing policy for checked baggage, which is 62 inches in size (length + width + height). Wheels and handles should be included when measuring. Wine must be checked with a Southwest Customer Service Agent at the ticket counter. The top of the primary shipping container must not be sealed prior to Customer Service Agent inspection at the airport. Wine quantity limitations vary by state. Please check your state's rules for applicable restrictions. Only select flights originating from the above listed states and airports qualify for this offer. Southwest Cargo shipments and flights departing from non‑participating cities are not eligible and standard checked baggage fees will apply. Southwest Airlines® does not accept liability for breakage of liquids or fragile items in checked luggage even if transported in special packaging purchased from Southwest. Offer is subject to change without notice and may not be combined with other baggage fee waivers unless expressly stated.
2. Based on U.S. Dept. of Transportation quarterly Airline Origin & Destination Survey as of Q4 2025.
3. Fulltime-equivalent active Employees as of December 31, 2025.

View original content:https://www.prnewswire.com/news-releases/southwest-airlines-pops-the-cork-on-santa-rosa-service-paired-with-sip-and-ship-program-for-wine-lovers-starting-april-24-302736328.html

SOURCE Southwest Airlines Co.

FAQ

AI-generated questions and answers. How Rhea-AI works. Not financial advice.

When did Southwest (LUV) start service to Santa Rosa (Sonoma County) and which routes operate?

Southwest began Santa Rosa service on April 7, 2026. According to the company, nonstop routes link Santa Rosa to San Diego, Las Vegas, Denver, and Burbank with varied daily and weekly frequencies.

What is Southwest's Sip and Ship™ program and when does it begin for LUV customers?

Sip and Ship™ lets each Customer check one case of wine at no additional charge, beginning later in April 2026. According to the company, wine must be packed in a standard wine shipping box or wine suitcase meeting checked‑bag rules.

How often will Southwest operate the new Santa Rosa routes announced April 7, 2026?

Frequency varies by route: San Diego and Las Vegas operate daily, Burbank starts five days a week, and Denver operates Saturdays. According to the company, San Diego has two roundtrips on peak days.

Which packaging and baggage rules apply for the free wine case under Southwest's Sip and Ship program?

Wine must be placed in a standard wine shipping box or wine suitcase that meets checked bag requirements. According to the company, the free allowance is limited to one (1) case per Customer from select West Coast locations.

Does Southwest (LUV) plan additional network growth alongside the Santa Rosa and Sip and Ship announcement?

Yes, Southwest cited recent and upcoming openings including St. Thomas, Knoxville, St. Maarten, and Anchorage in May 2026. According to the company, Sip and Ship complements ongoing network expansion and customer convenience efforts.