SAS Just Bought an Entire Stock of Unreleased Vintage Champagne

by Sam Roecker

Image by SAS

SAS Scandinavian Airlines announced an exclusive partnership with Charles Heidsieck to serve an unreleased vintage Champagne. Passengers flying SAS business class will become the only people in the world to taste the 2005 vintage Rose.

The Scandinavian carrier also secured remaining bottles of the 2006 vintage to pour on long-haul flights, replacing the non-vintage currently served onboard. Exclusive pours begin this summer, although SAS did not announce a specific date.


SAS Head Chef Peter Lawrence seems excited about the acquisition. A non-vintage Charles Heidsieck Rose retails for $80, with the vintage 2006 retailing for $150.

“With fruity notes and tasting of figs, pine nuts and brioche, with a long, balanced finish, the new Champagne elevates our offering to the next level,” Lawrence said in a news release.

Only a handful of airlines serve vintage Champagne, and this acquisition puts SAS among the top high-altitude purveyors. This is sure to be a delight for business class passengers traveling through Scandinavia.

Charles Heidsieck 2005 vintage Rose | Image by SAS 

Laurent Perrier Grand Siecle | Swiss

Airlines Are Stepping Up Their Champagne Game

SAS joins a growing number of top-rated airlines splurging for expensive bottles of Champagne for business and first class cabins. Japan Airlines currently serves a $420 bottle of Salon 2002 on select routes in first class.

Lufthansa and Swiss International Airlines serve the exceptional Laurent Perrier Grand Siecle in first class.

Other exquisite pours include:

  • Dom Pérignon 2006, served on Emirates, Singapore, and Thai
  • Krug Grande Cuvée, served on ANA, Cathay Pacific, and Air France
  • Perrier-Jouët Belle Epoque, served on Korean Air
  • Taittinger Comtes De Champagne 2005, served on Qantas and Oman Air

These $150-plus bottles are served in first class – not business class. Some of the better business class cabins offer non-vintage Champagnes in the $40 range. Turkish Airlines poured Taittinger on my flight to Istanbul last summer, while Korean Air serves Perrier-Jouët in business.

SAS does not offer a first class product but pouring a vintage Champagne will certainly place its beverage offering amongst the best in the world.

Ready to Try the New Bubbly?

SAS is a Star Alliance member and occasionally makes award seats available to partner programs like United MileagePlus, Lufthansa Miles & More, Avianca LifeMiles and Aeroplan. You can redeem 70,000 United miles for one-way travel between the U.S. and Europe, or 55,000 Aeroplan miles for the same flight.

SAS flies longhaul routes from Copenhagen, Stockholm, and Oslo to major airports North America and Asia.

Sample Availability for Saver Business: Chicago to Copenhagen, 70K miles

How Do You Pronounce SAS?

Is it S-A-S or “SAS,” as in Sass? In Swedish it’s pronounced “Sass” but you’ll usually hear S-A-S in English. Just don’t get too sassy on board after enjoying a few pours of the airline’s new top flight Champagne!

Cheers! In Swedish, Danish, and Norwegian



Cheers, SAS! 🍾

The responses below are not provided or commissioned by the bank advertiser. Responses have not been reviewed, approved or otherwise endorsed by the bank advertiser. It is not the bank advertiser's responsibility to ensure all posts and/or questions are answered.


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henry LAX June 12, 2018 - 1:46 pm

it should be pronounced “sass” …. same way we say “tap” portugal instead of T-A-P and “lot” polish airlines not L-O-T .. prior to the creation of LATAM, their predecessors were also pronounced “lan” and “tam” not L-A-N Chile or T-A-M Brasil

even “QANTAS” is a 6-word acronym

exceptions to that rule would be cases like A-N-A not “ahn-na” …. the one with least clarity would be EVA Air of Taiwan … “eva” and E-V-A are split 50/50

Sam Roecker June 12, 2018 - 1:51 pm

I agree – I pronounce it “Sass” as well but the crew and ground personnel often say S-A-S in English.

Christian June 12, 2018 - 7:24 pm

On EVA, I was trying to understand an announcement when I realized that I’d been mispronouncing it as Eva, not E-V-A. The staff were kind enough to not correct me for mispronouncing their company.

Christian June 12, 2018 - 7:20 pm

My family in Denmark has always always pronounced it Ess-Ay-Ess, as did every member of the sales office when I was a travel agent, but just as you say Pahree in France rather than Paris, ymmv.

Sam Roecker June 12, 2018 - 9:45 pm

Interesting, thanks for sharing!

lifeonthego_k June 13, 2018 - 5:42 am

Also worth mentioning this what they serve on the following airlines:

Eva Air (in J): Krug or Veuve Clicquot La GRANDE DAME 2006 champagne
Qatar (in F): Either Krug or currently Krug 2004.
SQ (in F): Krug (for a trial period they are serving the 2004 vintage) AND Dom Perignon 2006.

Sam Roecker June 13, 2018 - 11:46 am

Krug in EVA J sounds delightful! How was your experience?

747always June 14, 2018 - 1:14 am

Its great theyve done this, but I often wonder how well champagnes taste while at cruising altitude. Due to a bad sinus issue my sense of smell and taste is hampered, but champers at 30K doesnt have the same flavour as champers on the ground.
Would rather have the champagne in the lounge and beer in the air.

Sam Roecker June 14, 2018 - 8:46 am

Very good point! We always talk about taste buds and altitude as it relates to food…but never alcohol.

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