{"id":43836,"date":"2026-05-12T11:22:04","date_gmt":"2026-05-12T09:22:04","guid":{"rendered":"https:\/\/www.vinexposium.com\/?p=43836"},"modified":"2026-05-18T10:20:10","modified_gmt":"2026-05-18T08:20:10","slug":"flying-fine-wine-inside-cathay-pacifics-rigorously-curated-selection","status":"publish","type":"post","link":"https:\/\/www.vinexposium.com\/en\/actus\/industry\/flying-fine-wine-inside-cathay-pacifics-rigorously-curated-selection\/","title":{"rendered":"Flying fine wine: Inside Cathay Pacific\u2019s rigorously curated selection"},"content":{"rendered":"

Author:<\/strong> Sharon Nagel, journalist<\/span><\/p>\n

Ronald Khoo, Wine, Spirits & Beverages manager for the Hong Kong-based carrier Cathay Pacific, explains how altitude, taste and brand strategy shape one of the world\u2019s most sophisticated airline wine programmes.<\/strong>\"A
\nCredit: \u00a9Cathay Pacific<\/span><\/p>\n

In 2025, Hong Kong-based Cathay Pacific carried more than 28 million air passengers and was recognised by Skytrax as one of the world\u2019s top three airlines. As a premium carrier \u2013 celebrating its 80<\/span>th<\/span> anniversary this year <\/span>\u2013<\/span><\/i> Cathay Pacific\u2019s wine programme is a direct extension of brand identity.<\/span><\/p>\n

\u201cWe\u2019re about quiet luxury; we\u2019re elegant, not bling. We’re thoughtful but at the same time progressive,\u201d says the airline\u2019s Wine, Spirits & Beverages Manager Ronald Khoo, who moved into fine wine after a career in accounting. A former importer and retailer, Khoo brings a rare dual perspective on on-trade dynamics and the constraints at 35,000 feet.\u00a0<\/span><\/p>\n

At altitude, the wine list sits at the crossroads of sensory science, operational discipline and brand strategy \u2013 a complexity often underestimated by producers targeting the channel. In the low-humidity, high-noise cabin environment, passengers can lose up to a third of their olfactory sensitivity. Bitterness is amplified, while nuance is muted.<\/span><\/p>\n

\u201cLower cabin pressure, reduced humidity and the hum of the engine at 80-85 decibels all affect how we taste \u2013 particularly humidity, which suppresses the nose. And 80% of perception comes from smell,\u201d Khoo explains. \u201cWe look for wines that are more fruit-forward, with balanced oak, to overcompensate for the reduced ability to smell,\u201d he says. \u201cI look for balanced wines that flow \u2013 like an orchestra where everybody’s playing the correct tune.\u201d<\/span><\/p>\n

First-class performers<\/strong><\/span><\/h2>\n

\"A
\nCredit: \u00a9Cathay Pacific<\/span><\/p>\n

Styles that consistently perform at altitude include Beaujolais, Shiraz, Sauvignon Blanc and fruit-driven Chardonnay. By contrast, more delicate, nuanced styles can disappoint. \u201cSome neutral Italian grape varieties, for instance, become difficult to perceive in the air,\u201d Khoo notes. Execution is just as critical as selection. Airline buyers deploy a range of levers to compensate for these constraints, from wine style to serving temperature and stemware.\u00a0<\/span><\/p>\n

In first class, Cathay Pacific serves wines in Riedel stemware, favouring tulip-shaped glasses over flutes for Champagne to concentrate aromatics at the rim. Temperature control remains less precise, fluctuating with the seasons, so Khoo advises cabin crew to slightly over-chill wines so they become more expressive as they warm.\u00a0<\/span><\/p>\n

Before any wine reaches 35,000 feet, it has to pass muster with Cathay Pacific\u2019s four-strong buying team, whose remit extends beyond wine to the entire dry goods portfolio. The team also sources for the airline\u2019s five Hong Kong lounges and reviews selections across its lounges worldwide. Final decisions rest with a dedicated panel of three, including Asia\u2019s first Master of Wine, Debra Meiburg.\u00a0<\/span><\/p>\n

The panel convenes three to four times a year, \u201cto capture opportunities from both hemispheres, in the right vintage,\u201d Khoo explains. Each blind tasting assesses around 300 pre-selected wines, narrowed down to meet specific category requirements. Just 5-7% make the final cut, typically through consensus following individual evaluation. Tasted blind, wines are judged independently of third-party validation. \u201cWhen we unveil the wines and see medals or scores, it\u2019s nice that they have ratings. But generally, they don\u2019t influence our decisions at the tasting stage.\u201d<\/span><\/p>\n

Overcoming operational constraints<\/strong><\/span><\/h2>\n

Cathay Pacific operates a dual-sourcing model at the pre-selection phase, combining tenders with strategic partnerships. \u201cSometimes we have direct conversations with long-term partners when a wine aligns with a specific theme or moment,\u201d Khoo says, citing a four-decade collaboration with Champagne Krug alongside enduring relationships with leading Bordeaux chateaux. Most wines, however, are sourced through formal tenders, now managed operationally by the travel retail arm of the Lynch-Bages group in Bordeaux. Lead times run to around eight months, but Cathay Pacific retains control over logistics.\u00a0<\/span><\/p>\n

Centralising logistics makes the process more manageable and allows suppliers to focus on getting the product ready and on time. \u201cDelays impact us greatly. The last thing we want is to have no wine on board,\u201d Khoo says, adding that because on board is at a premium, every case must justify its place. \u201cIt\u2019s not like a restaurant where you can have a Bible. Here, you have to condense each list into six or seven wines, while ensuring the passenger experience remains exceptional.\u201d<\/span><\/p>\n

Across its global network, Cathay Pacific offers around 50 wines in-flight, supplemented by a further 30 in its lounges for premium passengers. \u201cOverlap between the two is minimal. When a customer moves from the lounge to the aircraft, we want to offer variety,\u201d Khoo says. Around half of the in-flight range rotates every quarter. High-volume SKUs on the global routes tend to stay in place longer, while more niche selections turn over more frequently. The portfolio, around 60% Old World, is partially decentralised. \u201cWe maintain the core classics \u2013 Champagne, Bordeaux and Burgundy \u2013 but when we fly to a wine region, we aim to honour that region with at least one local reference.\u201d<\/span><\/p>\n

A testing ground<\/strong><\/span><\/h2>\n

Cultural resonance is another key driver, and one that passengers feel strongly about. \u201cSome can be quite nationalistic,\u201d Khoo says. \u201cThey\u2019re proud of the wines from their region, so it makes sense to reflect that on the list.\u201d Cathay Pacific is likely the only premium airline to offer an extensive range of high-end Chinese wines, having featured more than 30 labels over the past 18 months, including flagships Ao Yun and Long Dai. These were launched through Cathy\u2019s Discovery Series, a curated, small-batch programme designed to engage wine enthusiasts while giving Khoo greater creative latitude.<\/span><\/p>\n

\u201cIt gives the sommelier in me the freedom to build programmes without the constraints of the core list. The aim is to celebrate the joy of discovery,\u201d he says. Themes range from women in wine and lesser-known grape varieties to ros\u00e9s for summer drinking and volcanic island wines, turning the series into a real-life laboratory for trialling new range entrants.\u00a0<\/span><\/p>\n

\u201cIt\u2019s a good way of gauging passenger response and understanding their affinity with different profiles,\u201d Khoo notes. For suppliers, it also provides a more accessible entry point. Minimum volumes start from just a few hundred bottles, compared with the significantly larger allocations required for the core programme, where consistency across global routes limits mid-cycle vintage changes.\u00a0<\/span><\/p>\n

Another key lever is sustainability, which aligns with both technical operational constraints and corporate positioning. Lightweight bottles are not yet mandatory.\u00a0<\/span>\"A
\nCr\u00e9dit : \u00a9Cathay Pacific<\/span><\/p>\n

\u201cAs you move up the value chain, wines tend to come in heavier, more luxurious formats, and we are respectful of that.\u201d But Cathay Pacific is actively building metrics ahead of future tenders. \u201cSustainability is a core KPI across the business \u2013 from sustainable fuel to optimising weight on board.\u201d Producers with B Corp certification, strong environmental credentials or regenerative practices benefit in the selection process. Looking ahead, the airline plans to more precisely factor in the impact of bottle weight on fuel consumption and the associated savings. PET formats, a familiar sight in Economy cabins elsewhere, are being evaluated and considered by Cathay Pacific.\u00a0<\/span><\/p>\n

\u201cWe haven\u2019t found a solution that suits us yet,\u201d Khoo admits. \u201cThe weight advantage is clear, but we need to strike a balance: Wine is part of our DNA, and our customers have to feel comfortable with what we present.\u201d Screwcaps remain standard in economy class to enhance service efficiency.<\/span><\/p>\n

Quality<\/strong><\/span><\/h3>\n

Service quality is equally central to Cathay Pacific\u2019s proposition, exemplified by the wine ambassador programme developed by Khoo. \u201cThey\u2019re effectively flying sommeliers, my eyes and ears on board,\u201d he says, explaining the impetus behind the initiative: \u201cCustomers told us the wines were not always served in the way they deserved. The obvious solution was education.\u201d\u00a0<\/span><\/p>\n

Around 150 to 160 ambassadors have been trained to date, and the ambition is to eventually place at least one on every flight. The programme is expected to launch in the second quarter, initially on key routes before a wider rollout. The rationale is clear: Passenger feedback remains a core KPI in evaluating wine performance. \u201cOn a flight, there are only two things you do: watch the entertainment, and enjoy the food and wine. Maybe 7 out of 10 passengers will discuss the wines. So if it matters to them, it matters to us,\u201d Khoo says.<\/span><\/p>\n

In an increasingly AI-driven world, Cathay Pacific\u2019s approach remains highly structured yet refreshingly human-led. This philosophy extends to the wines themselves. What makes a proposal stand out? \u201cA well-made wine with a compelling and genuine story of provenance that aligns with our brand ethos and that we can share with our passengers. We want depth, not just brands driven by money,\u201d Khoo says, pointing to Lynch-Bages as emblematic of that approach. \u201cIt started as a very genuine relationship \u2013 almost innocently \u2013 and we grew the brand together. That\u2019s the kind of story money can\u2019t buy.\u201d\u00a0<\/span><\/p>\n

Beyond ultra-premium Bordeaux chateaux, which remain important to passengers, Khoo keeps an open mind, but insists that producers do their homework first. \u201cIt\u2019s easy to view an airline’s wine list on the internet and then tailor a proposal to suit the company\u2019s core focus. When suppliers present their entire portfolio, it makes it very difficult for me to filter and make a discerning choice,\u201d he says, adding that \u201csome small producers think they\u2019re not ready to supply an airline, yet they have something compelling. Sometimes, it works.\u201d<\/span><\/p>\n

About Sharon Nagel<\/strong><\/span><\/h3>\n

\"Portrait
\nBritish-born Sharon Nagel<\/strong> has been a journalist and translator specialising in wine for 35 years. She writes for leading French online publication Vitisphere and also contributes to corporate communications.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Author: Sharon Nagel, journalist Ronald Khoo, Wine, Spirits & Beverages manager for the Hong Kong-based carrier Cathay Pacific, explains how altitude, taste and brand strategy shape one of the world\u2019s most sophisticated airline wine programmes. Credit: \u00a9Cathay (\u2026)<\/p>\n","protected":false},"author":14,"featured_media":43830,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2],"tags":[],"class_list":["post-43836","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industry","format-article"],"acf":[],"yoast_head":"\nFlying fine wine: Inside Cathay Pacific\u2019s rigorously curated selection – Vinexposium<\/title>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Flying fine wine: Inside Cathay Pacific\u2019s rigorously curated selection – Vinexposium\" \/>\n<meta property=\"og:description\" content=\"Author: Sharon Nagel, journalist Ronald Khoo, Wine, Spirits & Beverages manager for the Hong Kong-based carrier Cathay Pacific, explains how altitude, taste and brand strategy shape one of the world\u2019s most sophisticated airline wine programmes. 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