Canned Wine in Upper Class

Canned English wine pioneer, The Uncommon, is now being poured in selected Virgin Atlantic Upper Class cabins. The English bubbly will also be available to buy on-board across the entire fleet from today.

  • Canned English sparkling winemaker, The Uncommon, launches tasting experience on selected Upper Class cabins 
  • The airline’s latest A350 aircraft features a new social space for Upper Class passengers called ‘The Booth’, offering elevated experiences for two.
  • The Uncommon will also be available to buy and enjoy across the entire Virgin Atlantic fleet from 1st of April.  

English wine pioneer, The Uncommon, has partnered with Virgin Atlantic to launch a wine tasting experience for Upper Class passengers on the airline’s A350 leisure fleet. 

The airline’s two leisure A350’s feature The Booth in its Upper Class cabins, an evolution of the airline’s social spaces.  Tucked away in the Upper Class cabin, The Booth aspires to create a cosy corner, providing comfy lounge style seating. It offers a number of experiences for two, including wine tasting with The Uncommon.       

The partnership marks the first time ever that canned wines have been poured in Virgin Atlantic’s Upper Class cabin. The Uncommon is paving the way for a new era of English wine and challenging the perception of canned wine.

Customers in The Booth will be able to sample a thoughtfully curated selection of three wines, which include an English Sparkling White and Rosé, alongside a lighter, botanically infused spritzer– perfect for tantalising tastebuds at cruising altitude. 

Alongside the Upper Class experience, The Uncommon’s award-winning bubbly wines will be available to buy and enjoy on-board across the fleet in all classes from 1st April.

The handy 4 x can multipacks will also be available to pre-order through the Retail Therapy magazine in the duty-free offering. 

Henry Connell, Co-Founder of The Uncommon, commented:

“Virgin Atlantic is renowned for its world class Upper Class offering and we’re so proud to be part of it. We’re on a mission to prove that you can get the highest quality English wine in the more sustainable canned format. Our cans are light, stack tight, chill fast and are endlessly recyclable, making them perfect for Virgin’s Upper Class tasting experience in The Booth. There’s never been a better time to break tradition for the better.” 

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 featuring a tasting of The Uncommon’s award-winning English wines 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.”

Having started in 2018 with just 10,000 cans, the brand is set to sell one million cans in 2022, through nationwide retailers including Waitrose, M&S and Selfridges, as well as its E-commerce store.

Written by Dominy Jones