Very shortly, 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 the airline has now officially announced it.
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, we’ll consistently see Taittinger Brut Reserve served in Delta One business class on long haul flights. However, this won’t be available 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.
Make of it what you will, but with the new champagne collaboration, Delta shares the below menu pairing recommendations…
Delta’s press releases are just something else
I very much enjoy reading press releases from Delta, because they’re just so over-the-top. Like, you’d think Delta is reinventing the wheel, or that the introduction of this champagne is one of the five biggest events in the company’s history. For example:
Together, Delta and Taittinger combine the airline’s commitment to world-class service with the Champagne house’s legacy of luxury and craftsmanship. Marking a historic milestone for both brands, this partnership sets a new standard for in-flight hospitality during Delta’s centennial year.
This is a “historic milestone” for both brands, and “sets a new standard for in-flight hospitality?” Like, serving that champagne is what sets a new standard for hospitality?
Here’s how Kristen Manion Taylor, Delta’s SVP of In-Flight Service, describes this champagne update:
“Not all Champagne is created equal. Taittinger is Champagne for those who know – it represents a quiet, sophisticated elegance that will ‘wow’ our Delta One customers. A family-owned Champagne house, Taittinger’s reputation for excellence mirrors our own, and we’re thrilled to partner with them as we elevate your travel experience.”
“At Delta, we are never satisfied with the status-quo. Our teams are consistently pushing, testing and elevating our offerings with the goal of providing a best-in-class onboard experience. We are always working to surpass our own high standards. Similarly, Taittinger is known for having the highest-quality production, exceeding minimum aging requirements and embodying sustainable practices in addition to creating excellent Champagne.”
Ah yes, Taittinger, the champagne exclusively for insiders, who are “in the know!” And yes, Delta isn’t even competing with other airlines, it’s just constantly working to surpass its own standards!
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.”
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 some way, 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?
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