Back in the 70's & 80's several airlines designated "special service" on some of their flights. For instance Delta had their "Royal Service" on many Nonstop flights, Western Had "Champagne Flights", Hughes AirWest had "California Wine Taster Flights", Alaska had "Gold Coast" Service & Golden Nugget flights.(only to name a few)
All these flights had special cuisine, special liquors & drinks etc in both Y & F classes. You don't see this type of marketing anymore, mainly because of the cost & the discounted fares, but back then the service was really something.