I was on a flight just a couple of hours ago from SFO to Incheon, South Korea. One thing that struck me was the number of available wines. Was this case for all international flights? Or was this only the case for Asiana Airlines?
One record indicates that Asiana serves nine kinds of wines for first class passengers, fourteen for business class, and four for economy class passengers. In addition to the number of options, the wine selection process is also extensive. The airline hires three international sommeliers — Andreas Larsson of Sweden, Evangelos Pattas of Belgium and Christine Balais of France. They begin by sampling the in-flight meals, then blind taste 300 wines, and finally narrow down the options to 25 choices. These choices are then approved by Asiana’s executive Vice President. In recent years (2008 to be precise), there was also flight attendant who received sommelier certification in Bordeaux and has played a role in Asiana Airlines' wine selection.
It turns out this emphasis on wine is not just limited to Asiana Airlines. There are competitions for airlines serving wines. U.S. Global Traveler’s magazine hosts an event called “Wines on the Wing” where airlines submit five wines - two reds, two whites, and one sparkling/champagne. 2017 was the 13th annual competition, and awards are given out after a blind tasting of the wine being served on international first and business flights throughout the world.
For Asiana, however, their wine selection appears to be part of a broader marketing strategy. One of the taglines for their business smartium flights is, “we offer wines selected by top international sommeliers to match our in flight meals.” Similarly, an Asiana executive Vice President, Ja-Joon Goo is quoted as saying "At Asiana we strive to provide our passengers with the best quality of flight and comfort, and that philosophy translates down to the fine details such as the wine we feature on our flights.” Quite fitting, given that even the Asiana Airlines stewardesses will kneel so that they can speak at eye-to-eye level with passengers.
But not to be swept away, someone has always told me a true test of where someone’s values are is seeing where they spend time and money. Quite consistent with the marketing content, Asiana also spends a lot on alcohol. Every year, they "open 2,400 bottles of Champagne; 4,400 bottles of red wine; and 2,000 bottles of white in first class; and 34,000 bottles of Champagne; 83,000 bottles of red wine; and 48,000 bottles of white wine in business class, for a total cost in excess of $2.1 million."
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