Some years ago now, the Dubai airline launched a dynamic long-term investment strategy, to the sum of half a billion dollars, in the wine market. Indeed, in addition to the excellence of its fine wines, most of these vintages will only be ready to drink a decade from now. And it’s France that the Persian Gulf state has chosen to age its collection of more than 1.5 million bottles of wine. The team of experts appointed by the Emirates airline is taking the fulfilment of its mission very seriously, approaching the most prestigious châteaux and vineyards to choose and secure the wines served aboard the fleet’s craft. “For us, wine is an experience.”
Knowing that Omar Khayyam sang the praises of “life’s liquor,” unto its very dregs, this initiative is not surprising, even if popular subculture leads us to believe that the Muslim Arab world has no kind of experience in this field.