Apparently there’s a real rivalry among airlines for first class wine service–although you’d never guess it in the back of the bus where the wine selections are generally bad enough to drive a wine to beer.
A piece in Bloomberg details how Emirates has splashed out over $40 million a year on wine for the last twelve years. No comparative metric is given in the story (how much do other leading airlines spend on wine?) but it sounds like a big number to me.
(On a side note, there is something incongruent that Emirates spends such a sum on alcohol given that one of the five pillars of Islam is not to drink alcohol.)
Joost Heymeijer, who runs in-flight catering at the airline, details their buying strategy, which, interestingly, involves buying and then storing wines in a “Fort Knox-style” facility in Burgundy: The Emirates stash currently has almost 4 million bottles slumbering, some of which have escalated in value.
Sadly, that seems to be the point as Heymeijer said in the story: “It’s an investment. We look at it like a commodity.” Ugh. When they buy, they buy in 10,000 bottle lots, often from Champagne and Bordeaux. But they have even snapped up Burgundy, buying 2,000 cases of Corton-Charlemagne, cited as a tenth of the total production of the appellation.
They do pull some corks though, serving 9 million glasses of champagne last year, among other things. Check out the story for more details.
One amusing item appeared in the kicker. Asked about the Bordeaux 2015 vintage, Heymeijer replied “Not as good as 2010, but in Saint Emilion, Passat, and Margaux, it will be very good, probably better than the 2010.” Ah, yes, the renowned Passat appellation…probably a transcription error, but, yes, a case of top Bordeaux does sometimes go for about the same as a new Passat.