A Hiccup in a Price War

Many antitrust economists are wary of the efficacy of predatory pricing, the strategy of pricing below costs to drive a competitor out of a market. The usual counter-argument is that, for it to work, the inevitable losses this will entail must be recouped after the rival has exited. Recoupment requires higher prices ... that can attract rivals again. Additionally, there are many tactics the prey can implement during the predation phase to try to thwart the predator.

A new one to me is giving away booze. As described in an article for Southwest Airlines 50th anniversary, Southwest pioneered frequent, cheap flights within Texas in the 1970s. In 1973, Braniff and Texas International started a price war offering $13 tickets. This was below Southwest's costs and were intended to drive Southwest out. Southwest countered with two-tiered prices. They would match the $13 price but also offer a $26 price that included a fifth of liquor. Most of its customers were business travelers who would expense the $26 ticket and keep the liquor. Since the liquor cost Southwest less the the the difference in the prices, it made more on the $26 tickets. Few of its customers opted for the money losing $13 tier. And, of course, the publicity of "free booze" was priceless.