SAS upgrades Champagne offering to “Special Club”

Travelling in Business Class is synonymous with refined luxuries, and nothing marks the start of a premium journey like a glass of world-class Champagne. While many major airlines pour familiar labels, Scandinavian Airlines (SAS) is charting a new course by presenting “Special Club” grower Champagnes to its Business Class passengers.

We connected with Johan Gillström, the expert overseeing Wine and Spirits for SAS, for an in-depth discussion about this innovative direction. According to Gillström, “In recent years, our goal has been to surprise even our most seasoned guests by sourcing top-tier Champagne from independent grower producers. We want to enhance variety and elevate the onboard experience.”

The Champagne region of France is legendary for its sparkling wines, with iconic names such as Moët & Chandon, Veuve Clicquot, and Laurent Perrier recognized worldwide. Each year, over 300 million bottles are produced, with most grapes sold to these large houses. However, approximately 5,000 growers craft Champagne exclusively from their own vineyards—these boutique producers are rarely featured on airline wine lists, until now.

Artisan Producers, Exceptional Exclusivity

While dominant brands blend grapes from many sources to achieve a signature style, grower Champagnes embody the unique characteristics of individual terroirs and vintages. Some of these artisanal houses produce only a few thousand bottles annually, a stark contrast to Moët & Chandon’s 30 million or Veuve Clicquot’s 18 million.

Gillström explains, “Our ambition was to introduce our guests to distinctive Champagnes from intimate producers. However, for an airline, sourcing sufficient quantities from a small grower is logistically challenging—we would need nearly their entire annual output.”

As SAS’s Manager of Supply Chain and Product Development, Gillström leveraged his expertise to create a solution. Rather than relying on a single grower, SAS now rotates limited releases from several boutique producers, supplementing with a renowned Champagne from a larger house. These exclusive batches are served for two to three months at a time, while Charles Heidsieck Brut Réserve remains the staple offering for the rest of the year.

SAS initially aimed to unveil its new Champagne selection in 2020, but global events delayed the debut. As international travel has surged again, the airline has reintroduced its vision. Since March, Business Class flyers have been greeted with Joseph-Loriot Pagel Special Club 2012 and Roland Champion Special Club 2012, setting a new standard in the sky.

Gillström shares, “When evaluating grower producers, the Special Club Champagnes immediately stood out for their exceptional quality and their strong reputation among Scandinavian connoisseurs.”

In a market led by global Champagne giants, independent producers have traditionally remained in the background. To champion their craft, twelve of Champagne’s most historic family-owned houses formed the Club Trésors de Champagne—the Special Club—in 1971. Membership is highly selective, with only around 30 growers admitted from more than 5,000 eligible vignerons as of 2025.

Special Club Champagnes are not guaranteed annually. Each February, members convene for a rigorous tasting of the previous year’s base wines. Only if every member agrees the vintage meets the Club’s high standards will a vintage be declared, making each Special Club Champagne a rare and celebrated release.

Special Club classification is an exclusive process that only begins in a declared vintage year. Each Champagne undergoes blind tastings by a panel of leading wine experts and the Club’s resident oenologist. The first evaluation is of the still wine prior to its secondary fermentation. After three years of cellar aging, a second tasting is held. Only unanimous approval at both stages allows the wine to be bottled in the iconic green Special Club bottle.

Although each Special Club Champagne is crafted by a different grower, all are presented in the same distinct bottle, adorned with a signature embossed medallion on the neck. While the producer is clearly indicated on the label, the uniform design unites these cuvées as part of an elite collective from Champagne’s top terroirs. 

To inaugurate its new inflight Champagne program, SAS chose Joseph-Loriot Pagel Special Club 2012 and Roland Champion Special Club 2012.

The Joseph-Loriot Pagel Special Club 2012 is a rare 100% Pinot Meunier Champagne, showcasing the creativity and terroir-driven approach of its producer. This cuvée offers a harmonious balance of ripeness, vibrant minerality, and fresh acidity. Lush fruit aromas and a hint of tropical sweetness unfold on the palate, with only 3,600 bottles produced in this vintage.

The Roland Champion Special Club 2012 is a Grand Cru Blanc de Blancs, crafted solely from Chardonnay. It delivers elegant notes of green apple, grapefruit, and subtle brioche, with a creamy texture and lively acidity. The wine is remarkably age-worthy, but already expresses finesse and depth. Production was limited to just 4,800 bottles.

SAS anticipates that the initial allocation of 2,000 bottles will serve passengers for approximately two months, after which guest feedback will inform future offerings.

Gustaf Öholm, Head of Onboard Product and Services, remarks, “Our team is thrilled to introduce this program to our guests. We look forward to seeing how our travelers respond and have exciting plans for further enhancements.”

With this Special Club initiative and the use of elegant Orrefors glassware, SAS continues to set a new benchmark for luxury in the skies. These exclusive pours are poised to become a signature feature of the SAS Business Class experience.

 

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