TAP cabin crew are now Portuguese wine ambassadors

  • Around 400 TAP crew attended ViniPortugal Level 1 training
  • 58 have now completed Level 2 and have received their “Wine Advisor” diplomas
  • Five wine producers from the Tejo Region have wines on selected routes that cater for millions of consumers

Lisbon, Portugal, 2018-Nov-20 — /Travel PR News/ — TAP has taken another step in the TAP Wine Experience initiative, which is consolidating the airline’s status as a leading channel for promoting and tasting Portuguese wines. A total of 58 cabin crew received their “Wine Advisor” diplomas and name badges, after volunteering to attend and successfully completing Level 2 of the ViniPortugal wine course.

With this training, TAP crew members are now certified Portuguese wine ambassadors, and strengthen TAP’s commitment to promote the best of Portugal.

This initiative is part of the wider strategy to promote and internationalise Portuguese wine that TAP has been involved in and which has been called the TAP Wine Experience.

TAP offers its passengers a wide range of quality Portuguese wines. Last year the company introduced a new wine list offering passengers a selection of red, white, rosé, muscatel, port and sparkling wines, creating a real in-flight Wine Experience.

It is to improve and enhance this experience that TAP cabin crew members received training, in order to be able to offer advice about Portuguese wines and to recommend the best accompaniment for the passenger’s chosen meal. Around 400 of more than 3,000 TAP cabin crew have completed ViniPortugal’s Level 1 course, and of these 58 have completed Level 2 and received their Wine Advisor diploma.

TAP’s aim is for all cabin crew to attend the voluntary wine courses that take place after working hours, and it is pleased to say that many of these TAP professionals have signed up, with many more showing interest and enthusiasm for the course.

TAP is also moving forward with new high impact means of communication so producers can organise tasting and sharing sessions with company clients, which will enable small, medium and large producers to supply TAP, choosing the times and routes they believe are most important in terms of their internationalisation strategy.

To this end, TAP has underway and for the next three months, a campaign on selected TAP routes to promote wine from the Tejo Region, with 25,000 bottles of wine provided by five of the region’s producers: Adega do Cartaxo, Herdade dos Templários, Pinhal da Torre, Quinta da Alorna and Quinta da Lagoalva.

Luís de Castro, chairman of the Tejo Regional Wine Commission believes “this initiative by TAP makes complete sense, and we have supported it from the beginning.  It is a way for Tejo wine producers to see their wines at destinations that are strategically important for the region”, reaching around 1.5 million TAP passengers every month as well as being promoted through the company’s many communications channels, including its internet page and social networks, newsletters and internal communications channels, etc., all of which helps bring the wines we produce to a large consumer market.

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Source: TAP