Probably the world’s most successful modern airline brand, Dubai-based Emirates, has announced this week that it has invested over US$500 million in fine wine over the last decade.
Following an investment strategy which includes en primeur purchases, Emirates claims to hold 1.2million bottles in their own cellars in Burgundy where they are held for at least a decade before being poured to First and Business class travellers as they traverse the globe.
Sir Tim Clark, President of the airline, commented in an interview that they changed their wine procurement strategy over a decade ago for greater control over their wine stocks and costs. Emirates forward plans the wine to be served to their customers years in advance and Clark gives examples of first class passengers in future flying between San Francisco and Houston (for a “limited time”) will be able to enjoy Dom Pérignon 2003 Rosé, as well as vintages from each of the first growths of Bordeaux; 1998 Pontet Canet will be served between Paris and Dubai and 2005 Penfolds Grange on flights between Dubai and Emirates’ Australian and New Zealand destinations.
We like to think of the world’s supply of our clients’ fine wine being reduced a mile high, increasing rarity and price!