Mobissimo

Why does business equate to drinking?  Strange how that combination is engrained in the American psyche.  Power lunch, happy hour, morning briefing ... Anyway, Southwest and business service seem to be oxymorons, but what the hell, everyone's tired of the singing flight attendant and quirky ads, so maybe this is the next step.

Southwest Airlines is offering prized business customers a chance to jump to the front of its boarding lines.

The Texas-based carrier, known for its low fares and egalitarian approach to customers, unveiled Wednesday the first concerted push in its 36-year history to win corporate travelers.

Effective tomorrow, Southwest will roll out new "Business Select" fares, priced about 10 percent above its regular non-refundable tickets, that will guarantee travelers a spot in the first group of passengers to board the plane -- and a free cocktail once they're in the air.