Southwest Airlines is raising the price of alcoholic beverages on its flights.
Starting Thursday, March 1, the nation's largest domestic carrier, whose in-flight drink menu has long bragged about "$5 happy hour, every hour," will charge $1 or $2 more per drink.
The new prices are still $1 cheaper than Southwest's major competitors' prices in most cases.
Beer: $6 for Miller Lite or Dos Equis, $7 for premium beer including Fat Tire, Lagunitas and Leinenkugel's Summer Shandy.
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Southwest spokeswoman Melissa Ford said Southwest hasn't changed its drink prices since 2009 and that the new prices are still competitive.
Passengers have complimented Southwest in the past for its cheap drink prices.
The price increase won't affect passengers who use Southwest's coveted drink coupons. Members of Southwest's Rapid Rewards frequent-flier program get four free drink coupons after every 10 flights (five round-trip flights).
And travelers who buy the priciest tickets, Business Select, get a coupon for a free drink the day of travel.
Southwest also offers passengers one free drink on a handful of "holidays'' throughout the year. The remaining days this year: St. Patrick’s Day, Southwest Airlines’ birthday (June 18) and Halloween.
Southwest unveiled a new drink menu, with new options including tequila, in late 2015 to boost revenue.
The drink price increase comes on top of an increase in Southwest's last-minute upgraded boarding fee.
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