Portugal’s national airline, TAP Air Portugal, has announced the completion of an extensive selection process for its future in-flight beverage offerings. Following a multi-month testing phase, during which nearly 1.300 wine tastings were evaluated by experts and customers, 55 wines have been selected to form the company’s new wine list. The selection includes wines from nine different wine-growing regions and aims to represent the full spectrum of Portuguese wine production. A total of 43 wines will be available exclusively for Business Class and 12 for Economy Class. The premium range comprises a selection of white and red wines, sparkling wines, as well as Port and Moscatel de Setúbal.
The new map will be introduced gradually in eight categories, updated every two months. To introduce the country’s wine culture to its more than 16 million annual passengers, TAP is integrating an interactive application into its in-flight entertainment system. This digital map allows travelers to access information about the wine regions and the producers involved. A key technological innovation is the free use of QR codes, which passengers can use to access winemakers’ websites directly without incurring internet charges. This strategy is not only for entertainment but also aims to specifically promote wine tourism in Portugal and encourage passengers to take advantage of the ship’s stopover program in Lisbon or Porto.
The beverage selection is complemented by the culinary concept “Local Stars,” which intensifies collaborations with renowned regional chefs. In Executive Class, menus created by chefs such as Ana Moura and Marco Almeida will be served, highlighting specific products from regions like the Alentejo and the Algarve. With an annual serving of approximately half a million bottles of wine on over 100 weekly flights, the airline acts as a significant purchaser for the national agricultural sector. Market observers view this move as part of a comprehensive quality initiative aimed at differentiating itself from other European network carriers through a regionally focused profile.
Further research in the field of airline catering shows that TAP Air Portugal is a pioneer with this interactive approach. While many competitors are standardizing their offerings for cost reasons, the Portuguese airline focuses on linking in-flight service with tourism marketing for its domestic market. The stopover program, which allows stays of up to ten days, is complemented by discounts at over 150 partners, including numerous wineries. This underscores the airline’s ambition to extend the value chain beyond pure flight operations to include the local service sector and agriculture.
Dining and Cooking