Emirates spends $500 million on wine programme

2 Dec 2014 by BusinessTraveller

Gulf carrier Emirates says it has made a US$500 million long-term investment in its wine programme, with the aim of procuring the best vintages up to a decade before they are ready to be consumed.

The airline says it has a strategy of buying the best vintages for future consumption “en primeur” – often before the wines are bottled and released to market.

This has seen Emirates amass over 1.2 million bottles in its own cellar in Burgundy, some of which will not be ready until at least 2020.

“Just as we know how big our fleet will be and where these aircraft will fly, we know what wines we are going to serve in each class on a particular route in four years’ time,” commented Sir Tim Clark, president of Emirates Airline.

The carrier says it offers “world leading” vintages including the Dom Perignon 2003 Rose (being served in first class for a limited time on its A380 services to San Fransisco and Houston), and vintages from labels from “France’s most prestigious vineyards” including Château Lafite, Château Margaux, Château Latour, Château Haut-Brion, and Château Mouton-Rothschild.

At the most recent Business Traveller Cellars in the Sky Awards, Emirates was awarded Best First Class Red and Best Business Class Fortified/Dessert Wine, as well as the Silver medal for Best Overall Wine Cellar.

But the carrier was outdone by its global partner Qantas, which walked away with five awards including the Gold Medal for Best Overall Wine Cellar.

Passengers can browse what wines, ports and champagne will be served on their Emirates flight, by keying in their flight details here.

Mark Caswell

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