Nice: Delta Will Serve Taittinger Champagne In Business Class

In the coming weeks, Delta Air Lines will upgrade its business class champagne, which is an exciting development for those premium passengers who enjoy a glass or two of bubbles. This was rumored some time ago, but has now been officially revealed internally.

Delta One business class getting Taittinger champagne

As reported by @xJonNYC, as of March 1, 2025, Delta will begin serving Taittinger champagne in business class, as part of an official new collaboration. Specifically, the expectation is that we’ll consistently see Taittinger Brut Reserve served in Delta One business class on long haul flights. This isn’t expected to be served in all Delta One markets — for example, it won’t be available on transcon flights that have Delta One marketing (where the sparkling wine certainly could use an upgrade).

In late 2024, we learned about Delta’s goal of making its Delta One product best-in-class, and that includes a variety of initiatives, with the champagne upgrade being among those. Other improvements are expected to include continued investments in Delta One Lounges, expanding the Missoni partnership, rolling out free Wi-Fi on long haul flights, upgrading catering, and more.

In recent years, Delta has reportedly seen a sharp drop in its net promoter score (NPS) among Delta One passengers traveling across the Atlantic, so obviously the airline is looking to reverse that trend. I still think doing something about the quality of the 767 business class product is a key part to improving customer satisfaction, though the other initiatives certainly help as well.

Here’s how Kristen Manion Taylor, Delta’s SVP of In-Flight Service, describes this champagne update:

“As we continue to strive to be the brand of choice for our customers, we constantly push to elevate the Delta One experience with premium products, dining and hospitality. Taittinger is a champagne that represents a quiet, sophisticated elegance that will ‘wow’ our Delta One customers.”

Meanwhile here’s how Andrea Robinson, Master Sommelier for Delta, describes these changes:

“Delta’s wine program is industry-leading — from partnering with renowned brands to highlighting little-known gems of the wine world, the creativity, commitment and sheer excellence the brand and its people deliver in-flight is second to none.”

Honestly, there’s little that’s more entertaining than some of the quotes that Delta puts out. Delta’s wine program is industry-leading? Compared to… like, Spirit? Delta’s excellence is “second to none?” I’m delighted to see Delta upgrading its champagne, but let’s be clear, historically Delta has greatly underinvested in wines.

US airlines are seeing nice champagne upgrades!

Delta is the second US airline in recent times to upgrade its business class champagne. Recently, a new partnership was announced between United and Laurent-Perrier, whereby that’s now the champagne in United Polaris business class.

The two champagnes are roughly at the same price point, so I don’t think either airline will necessarily have the edge there, as it all comes down to preferences. Regardless, many passengers will appreciate the consistency of knowing exactly what to expect.

There’s also something to be said for premium collaborations, and the halo effect that has for a brand. I have a non-miles & points friend who recently flew Delta One, and the first thing he mentioned to me is how he got a Missoni amenity kit. I’m not sure if it’s good or bad that this was the most memorable part of the flight for him. 😉

Some people will say “well no one chooses an airline because of champagne.” That’s of course true, but marketing and branding is important, and it’s one small aspect of how the airline positions itself overall. Generally, no one chooses an airline because of any one particular thing, but rather because of the entire, bundled value proposition of price, schedule, and product.

The other thing to keep in mind is that these collaborations aren’t necessarily that costly for airlines. When you have an exclusive partnership like this, you can bet that Delta is getting a huge discount on the champagne, given the mutually good marketing. Taittinger is exposing a pretty affluent crowd to its product, and the hope is that it generates more business for the company.

This leaves American as the only one of the “big three” US carriers without a champagne collaboration so far. Of course American has historically greatly lagged Delta and United in its quest to be premium, though the airline now has a change in strategy, and reportedly realizes it needs to invest in product in order to earn the profits it hopes to achieve.

Only time will tell what that looks like. The airline has 99 problems, and champagne ain’t one of them (well, or maybe it’s the 99th problem).

Bottom line

As of March 2025, Delta is launching a new collaboration with Taittinger, whereby we’ll see the airline pouring that as its champagne in Delta One business class on long haul flights. This is a positive development, and follows United recently announcing a Laurent-Perrier partnership. US airlines sure are investing in their premium products, and that’s nice to see…

What do you make of Delta’s Taittinger collaboration for champagne?