…
British Airways is to add some extra sparkle to its wine lists as it seeks out the world’s most prestigious wines to create an in-flight cellar any Michelin-star restaurant would be proud of.
The airline is making a substantial investment in Champagne and wines on board and customers will see the new premium vintages taking flight from September 2011.
The first in the series is Grand Siècle by Laurent-Perrier, the jewel in the Laurent-Perrier Champagne crown, which normally retails at £120.
The sleek bottle that is usually only found in the world’s most prestigious hotels, bars and top retail outlets, will be available in the airline’s First class cabin for the next year. British Airways will also be announcing a new Champagne for Club World next month.
Wines are being selected to match dishes on the menu, and some wines will fly only on a particular route to ensure they are tailored to the customer demographic, destination and time of day.
Asian routes will see two highly revered wines flying later this year: Puligny-Montrachet 1er Cru Le Champ Gain 2007 and Corton Bressandes Grand Cru 2008.
Frank van der Post, British Airways’ managing director, brands and customer experience, said: “It’s always important that the wines we serve reflect the style, sophistication and quality of the onboard experience, and with this investment we have no doubt that British Airways will raise the bar for wines in the sky.”
The announcement comes just as British Airways was awarded ‘Best red wine’ for its Argento Malbec in World Traveller cabins in the ‘Skyscanner’ wine awards. Last year British Airways purchased 10.6 million bottles of wine.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
