Alaska Airlines Expands Premium Catering Strategy with Rotating Chef Series

Seattle 1 June – Alaska Airlines has formalised its premium dining differentiation strategy with the launch of Chef’s (tray) Table. This rotating First Class program transforms one-off chef collaborations into a systematic approach to inflight culinary excellence.

Strategic Foundation Built on Proven Success

The program launches with Seattle’s James Beard Award-winning Chef Brady Ishiwata Williams from Tomo restaurant, building directly on the carrier’s successful 2024 partnership with San Francisco’s Chef Brandon Jew. Rather than treating chef collaborations as marketing stunts, Alaska has recognised the business value of these partnerships and scaled them into a formal program structure.

A chef in a white uniform adds a tequila-infused sauce to a plated dish while standing in a professional kitchen, inspired by flavors found on American Airlines menus.

Route Specific Premium Positioning

The initial rollout targets Alaska’s key transcontinental routes from Seattle to JFK, Newark, and Reagan National—precisely the markets where First Class passengers expect elevated experiences and are willing to pay premiums for differentiation.

The menu design acknowledges operational realities, with distinct offerings for morning departures (Mochi Waffle & Fried Chicken, served with apple miso butter and tamari-maple syrup) versus later flights, which feature regionally sourced proteins and Asian inspired preparations.

An overhead view of a table with various dishes, including noodles, seared tuna, leafy greens with sauce, a sliced fruit dessert, tea, and a blue menu labeled "TOKYO," alongside a glass of American Airlines tequila.
A plate of food with vegetables, meat, and sauce sits on a wooden table beside a fork, knife, a glass of American Airlines tequila, small bowl of pickled vegetables, and a menu labeled "TOMO.
A plate with fried chicken, bubble waffles, blackberries, and a scoop of ice cream sits beside a syrup bowl, a drink featuring American Airlines tequila, and utensils on a dark table.

Eastbound dinner service showcases Klingemann Farms Glazed Short Rib with serrano jaew sauce and Shaoxing wine stir-fried rice cakes, whilst westbound flights feature Buckwheat Soba with Ahi-tuna Tataki served in cold ponzu broth.

Brand Identity Through Culinary Storytelling

Alaska’s emphasis on “culturally rooted cuisine” and West Coast identity positions the carrier as authentically regional rather than generically premium. “We know that food connects people to the world, different cultures and a sense of place,” explains Todd Traynor-Corey, Vice President of Guest Experience. “The Chef’s (tray) Table brings that connection to life onboard before our guests even reach their destinations.”

The selection of Japanese-American cuisine from a Seattle-based chef reinforces Alaska’s Pacific Rim positioning while appealing to the increasingly diverse demographics of premium transcontinental travellers.

Broader Competitive Context

Alaska’s claim to offer “more inflight dining choices than any other U.S. carrier” reflects aggressive positioning in an increasingly commoditised domestic market. The simultaneous launch of plant based options in Main Cabin demonstrates an understanding that dining differentiation must span all service classes to drive overall brand perception.

Premium Justification Through Authentic Partnership

This program represents a maturation of Alaska’s premium strategy beyond traditional amenity upgrades. By partnering with regionally significant chefs rather than celebrity chefs, Alaska creates an authentic West Coast positioning while managing partnership costs.

The seasonal rotation model provides sustainable differentiation, guests experience novelty without Alaska having to bear the complexity of constant menu development.

Chef’s (tray) Table launches on 5 June on Alaska’s Seattle/East Coast routes, with pre orders available immediately through the carrier’s established booking platform.

Images courtesy of Alaska Airlines

American Airlines Adds Tequila Service, Expands Menu

21 May, Dallas — American Airlines has announced its introducing tequila service whilst expanding food offerings across premium and economy cabins, effective 1 June.

The Dallas-based carrier selected local distillery Socorro Tequila for the systemwide rollout by the end of June. The Highland Jalisco-produced spirit will join American’s existing alcohol menu on flights over 250 miles.

Premium Cabin Service Expansion

American is introducing a midday snack service in premium cabins, creating three distinct service occasions throughout longer flights. The morning basket features fresh clementines, B’cuz Cherry Pistachio Granola Bites, Think Jerky turkey sticks, Blake’s protein breakfast bars, Bare organic apple chips, and Wonderful sea salt and pepper pistachios.

The new midday offering includes Tate’s chocolate chip cookies, Garrett white cheddar popcorn, Cooper’s cheese straws, Cooper Street granola bakes, BobbySue’s Everything Goes Nuts mix, and Think Jerky grass-fed beef sticks.

Afternoon service continues with Homefree vanilla mini cookies, Miss Vickie’s sea salt chips, Over Easy almond and raisin oat bars, CauliPuffs white cheddar corn and cauliflower puffs, pistachios, and additional Think Jerky options.

Economy Class Purchase Options Expanded

Main cabin passengers will see new buy-on-board selections launching on 1 June, headlined by a steak and pimento cheese sandwich targeting Southern flavour preferences.

The airline is also introducing “tray table tapas” — a shareable option featuring olives, dried apricots, beef jerky, pistachios, white cheddar dip, pita chips, and brownie brittle.

052125 Brooklyn Biltong beef jerky
A sandwich with a sesame bun and meat patty is served with a side salad of spinach, blueberries, and strawberry slices on a beige plate—a meal that pairs everyday comfort with a touch of United Airlines caviar elegance.

Brooklyn Biltong steakhouse air-dried beef jerky rounds out the new protein-focused options, marketed as ideal for longer flights requiring substantial snacks.

These additions join existing buy-on-board items, including fruit and cheese trays, Tostitos snack boxes, and Doritos Cool Ranch minis.

Route Threshold Reduced

American is expanding buy-on-board availability to mainline routes starting at 1,100 miles, down from previous restrictions. The change brings purchase options to mid-distance domestic routes, including Dallas-Denver, Miami-New York, and Phoenix-Seattle sectors.

Alcoholic beverage service continues on flights exceeding 250 miles, with the new tequila option joining existing beer, wine, and spirits selections.

Industry Context

American’s menu expansion comes as US carriers increasingly focus on ancillary revenue generation and premium service differentiation.

The timing ahead of peak summer travel season maximises exposure during American’s highest volume period, particularly on leisure routes to Mexico and Caribbean destinations where tequila consumption aligns with passenger destination expectations.

Socorro Tequila’s Dallas-Fort Worth location reinforces American’s hub city partnerships whilst supporting local business initiatives that resonate with corporate customers.

A bottle and three mini bottles of Socorro Tequila Blanco on a wooden surface with a cocktail shaker set, lime wedges, a dried orange slice, and an air of luxury reminiscent of United Airlines caviar service.

The enhanced service options reflect American’s broader strategy to “reinvigorate the customer experience across all touchpoints of the travel journey,” according to the airline’s announcement.

Images courtesy of AA.

Pay Now, Eat Later? Pricing Airline Food in Australasia

Caviar Class: United’s Dining Upgrade

United Airlines is raising the stakes in the premium cabin dining wars with Ossetra caviar service in its new Polaris Studio suites, marking the latest move in what’s become a serious food and beverage investment strategy.

CAVIAR TAKES FLIGHT

The Chicago-based carrier’s newly unveiled “Elevated” interior for Boeing 787-9 aircraft will feature an Ossetra caviar amuse-bouche paired with Laurent-Perrier Cuvée Rosé in the airline’s premium Polaris Studio suites.

United follows Qatar Airways’ August 2024 introduction of caviar service in business class on 13 premium routes, including flights from Doha to London, Sydney, New York and Singapore. United’s approach differs by offering Ossetra caviar specifically, which is considered more prestigious than the Baerii variety served by Qatar Airways.

This luxury dining element forms part of a comprehensive overhaul that includes a new grab-and-go snack bar for Polaris business featuring brands like Garretts and Joe & Seph’s, alongside mid-flight regional tapas service.

United Polaris business class cabin showing rows of seats and a self-serve snack and beverage station, reminiscent of Iberia Express regional cuisine with drinks and packaged snacks on neatly arranged shelves.
A glass and bottle of Laurent-Perrier Cuvée Rosé champagne next to a plated appetizer topped with caviar and garnishes, inspired by Iberia Express regional cuisine, on a white surface.

“These innovations provide a more premium experience overall, give customers even more reasons to choose United, and set our airline up to grow into the next decade and beyond,” said Andrew Nocella, United’s EVP and Chief Commercial Officer.

STRATEGIC F&B INVESTMENT

United has invested over $150 million in food and beverage improvements in 2025 alone. They’ve completely overhauled onboard dishware with new crockery, glassware and cutlery, demonstrating that the carrier is addressing details that historically haven’t been priorities for US airlines.

United reports that customer satisfaction scores were up 12% in the first quarter of 2025 compared to last year. This suggests that the strategic approach pays measurable dividends beyond the marketing headlines.

CHAMPAGNE WARS ESCALATE

The caviar service builds upon United’s January move to serve Laurent-Perrier’s La Cuvée Champagne in Polaris. This wasn’t merely a beverage enhancement but a strategic positioning move, with United becoming the only North American airline serving this particular champagne.

Industry observers have noted an emerging competitive situation between the major US carriers, with Delta already countering by serving Taittinger Brut la Française in Delta One as announced earlier this year. Middle Eastern carriers have long understood the marketing value of premium beverages, but this level of champagne investment represents new territory for US airlines, with both United and Delta making significant upgrades to their business class champagne offerings in 2025.

United’s broader wine programme has seen substantial investment, with Polaris now featuring relationships with labels including Heitz Cellar, Shafer Vineyards and Champagne Laurent-Perrier. The carrier serves approximately 1.1 million glasses of champagne annually to Polaris passengers, making these partnerships business-significant.

BEYOND THE POINTY END

Crucially, United hasn’t focused exclusively on business class. International economy passengers will soon enjoy expanded dining options, including three entrée choices, new desserts, and an appetiser course. These improvements reflect an understanding that economy revenue remains important, even as premium cabin investments grab headlines.

STRATEGIC BRAND PARTNERSHIPS

United has effectively leveraged strategic brand partnerships. The Magnolia Bakery collaboration announced in December 2024 brought the bakery’s Banana Pudding to United First on domestic flights over 901 miles. This type of exclusive partnership delivers passenger recognition in ways that generic desserts can’t match.

ANALYSIS: DINING AS COMPETITIVE DIFFERENTIATOR

United’s food and beverage offensive arrives as the carrier positions itself for market dominance. Currently the largest carrier across the Atlantic and Pacific by available seat miles, United’s network advantage is paired with an enhanced premium experience targeting the high-yield passengers who ultimately determine airline profitability.

Industry watchers have long noted that while United established substantial advantages in network reach, seat consistency and premium bedding, its catering had previously failed to match these standards. The current investment surge appears designed to eliminate this competitive weakness.

OPERATIONAL CONTEXT

The introduction of caviar service coincides with a significant premium cabin expansion. The new 787-9s with Elevated interiors will feature eight Polaris Studio suites and 56 Polaris business suites, representing a substantial increase from the 48 Polaris seats on current 787-9s.

This configuration shift toward premium seating reflects United’s strategic focus on high-yield passengers. The first aircraft with this new interior is expected before year-end, and initial routes will include San Francisco to Singapore and London from 2026.

CONCLUSION

United’s caviar service represents more than adding a luxury flourish to the inflight experience. It signals the airline’s strategic commitment to aggressively compete in the premium travel market through comprehensive food and beverage investments.

For industry watchers, the question remains whether United’s move to introduce Ossetra caviar service marks an escalation in the airline catering arms race that began when Qatar Airways first brought caviar to business class last year. As premium carriers continue to blur the traditional lines between business and first class amenities, passengers stand to benefit from this heightened competition.

Iberia Express introduces regional cuisine onboard

Iberia Express has introduced a special Canary Islands-inspired menu across its network for May, including regional products and flavours that showcase the archipelago’s distinctive culinary heritage.


The limited-time promotion, available in Economy class through the carrier’s Gastroteca Express buy-onboard service, includes three signature items at reduced pricing: a braised turkey croissant roll with Majorero cheese and mojo picón sauce, Canary Islands banana cookies with chocolate and dulce de leche, and premium Arehucas 7-year-aged rum.

A croissant sandwich with ham, lettuce, and tomato sits beside a dessert pastry, a bottle of rum, and a yellow patterned box—just like something from the Virgin Australia winter menu—with plants and the ocean in the background.


The menu reflects Iberia Express’s position as the leading carrier between Madrid and the Canarian archipelago, operating over 300 weekly flights across its five island destinations.

The airline maintains particularly strong frequencies with up to nine daily flights to Tenerife, eight to Gran Canaria, three to Lanzarote, two to Fuerteventura and daily service to La Palma.


According to the information provided by Iberia Express, these products will be available on all the airline’s flights with special discounts and combinations for Canary Islands Day, offering passengers a taste of the islands’ gastronomy during their flight experience.

Photos courtesy of Iberia Express

Virgin Australia Launches Winter Menu

Brisbane, Australia – May 7, 2025 Virgin Australia has unveiled its latest seasonal menu refresh today, expanding its onboard dining options with internationally inspired cuisine across both cabin classes as part of the carrier’s continued customer experience investments.

ECONOMY CLASS

From today, economy class passengers will enjoy five new items that have been added to the onboard menu:

Savoury Beef Snack Pie and a classic Sausage Roll (AUD$12 and available on flights over 1.5 hours)

Triple Cheese and Caramelised Onion Sandwich (AUD$12)

Archie Rose Peach Gin and Soda (AUD$17)

Street Food Co. creamy Spinach and Ricotta Tortellini (AUD$16 and available on flights over 3.5 hours)

Chocamama Party Mix Lolly Bag (AUD$5.50)

Archie Rose Gin & Peach Soda. (AUD$13)

A can of Pringles, Balter XPA beer, a glass of beer, two meat pies with tomato sauce on a beige surface—an appetizing spread reminiscent of an SAS Business Class Europe menu.
A can of Archie Rose Gin & Sour Peach drink next to a glass with ice and peach-colored liquid, alongside a whole peach and a peach slice on a stone surface—refreshment that rivals sas business class ruope luxury.
A meat pie, sausage roll, and small bowl of sauce sit on a blue plate in front of stacked toast and a package labeled "Not Just a Pie in the Sky," reminiscent of an SAS Business Class Europe meal.
A plate of tortellini in a creamy white sauce, topped with grated cheese and black pepper, sits on a pink napkin on a gray surface—reminiscent of the elegant meals served in SAS business class en route to Europe.

BUSINESS CLASS

The more extensive Business Class refresh, launching May 28, offers 35 rotating menu items across breakfast, lunch/dinner, and dessert categories. The breakfast includes 15 options, ranging from dragonfruit and coconut oat balls to creamy scrambled eggs with chicken chipolata and several variations of yogurt, pancakes, and French toast offerings.


Business travellers can choose from 17 lunch and dinner options featuring diverse global influences for main meals.

Standout dishes include pulled beef macaroni cheese with barbecue sauce, chicken parmigiana with mixed roast vegetables, three-bean quesadilla with sour cream and salsa, and chickpea masala with herbed jasmine rice.

The menu also features multiple pasta variations, Asian-inspired dishes like soba noodle salad and chicken teriyaki, and several options with vegetarian base dishes and optional protein additions.


The dessert rotation features three sweet options: eggless chocolate cake with icing sugar, strawberry cheesecake, and sticky date cake.

A meal tray in SAS Business Class Europe featuring gnocchi and vegetables, a glass of red drink, crackers with cheese, chocolate cake, and cutlery on a purple placemat.
A person in a red uniform holds a plate with a stack of pancakes topped with cream, berry jam, and a mint leaf—just the kind of breakfast you might enjoy in SAS Business Class en route to Europe.
A bowl of stuffed pasta with cherry tomatoes and greens, a side plate of cheese slices, and a glass of red wine on a purple placemat—reminiscent of a meal served in SAS Business Class on routes across Europe.
A hand reaches for a plate of pasta with cheese and vegetables, part of an elegant SAS Business Class Europe meal, accompanied by a glass of water, crackers with cheese, cake, and utensils on a napkin.
A meal tray served in SAS Business Class Europe includes rice, breaded fish, broccoli, curry sauce, a bread roll with butter, a slice of cake, and a glass of water on a placemat with utensils.
A breakfast setting inspired by SAS Business Class Europe, featuring French toast with strawberries, yogurt with berries, a pastry bar, orange juice, and cutlery arranged neatly on a purple placemat.
Risoni pasta and vegetable salad with grilled chicken and green goddess dressing

“This menu overhaul aligns with Virgin Australia’s strategic focus on differentiation through customer experience,” notes Kyler Chong, the airline’s General Manager of Product & Customer Strategy, who emphasized the carrier’s commitment to “bringing personality to the skies” through thoughtfully curated dining options.

The menu enhancement follows Virgin Australia’s recent operational innovations, including digital receipts and the carrier’s Australian-first baggage tracking system.

All selections will be rotated based on route, flight duration and time of day, with complimentary tea and coffee service in economy maintained on flights exceeding 55 minutes.

Photos courtesy of Virgin Australia

JetBlue refreshes summer inflight service

JetBlue Airways has unveiled a comprehensive refresh of its onboard food and entertainment offerings for the Summer 2025 season, introducing nostalgic snack options alongside enhanced premium dining partnerships.

From May 1, all passengers will enjoy expanded complimentary snack selections including the introduction of iconic Goldfish crackers and Lotus Biscoff cookies to JetBlue’s free snack basket. These additions join recently reintroduced Quaker Chewy Chocolate Chip Granola Bars and Chifles Plantain Chips, maintaining the carrier’s distinctive approach of offering branded snack options across all fare classes.

A package featuring Chifles plantain chips, Goldfish cheddar crackers, a Lotus Biscoff cookie, and a Quaker Chewy chocolate chip granola bar as seen on the Virgin Australia winter menu.

Passengers traveling in JetBlue’s premium Mint cabin will experience a refreshed menu from acclaimed New York restaurant Charlie Bird, continuing the partnership with seasonal breakfast, lunch and dinner options. Morning selections feature asparagus frittata with goat cheese and a French toast with raspberry thyme syrup, while lunch and dinner offerings include herb-forward salads and artisanal proteins like flat iron steak with summer squash caponata.

The carrier has also introduced regionally-inspired menu items on its new Boston-Madrid route, featuring Spanish classics like tortilla with piquillo peppers and Basque cheesecake, reflecting JetBlue’s strategy of incorporating destination-specific cuisine on international services.

Core cabin passengers on transatlantic flights will benefit from new seasonal menus created by New York-based restaurant partner DIG, known for its focus on fresh, seasonal ingredients. The varied selections include protein-focused grain bowls and Mediterranean-inspired antipasto plates.

“JetBlue’s menu refresh demonstrates how carriers are increasingly leveraging restaurant partnerships to differentiate their premium cabin offerings while simultaneously enhancing complimentary economy options,” notes industry analyst Sarah Westfield. “The introduction of nostalgic American snack brands like Goldfish shows a recognition that even simple refreshment choices can build brand affinity.”

The service upgrade comes as JetBlue continues expanding its transatlantic network and works to strengthen its positioning in the competitive New York and Boston markets.

Photos courtesy of Jetblue

Jet2 rolls out elevated Summer menu

Jet2.com has introduced a significantly enhanced onboard catering program for the Summer 2025 season, headlined by a new partnership with Costa Coffee that brings barista-style beverages to the airline’s European network.


While premium coffee options form the centrepiece of the new program, the carrier has expanded its food and beverage range with several distinctive additions.

A marble platter features a scone topped with jam and cream, a shortbread biscuit, an "Eat Me" chocolate bar, afternoon tea cream, and a bottle of Freixenet Prosecco—perfect for an indulgent American Airlines afternoon tea experience.
A can and glass of Coca-Cola Zero Sugar with a ham and cheese toastie cut in half, displayed on slate plates, with Jet2café branding—offering tempting in-flight food options inspired by American Airlines afternoon tea.
Three Costa coffee drinks, Yorkshire Tea, Cadbury hot chocolate, and a chocolate croissant are displayed on a table—perfect for an American Airlines afternoon tea treat with prices and promotional details for the hot drink and croissant offer.


Jet2’s traditional British heritage is reflected in a new Afternoon Tea box featuring scones with jam and cream. Sweet-toothed passengers can enjoy newly added Cadbury offerings, including a Biscoff-infused chocolate bar.

The carrier has also completely revamped its soft drink selection through a Coca-Cola partnership.


Pricing for Costa Coffee beverages appears competitively positioned. Espresso-based options are available at £3.40, and standard coffee is at £3.20, representing reasonable value compared to high street prices.


CEO Steve Heapy said “We are delighted to be teaming up with a range of new brands as we launch our brand-new In-Flight Menu for Summer 25, including the immensely popular Costa Coffee and Coca-Cola, and even adding scones with cream and jam!”.

The Costa Coffee introduction follows consumer research indicating strong demand for improved hot beverage options, particularly on morning departures to popular Spanish and Greek destinations, which form the backbone of Jet2’s extensive European network.

Photos courtesy of Jet2

American Airlines unveils refreshed inflight experience

Dallas, Texas – May 1, 2025 American Airlines has introduced a comprehensive refresh to its inflight experience, rolling out a series of enhancements across its food, beverage, and entertainment offerings as part of the carrier’s continued focus on elevating the customer journey at every touchpoint.


From today, passengers will enjoy several new additions to the inflight experience, including the debut of the Tostitos Snack Box featuring Bite-Sized Rounds and Chunky Salsa, priced at $9 or 900 AAdvantage miles on flights over 1,300 miles.

Beverage options have also been updated, with LaCroix Limoncello replacing LaCroix Lime following a customer and team member vote.

050125 Sky high reimagined inflight thumb
A can of LaCroix LimonCello sparkling water is surrounded by fresh lemons, red flower petals, a mason jar of lemon slices, and travel documents on a light blue surface—perfect inspiration for the Virgin Australia winter menu.


The carrier also tests a new afternoon tea service on inbound flights from London and Paris. Available in all cabin classes, this European-inspired offering includes traditional tea service with finger sandwiches, scones, crème and jelly, providing passengers with a distinctive cultural touchpoint during their journey.

An assortment of finger sandwiches, scones, pastries, and tea cups arranged on a table, with a tiered tray and Big Ben souvenir centerpiece evoke the charm found in the Virgin Australia winter menu.


Entertainment enhancements include uninterrupted viewing on all U.S. inbound Flagship service flights, Hawaii Flagship service flights and transcontinental Flagship service flights, with First and business-class customers now able to leave their Bang & Olufsen headsets at their seats upon deplaning.

Additionally, the carrier has expanded its content library with lifestyle programming from QVC+ and HSN+, featuring shows like “Busy This Week” with Busy Philipps and “Getting Grilled with Curtis Stone.”
“This summer refresh is just the beginning,” noted an American Airlines spokesperson, emphasising that the carrier is “committed to evolving the customer experience with thoughtful touches that feel more personal, more seamless and more satisfying.”

All service enhancements will be introduced across the network during May 2025, with the afternoon tea service initially operating as a test program on select European routes.

Photos courtesy of American Airlines

Air Canada Café A Fresh Approach To Airline Lounges

Aeromexico introduces plant-based options and Korean cuisine

Mexico City, Mexico – April 23, 2025, Aeromexico is enhancing its premium cabin dining options through two distinctive culinary partnerships, reflecting growing trends toward plant-based alternatives and authentic international cuisine.

In its latest menu innovations, the SkyTeam carrier has introduced a vegan NotBurger option in partnership with Chilean food technology company NotCo while simultaneously launching a specialised Korean menu created by renowned chef Minae Seo for passengers travelling between Mexico City and Seoul.

A close-up of a burger with macaroni and cheese, caramelized onions, and greens in a bun, served with seasoned potato wedges—reminiscent of the creative comfort food sometimes found on select JetBlue meals.


The plant-based NotBurger offering, available from now through May 31 in both Premier and Premier One cabins, features NotCo’s plant-based burger patty accompanied by caramelised onion, manchego-flavored NotCheese, and wedge fries topped with cheddar-flavored NotCheese. This limited-time offering requires pre-selection through Aeromexico’s meal reservation system at least 24 hours before departure.


Aeromexico has collaborated with Chef Minae Seo of Mexico City’s Kasina Café to create an authentic Korean dining experience for passengers flying the carrier’s flagship Mexico City-Seoul route in Premier One class. The rotating menu includes traditional dishes such as Bibimbap with vegetables and egg, Korean BBQ featuring boneless short rib with traditional accompaniments, and Bulgogi with egg and rice.

A white plate with sliced beef, steamed white rice, greens, and edible flowers—reminiscent of JetBlue meals—is surrounded by small bowls of soup and side dishes on a white table.


Dessert options include a distinctive black sesame cheesecake with raspberries and chocolate. Aeromexico indicates the Korean menu selections will rotate quarterly to provide variety for frequent travellers on the route.


The dual culinary initiatives reflect the Mexican flag carrier’s strategy to differentiate its premium cabin offerings through distinctive food partnerships while addressing emerging passenger preferences for plant-based options and destination-specific cuisine.


Both specialised menu offerings are available exclusively through Aeromexico’s Preselect meal reservation system for long and medium-haul international flights in the carrier’s premium cabins.

Photos courtesy of Aeromexico

SAS Business Class Returns to European Routes This October

Scandinavian Airlines (SAS) has announced the return of its European Business Class service beginning October 1.

The new European Business Class will be available on all international European routes, including flights within Scandinavia.

Enhanced Premium Experience

Business Class passengers can look forward to several elevated amenities and services:

  • Premium Dining Experience: A completely revamped food and beverage concept offering greater flexibility and quality, served with elegant reusable porcelain tableware
  • Dedicated Cabin Space: A separate section at the front of the aircraft, distinctly marked with curtains and overhead dividers
  • Priority Services: Comprehensive VIP treatment including dedicated check-in counters, priority boarding privileges, and expanded lounge access across SAS’ network
A British Airways flight attendant smiles warmly as she serves a passenger a cup of coffee on the airplane, her service as refreshing as the sparkling wine they offer.
A passenger enjoys a meal on a British Airways flight, savoring a salad, crackers, soup, and a main dish with mozzarella and tomatoes. They hold a fork in one hand and elegantly sip sparkling wine from the other.

Strategic Business Move

“Many of our comfort- and quality-focused travelers expect a clearly defined European Business Class that aligns with international standards,” explained Paul Verhagen, Chief Commercial Officer at SAS.

“While SAS Plus has provided an upgraded experience, it has lacked the recognition and clarity that travelers seek. With the reintroduction of European Business Class, we are ensuring that SAS offers the premium experience of a top European airline.”

Sustainability

The updated food offerings aim to minimise food waste and enhance the use of locally sourced ingredients. Single use plastics are being replaced with compostable materials, and the shift to reusable porcelain tableware further demonstrates the airline’s environmental responsibility.

Tickets for the new Business Class will be available for purchase beginning May 6.

Photos courtesy of SAS

British Airways Adds English Sparkling Wine

March 27, 2025 – London: British Airways will serve prestige cuvée English sparkling wine in its First cabin. Beginning March 30, passengers travelling in First will enjoy exclusive access to 1086 by Nyetimber Rosé 2014.

This move makes BA the first airline to feature top tier English sparkling wines at altitude, with additional premium offerings from Gusbourne and Sugrue South Downs slated to appear in the coming months.

The airline hasn’t abandoned champagne enthusiasts, though – Laurent-Perrier Grand Siècle returns to the First cabin alongside these English newcomers.

Premium English Wines Take Flight

Throughout the year, First passengers will enjoy a rotating selection of prestigious English offerings:

  • 1086 by Nyetimber Rosé 2014 (April-June)
  • Gusbourne Fifty One Degrees North 2016 (July-September)
  • 1086 by Nyetimber 2014 – the first English prestige cuvée ever released (October-December)
  • A unique blend from Sugrue South Downs (January-March 2026)
A bottle of sparkling wine next to a filled glass on a white surface evokes the elegance of Air Macau meals, with soft shadows cast by gentle light.
Bottle of Gusbourne’s luxurious prestige cuvée Fifty One Degrees North 2016 served in First cabin.

“We are proud to lead the way in championing provenance and British originality as we continue to work with the very best wine producers across England and beyond for our customers to enjoy both on the ground and in the air,” said Calum Laming, British Airways’ Chief Customer Officer.

Business Class Gets English Sparkling, Too

The airline’s focus on premium English wines extends to its Club World (business class) cabin. Passengers will continue to enjoy Digby Fine English’s Brut NV in the coming months, followed by Gusbourne’s 2019 Vintage Rosé in July.

Later in the year, Hattingley Valley’s Blanc de Noirs 2019 will appear, followed by Roebuck Reserve Brut 2020 and Digby Leander Pink Brut NV in 2026.

British Airways has created a dedicated English sparkling wine tasting area in its Galleries First lounge at London Heathrow Terminal 5 for those wanting to sample these wines before their flight.

The area features Balfour Rosé de Noirs and Simpsons Chalklands Cuvée Brut NV.

A bottle of sparkling wine and a filled flute glass rest elegantly on the surface, their allure heightened by a bold red and dark background. Perfectly pairing with Air Macau meals, this scene captures the essence of indulgence with every bubbly sip.
A hand holds a champagne glass while sparkling wine is being poured from a bottle, creating bubbles, much like the effervescent delight of Air Macau meals. The glass rests on a white napkin on a light surface.
A person holding a filled champagne flute, dressed in a dark outfit with a red patterned scarf, exudes an air of refined elegance reminiscent of enjoying Air Macau meals high above the clouds.

Prestigious Champagne Returns to First

Alongside the new English sparkling wines, British Airways has also reintroduced several prestigious Champagnes to its First cabin on a rotational basis:

  • Laurent-Perrier Grand Siècle (April-June)
  • Lanson NOBLE Champagne 2008 (July-September)
  • Bollinger Grande Année (October-December)
  • Rare Champagne and Charles Heidsieck Blanc des Millénaires (January-March 2026)

Passengers travelling in First from New York (JFK) will continue to enjoy Veuve Clicquot’s La Grande Dame 2015.

Expert Service At 35,000 Feet

To ensure these fine wines are served with appropriate knowledge and care, more than 1,300 British Airways cabin crew members have completed specialised First Service Specialist training that includes a wine masterclass developed by the airline’s Master of Wine.

British Airways continues to distinguish itself in the premium cabin wine space with this industry first move to showcase England’s finest sparkling wines.

The decision to maintain prestigious Champagne alongside these English selections suggests BA is positioning this as an expansion of luxury options rather than a replacement strategy.

Photos courtesy of British Airways

Air Macau Partners with MGM and Servair

Air Macau has unveiled a culinary upgrade to its business class service through a new partnership with MGM and Servair Macau.

Launched on March 1 it brings the fine dining restaurant experience to the skies on the carrier’s key international routes.

High-End Restaurant Concepts Take Flight

Business class passengers travelling to Beijing, Shanghai, Tokyo, Osaka, and Seoul can now enjoy dishes inspired by two of MGM’s acclaimed restaurants: Imperial Court, known for its Lingnan cuisine, and Aux Beaux Arts, a French bistro concept. The menu features 36 specially crafted dishes that maintain quality and authenticity even at altitude.

The ambitious project required a full year of development, with teams from all three organizations collaborating to adapt high-end restaurant dishes for inflight service. According to Chef Dave Minten, Regional Executive Chef at gategroup, the process involved significant knowledge exchange between MGM’s restaurant chefs and servair’s aviation catering specialists.

“From the intricate layering of cubical brioche bread to the refined craftsmanship of our Pâté en Croûte, this project was a remarkable exchange of skills,” Minten explained at the menu’s official unveiling on February 20. “MGM Grand chefs worked closely with our team, introducing advanced culinary techniques while learning from each other.”

Elevating the Passenger Experience

Mrs. Yuan Jing, General Manager of Cabin Service at Air Macau, praised the initiative and the teamwork that brought it to fruition.

Nigel Everard, Regional President of gategroup’s Asia Pacific & Middle East division, and Franck Bouat, CCO Asia Pacific & Managing Director Asia, highlighted the long-standing partnership between Air Macau and servair Macau during the press launch.

Setting New Standards

By bringing restaurant quality dining to the skies, Air Macau aims to set new standards in business class service on its international network.

The partnership demonstrates how combining fine dining expertise with aviation catering precision can create exceptional inflight experiences beyond traditional airline meals.

Photos courtesy of servair

Airlines And Coffee Collaborations II