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Delamain Cognac partners with Virgin Atlantic on in-flight experiences
Delamain Cognac is joining Virgin Atlantic as a launch partner for ‘The Booth’, providing upper class passengers with in-flight experiences from Cognac tastings to card games.
‘The Booth’ will take shape as a cosy corner of Virgin Atlantic’s Airbus A350 aircraft, where the airline’s upper class passengers can enjoy in-flight experiences.
These experiences range from Cognac tasting with Delamain to wine tasting, card games and private dining.
Specially commissioned tasting glasses have been designed for Delamain’s iconic, flagship Pale & Dry X.O, to be paired with chocolate. Tasting tips and notes will be available as a light-touch guide for passengers.
Corneel Koster, Chief Customer and Operations Officer at Virgin Atlantic, commented: “We always strive to create brilliantly different experiences for our customers and the introduction of The Booth demonstrates this perfectly. We’re famous for our on-board social spaces and The Booth elevates the customer proposition for our leisure travellers to new heights.”
At launch, passengers on London Heathrow to Orlando flights will be the first to partake in The Booth experience. More A350’s with The Booth social space are scheduled to arrive in 2022.
Delamain managing director Charles Braastad commented on the opportunity to join Virgin Atlantic as a launch partner: “Pale & Dry X.O was launched just over 100 years ago, an innovative, elegant and game-changing cognac that represented an optimism and excitement of what would be one of history’s most exciting decades of exploration and travel.
“What an opportunity for us, therefore, to have a dynamic partner like Virgin Airways, to introduce this classic X.O cognac to travellers still looking to make the journey part of the thrill of travel.”
Last year, Delamain Cognac was elected to an exclusive club of French luxury brands called Comité Colbert.
Founded in 1954 by 14 members looking to restore the spirit for the “French Art of Living” and to bring together renowned artisans and artists with talents sharing “a certain French genius,” the Comité Colbert has chosen to add the Cognac house to the institution, taking the total number of wines and spirits at Colbert to 12, out of 107 members overall. Read more on that here.
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