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Forbes
03-06-2025
- Business
- Forbes
How Famous Wineries Are Becoming The New Status Symbol At 35,000 Feet
Legacy estates like Heitz and Stony Hill bring terroir and heritage to United's premium cabin. Heitz Cellar In business class, prestige is increasingly measured by what's poured into the glass. As global airlines compete for high-paying passengers, wine is emerging as a new marker of status—less about volume and more about origin, style and association with elite producers. This winter and spring has seen a number of global airlines announce partnerships with award-winning wineries. United Airlines, most recently, announced it would start serving selections from a boutique Napa Valley portfolio in its Polaris business class as part of a multi-year partnership with fine wine importer Demeine Estates. The agreement signals a broader shift among global carriers: wine lists are no longer just about brand recognition. Provenance, winemaking style and rarity now carry the weight of amenity value. Airlines are repositioning in-flight wine as an essential part of the passenger experience rather than an afterthought. The competition is no longer limited to extra inches of legroom or branded pajamas. It's moving toward exclusivity and agricultural identity. 'Ordering wine on a flight can be a roll of the dice,' says Philana Bouvier, president of Demeine Estates, via Zoom. 'However, being served a premium option transforms this gamble into a rare treat, akin to receiving another upgrade.' Airlines are refining their wine programs to meet the preferences of premium travelers with increasingly specific expectations. In 2024, United Airlines served more than 20 million glasses of wine system-wide—1.5 times more than beer or spirits. Within domestic economy alone, United served over 3.2 million glasses, reflecting broad-based demand. But wine at altitude presents technical and perceptual challenges. Pressurized cabins dull aroma and flatten acidity, making delicate or unbalanced wines fall apart in the glass. For wineries accustomed to tight quality control, the conditions are difficult to navigate. But for certain producers, those constraints offer an opportunity to stand out. 'Tasting wine in a pressurized cabin can exaggerate flaws in less structured wines,' Bouvier explains. 'However, wines that have balanced acidity and moderate tannins hold up in the skies.' The new Polaris wine program reflects broader patterns in the airline industry. United is not alone. British Airways recently expanded its English sparkling wine service to include prestige cuvées from Nyetimber and Gusbourne. Delta Air Lines now offers Champagne Taittinger in its business class cabin Delta One. Emirates distinguished itself as the only airline to serve LVMH's prestige champagnes: Moët & Chandon, Veuve Clicquot and Dom Pérignon. These developments point to a deeper interest in conveying value through curation and scarcity. Aaron McMillan, United's managing director of hospitality programs, describes the airline's approach as both selective and flexible. 'This partnership allows us to feature a menu rotation each year through 2028, while still maintaining variety with cycles of other luxury labels throughout the year,' McMillan says. These choices are more than aesthetic. They are designed to serve a clientele increasingly attuned to detail. As in-flight wine becomes a more calculated decision, airline partnerships are beginning to resemble restaurant wine lists: curated, limited and narrative-driven. Selections are now as much about identity as they are about quality. 'The customers in Polaris business class are discerning and expect premium beverage service,' Bouvier says. 'Elite travelers are less concerned about how a wine will taste at altitude and focus on the benefits they will receive for upgrading on a long-haul flight.' The collaboration is United's first long-term wine deal and follows a larger overhaul of its food and beverage offerings that began in late 2023. Unlike traditional airline wine lists, which cycle quickly and rely on bulk-friendly suppliers, this partnership required advanced planning and precise volume forecasting. 'Scaling boutique, limited-production wines across a global fleet is certainly a challenge, but it's one we embrace,' McMillan says. 'The volume required for even a single menu cycle can represent an entire vintage for some wineries.' Part of the appeal for the wineries involved is audience reach. Though the producers are well known within the industry, they are far from mass-market brands. Their limited visibility outside of niche retail or fine dining gives this partnership a dual benefit: reinforcing exclusivity while gaining exposure to a global customer base. 'This will drive brand awareness and traffic to the brand in restaurants, retailers and back home in our estate properties when they return from their travels,' Bouvier says. Not every winemaker would agree to such terms. High-volume airline deals have historically been associated with commodity wines, not estates with cult status. But perceptions may be shifting, especially when service is limited to business and first-class passengers. 'We believe there are only positives in partnering with United's long-haul Polaris service,' Bouvier says. 'The average ticket price to fly this service can be ten to twenty times the cost of a coach ticket. We are reaching the right demographic that is also enjoying other luxury products in business class.'
Yahoo
31-03-2025
- Business
- Yahoo
Demeine Estates and United Airlines Partner to Offer Luxury Napa Valley Wines to United Polaris® Customers
Beginning in Q2 2025, Polaris customers will be offered classically styled fine wines from Heitz Cellar and Stony Hill estates as part of a multi-year strategic partnership NAPA VALLEY, Calif., March 31, 2025 /PRNewswire/ -- Fine wine importer Demeine Estates and United Airlines are excited to announce a first-of-its-kind strategic alliance partnership that will give customers in United's Polaris business class the opportunity to experience luxury wines from Lawrence Wine Estates' renowned Napa Valley portfolio, highlighting selections from legacy wineries Heitz Cellar and Stony Hill on board. This partnership marks United's first-ever, multi-year wine deal. Just as Heitz Cellar Napa Valley Cabernet Sauvignon and Stony Hill Napa Valley Chardonnay are flagships for their iconic wineries, United Polaris is the benchmark for excellence for premium cabin travel. This partnership represents both companies' commitment to top tier hospitality. "We are excited to embark on this innovative partnership with United Airlines to bring fine wines from Heitz Cellar and Stony Hill to the skies," said Philana Bouvier, President of Demeine Estates. "We are proud to offer pre-eminent Napa Valley wines of the highest quality from historical, multi-generational estates. This partnership, along with working closely with David Devine and MJDA, with United aligns closely with Demeine Estates' values and we are thrilled to offer options for travelers to taste and experience Napa Valley history on board." Demeine Estates is widely known for representing, importing and marketing some of the world's finest wines and their portfolio parallels United's commitment to creating a premium on-board experience for its customers. The partnership with Demeine Estates is reflective of United's ongoing investment to elevate the airline's food and beverage offerings. "United customers expect the absolute best quality, whether that be in terms of service or in-flight offerings—and these wines from Demeine Estates are no exception," said Aaron McMillan, Managing Director, Hospitality Programs at United Airlines. "It is our hope that the addition of Heitz Cellar and Stony Hill wines to our Polaris offerings will further demonstrate our tireless commitment to making the in-flight experience the best it can be." More about the wineries and wines: Heitz Cellar: Having played a major role in shaping the history of Napa Valley winemaking, Heitz Cellar's legacy runs deep. The estate's dedication to viticulture, stewardship, and timeless post-prohibition style winemaking have ensured the winery's continued notoriety globally. Heitz Cellar Napa Valley Cabernet Sauvignon: A classically made, full-bodied Cabernet Sauvignon that is a true expression of the breadth of Napa Valley terroir. This wine was ranked #3 on Wine Spectator's 2021 Top 100 list. Stony Hill: With a truly unique terroir and climate within Napa Valley and similar to Burgundy, Stony Hill is considered to be "America's greatest white wine estate." The estate vineyards are farmed organically and are cultivated to keep the integrity of the land and winemaking style intact. Stony Hill Napa Valley Chardonnay: A true expression of classic Stony Hill Chardonnay, this wine perfectly showcases the mineral, saline cornerstone that has become the stamp of this dynamic vineyard. This wine was also named one of the Top 10 American Wines of 2024 by Decanter. The expansion of Polaris wine offerings to include Heitz Cellar and Stony Hill is part of United's holistic wine program overhaul – its largest to date – and ongoing investment in elevating its food and beverage offerings. Since late 2023, the airline has focused on expanding their range of restaurant-quality, premium wine brands as part of their on-board experience. About Demeine Estates Demeine Estates is a family-owned importer and marketer of the world's finest wines based in the heart of Napa Valley, California. A leader in luxury wines in the U.S., Demeine Estates sets the standard in exceptional marketing, fine wine sales, and distribution services. Founded by The Lawrence family and Carlton McCoy Jr., MS, and led by President Philana Bouvier, Demeine Estates curated portfolio consists of both premium family-owned domestic and international producers of exceptional wines anchored by quality viticulture. About UnitedAt United, Good Leads The Way. With U.S. hubs in Chicago, Denver, Houston, Los Angeles, New York/Newark, San Francisco and Washington, D.C., United operates the most comprehensive global route network among North American carriers and is now the largest airline in the world as measured by available seat miles. For more about how to join the United team, please visit and more information about the company is at United Airlines Holdings, Inc., the parent company of United Airlines, Inc., is traded on the Nasdaq under the symbol "UAL". View original content to download multimedia: SOURCE Demeine Estates Sign in to access your portfolio
