Emirates has invested over $1 billion in its wine collection in recent years. The bottles, stored in southern France, are part of the airlines' attempt to improve the customer experience. 

When examining the airline customer experience, different people identify with varying offerings of what makes flying truly memorable. To some, customer service is key, and to others, comfort and legroom are key. Due to the vastness of responses, airlines attempt to identify with a select few and focus on implementing these changes into their operations. This can lead to a strong brand and can empathize with different travelers. 

For Emirates, the essence of luxury and top-of-the-line service is the first thing that comes to mind for the average traveler. This conception is backed by many factors, including access to premium lounges worldwide, multi-lingual accommodations on each flight, and their food and beverage selection. Since 2016, the airline has invested over $1 billion in wine selection on board its flights. This includes one of the world's most expensive wine libraries and acquiring exclusive partnerships for their customers.

Emirates serving alcohol on its flights is already controversial. The United Arab Emirates-based airline is one of the only Middle Eastern carriers that can serve alcohol on its planes, with many others opting to become dry airlines to observe traditional customs and values. These include Air Arabia, Kuwait Airways, and Saudia, amongst others.

Emirates started its wine program in 2006, with a select group of sommeliers selecting certain wines and preparing the aging process for many others to age for at least 20 years. The Emirates wine collection is estimated to be worth at least $650 million, making it one of the most expensive wine collections in the world. The investments are stored in a group of warehouses across Burgundy, France, being selected for consumption only at select times. The airline proudly boasts that over 6.2 million bottles are currently aging in their collection, which can be served through 2037.

According to reports, many vineyard owners were skeptical about entering into agreements with the airlines due to the high altitude affecting the quality of their products. Reduced oxygen levels in the pressurized cabin can lead to certain chemical changes in the wine as air circulates into the open bottles. Testing completed in the Swiss Alps helped convince the skeptics of the product's lifespan in the air.

Regarding specific products used by the airline, Emirates is the largest consumer of Dom Pérignon, serving the aged 2005 bottle to all its first and premium class passengers. This product is upgraded to the $550 Dom Pérignon Plénitude 2 bottle during special promotional events. In 2023, 3.2 million bottles were consumed on board, of which 57 percent included red wines originating from Bordeaux, France, including Échezeaux, Clos Vougeot, and Chambertin. 

Although certain bottles are reserved for separate cabins in the aircraft, passengers can still choose from over 90 bottles on board. Data from 2022 indicated that over $2 billion will be invested into further enhancements to the Emirates passenger experience. The sky is truly the limit on the extravagance the airline can provide. Passengers should get their airline miles saved up to experience it for themselves.