Not A Whine: Emirates’ Unbelievable First Class Wines

Not A Whine: Emirates’ Unbelievable First Class Wines

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Emirates is known for its top notch first class product, which is among the best in the world. While there are lots of things people enjoy about the experience (like the A380 first class shower), in this post, I’d like to focus on Emirates’ massive investment in wine, as Emirates is in a league of its own in that regard.

It’s rare you see an airline run circles around the competition with any one aspect of the experience, but that’s exactly what Emirates is doing.

Emirates’ unparalleled investment in wine

In 2014, Emirates announced that it would invest $500 million in its wine program, which is obviously an unheard of amount for an airline to invest in one element of the soft product. While there are several top airlines offering good wine in premium cabins (in particular, champagne in first class), Emirates’ investment in wine is on a completely different level.

The Dubai-based airline made a long-term investment in its wine program in order to procure the best vintages up to a decade before they’re ready to be consumed. In many cases, the airline is investing in wines before they’re even bottled and released to market. The airline even has its own cellar in France, which back in 2014 had over a million bottles of wine in it, many of which haven’t even been released.

Fundamentally, Emirates’ approach to wine is completely different than you’ll find with any other airline, since it’s not just about going to suppliers and seeing what the best value is at any given point. Instead, it’s about developing a long term, cohesive strategy, and investing accordingly. Admittedly it helps when your shareholder is the government of Dubai.

Emirates has some fantastic wines

An example of Emirates’ first class wine selection

Emirates is known in premium travel circles for consistently serving Dom Perignon champagne in first class (the vintage changes over time), which is of course lovely. The airline even upgrades that sometimes, serving Dom Perignon Rose or Dom Perignon P2, both of which retail for significantly more.

Dom Perignon in Emirates first class

But beyond that, Emirates’ wine selection is more or less a “surprise and delight” situation, and evolves over time. If you’re flying Emirates first class, you can look up the wine list prior to the flight, though note that last minute changes are always possible. The closer to departure you are, the more finalized the wine list is.

Just how good is the selection? Just take a look at an Emirates flight from Miami (MIA) to Bogota (BOG) in a few days, which is one of the carrier’s fifth freedom flights from the United States. Below is the first class wine list.

Emirates first class wine list
Emirates first class wine list
Emirates first class wine list

Just to highlight some of the most expensive options (and this says nothing of Hennessy Paradis Cognac, which retails for ~$1,300 per bottle):

Meanwhile many of the other wines are in the ~$100 retail range, which is still way more than most other airlines spend on their first class wine.

What I personally find most intriguing about Emirates’ wine selection is the “surprise and delight” element to it. The airline doesn’t make a big deal of its amazing wines, and you really wouldn’t know about how exceptional some of the choices were, unless you’re a wine expert or do some research. I sort of love the casual elegance of it all, which is otherwise very un-Emirates.

Now, let me acknowledge that I’m not a huge wine snob, and price is not entirely indicative of quality. My point with sharing this is twofold:

  • I’m fascinated by this from the perspective of the general investment that Emirates is making in its passenger experience, which should be commended
  • In many (though not all) cases, especially when they’re thoughtfully chosen, more expensive wines actually do taste better; I remember the first red wine I ever enjoyed in my life was Opus One in Emirates first class, and red wine has grown on me progressively since

The Emirates first class lounge wine safari

Emirates’ best first class wines are typically found inflight. However, if you’re visiting the Emirates first class lounge Dubai (there are three locations — the A Concourse location is the biggest), keep your eyes peeled on the wine selection there as well.

The basic wines on display are typically nothing that impressive. However, you can go on a little bit of a “wine safari” in the lounge, and if you go to the various drink stations, you may very well find some of the the same exceptional wines served onboard in the lounge. You can even ask employees, because sometimes they keep them a little hidden.

Why are these wines sometimes available in the lounges, but not always? It’s because Emirates places some of the excess wine from onboard in the lounge. This is worth mentioning because it’s much easier to get into Emirates’ most premium lounges than it is to get into Emirates first class (Skywards Platinum members get access, and you can also buy access at a relatively reasonable cost).

For those who have some time to kill while connecting, walk around one of Emirates’ most premium lounges in Dubai, and take note of the wines (whether you have knowledge off the top of your head, or need to Google).

Emirates lounges have some amazing wines

Bottom line

Emirates has invested more than any other airline in the world in wine. When most people hear that, they probably think of the Dom Perignon champagne that the airline is famous for serving, but that’s probably the least interesting aspect of Emirates’ first class wine selection.

What’s most intriguing is how the airline consistently serves some incredible red wines in first class (and sometimes white wines), which often retail for $400-600 per bottle. I’d honestly be fascinated to know how Emirates justifies such a big wine investment, in terms of the impact the airline believes this has on demand. Don’t get me wrong, I’m delighted, it’s just rare to see an airline outpace the competition so much.

Admittedly Emirates has continued to make it harder to book first class with miles. You now need Skywards elite status to redeem in first class, which says nothing of the high redemption rates. On the plus side, you can still upgrade day of departure with miles, which is probably the best deal.

Anyone else find Emirates’ wine investment as fascinating as I do?

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  1. Neil Guest

    It’s their best in-flight differentiator in my opinion. Opus fan here - fingers crossed it’s stocked on one of my future flights.

  2. iamhere Guest

    I wonder about the return on investment in such a case and if it really contributes to people flying Emirates because of it.

  3. Peter Volny Guest

    Since we live in Phoenix, we have only had the pleasure of flying Emirates a few times but totally agree on the quality and selection of wines. Regrettably our main transAtlantic airline is BA whose selection and quality of wines is terrible. Even their "bubbly" is British.

  4. Johnmcsymthe Guest

    Must be nice to have a 100% pure flow through of government money to purchase your onboard products.

  5. Eric Schmidt Guest

    I'm not really sure why you would call it an "investment". To me wine is almost purely $ burnt up in the air, and not likely leading to people actively choosing an airline on the basis of the wine selection or paying higher fares. It is a pure conceit, an airline spending that much money on it. It isn't an investment.

    I think that's why even the general set of best airlines buy wine...

    I'm not really sure why you would call it an "investment". To me wine is almost purely $ burnt up in the air, and not likely leading to people actively choosing an airline on the basis of the wine selection or paying higher fares. It is a pure conceit, an airline spending that much money on it. It isn't an investment.

    I think that's why even the general set of best airlines buy wine that is approximately of the class to be expected, and not much more. It becomes a pure cost center and decrease to profits to go above and beyond. It's being drunk excessively by people who just want the novelty and won't fly again, or drunk minimally by people who aren't going to stop flying if you changed to a slightly lesser priced wine.

    1. Omar Guest

      The only reason I consider paying up for EL F is the wine list. Everything else is overrated.

    2. Super Diamond

      You already have a direct contradiction in TravelinWilly's comment earlier. And I know this is a logical fallacy, but considering Emirates has done this for many years now they must see some kind of return on this investment so I'd trust that over your armchair intuition with no inside knowledge (that was not an insult at all :)).

    3. Neil Guest

      Rationale for the use of the term “investment”:

      https://www.thejakartapost.com/travel/2017/01/06/emirates-has-invested-500-million-to-build-a-fort-knox-of-wine.html

  6. Mike H Guest

    My DXB-IAH flight last week in F they were pouring Chateau Mouton Rothschild.

    1. ntdavis1 Member

      WOW! Lucky guy you are ;-)

  7. Lefteris Guest

    They do a great job with their wines.

    Wish I could say the same thing with Delta. D1 international still is subpar. Something you would not expect from a “premium” airline. Domestic first class is nearly undrinkable.

    They brag about their somm Andrea Robinson picking great wines for the airline. I think they give her a max retail/bottle of $10

    1. AeroB13a Guest

      Lefteris, surely expecting any U.S. airline to serve a half decent bottle of wine is like hoping to be sold a beef wellington in MacD’s …. only joking …. :-)

    2. BDM Guest

      Haha, but United actually has a decent wine program in Polaris. AA and Delta are both terrible.

  8. michael Guest

    Ben,
    Maybe I am showing my ignorance (or lack of refining) - and someone please correct me - but on the headline picture of the Opus 1 - the glass has bubbles in it....I thought that was a sign of residual soap in the glass as wine should not have than many bubbles? that seems like a lot of bubbles for a red?

    1. michael Guest

      or that there is something odd with the fermentation process?
      not something I would expect from an Opus 1?

    2. Eskimo Guest

      Something you expect from someone who pours wine like they pour grape juice.

    3. AlanZ Guest

      Opus one is a fine red wine. What the F are you talking about bubbles?

    4. michael Guest

      in the glass in the picture at the top of the article.....

      Eskimo - I just drink right out of the bottle or a styrofoam cup, hence the question

  9. GRkennedy Guest

    Ben - as you said, it's not about the price (and for that matter, there are better and cheaper Champagne than Dom Perignon...), but:
    - Puligny-Montrachet is probably amongst the best which White Burgundy has to offer
    - Fargues is also amongst the best sweet White Bordeaux (and more reasonably priced than Chateau Yquem - the family running Fargues actually used to owe Chateau Yquem)

    Impressive indeed. I'm sure Air France even does...

    Ben - as you said, it's not about the price (and for that matter, there are better and cheaper Champagne than Dom Perignon...), but:
    - Puligny-Montrachet is probably amongst the best which White Burgundy has to offer
    - Fargues is also amongst the best sweet White Bordeaux (and more reasonably priced than Chateau Yquem - the family running Fargues actually used to owe Chateau Yquem)

    Impressive indeed. I'm sure Air France even does this. And I won't comment on BA/LH/KL's shameful selection of tasteless Australia/Chilean/Spanish wines (apparently some of the BA cabin crew think anything sparkling can be called "Champaine"...)

    However, for someone flying economy most of the time it's noteworthy that AF offers decent wines in economy, including Champagne :-)

    1. GRkennedy Guest

      (Typo) I'm sure Air France *doesn't even does this

  10. AeroB13a Guest

    …. and the U.S. airlines wonder why they will never be considered as World Class airlines …. they simply cannot compete on the world stage.

    1. GRkennedy Guest

      No offense, but last time I flew from the US, the gentleman in front of me asked the AF stewart to pour orange juice in his Champagne (which he refused, as in France this is punishable by imprisonment).

    2. AeroB13a Guest

      Nice one GR, thank you for the grin …. :-)

      If the chap was a Brit, then chances are he must have been an influencer or a reality show ‘performer’.

    3. Luke Guest

      Didnt know mimosas are illegal in France (which btw was invented in hotel Ritz Paris) :)

    4. Dennis Guest

      I just flew AF La Premiere and had the bottle grand siècle all to myself as the other 3 passengers were not drinking champagne. At the end of the flight after a long sleep there was just a little bit left in the bottle and the flight attendant happily poured me a mimosa to finish of the bottle for breakfast :)

  11. TravelinWilly Diamond

    I'm far from being an oenophile, but I have to say that EK never fails to impress, and that they go so far out of their way to procure the best wines possible is yet another reason I make it a point to fly EK first over other offerings (LH, LX) when flying to South Africa. For Australia, it's always a bit of a tossup between EK and SQ, and for Asia it's between EK,...

    I'm far from being an oenophile, but I have to say that EK never fails to impress, and that they go so far out of their way to procure the best wines possible is yet another reason I make it a point to fly EK first over other offerings (LH, LX) when flying to South Africa. For Australia, it's always a bit of a tossup between EK and SQ, and for Asia it's between EK, SQ, and AF.

    Considering that AF is, well, FRENCH, one would think/hope they would up their wine game in La Première.

  12. Dusty Guest

    I didn't realize Emirates went so above and beyond with their wine selection. That's actually really impressive.

    1. AeroB13a Guest

      Far too many travellers believe that EK is for the fur coat and no knickers brigade. Put off by the bling and because it is ME owned, they overlook the substance behind the show.

  13. Vodelhaus New Member

    @Ben

    Love your blog but please I beg you make more of these dad puns

  14. Sam Guest

    @Ben

    Love your blog but please I beg you stop with these dad puns

    1. justindev Guest

      @Sam

      ROFLMAO...
      Well played grasshopper... well played...

      :-) :-)

Featured Comments Most helpful comments ( as chosen by the OMAAT community ).

The comments on this page have not been provided, reviewed, approved or otherwise endorsed by any advertiser, and it is not an advertiser's responsibility to ensure posts and/or questions are answered.

Luke Guest

Didnt know mimosas are illegal in France (which btw was invented in hotel Ritz Paris) :)

1
Mike H Guest

My DXB-IAH flight last week in F they were pouring Chateau Mouton Rothschild.

1
michael Guest

Ben, Maybe I am showing my ignorance (or lack of refining) - and someone please correct me - but on the headline picture of the Opus 1 - the glass has bubbles in it....I thought that was a sign of residual soap in the glass as wine should not have than many bubbles? that seems like a lot of bubbles for a red?

1
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