Seeing as it's called the Emirate Air Line, perhaps it was only a matter of time before they started doing 'in flight' drinks.
From 3 May until the end of September, the cable car is offering passengers a glass of Laurent Perrier Brut NV champagne, as they dangle 90 metres above the Thames.
Treated to a private cabin, punters will enjoy a non-stop 20-minute return trip, accompanied by a souvenir in-flight guide, and music. (What music, we're not sure. If it's Bruno Mars, we're jumping.)
The cost? A not-insignificant £28. A hasty search on Skyscanner shows that you can get cheaper return flights from London to 12 different countries in Europe. Is this a case of TfL taking the fizz?
This effervescent marketing stunt is the latest ploy to keep the often-maligned cable car afloat. Mayor of London Sadiq Khan has previously said he would happily see the Emirates Air Line close, if it couldn't survive without a subsidy of £5m a year. It is, however, now covering its own costs.
'Champagne Flights', as they've been billed, will take place every Thursday and Friday from 5pm until 10pm and every Saturday and Sunday from 12pm until close. They will run through the summer until late September.