BOLLE, the pioneering producer that has redefined the standards of non-alcoholic winemaking, has announced that its signature Blanc de Blancs and Sparkling Rosé are now being served in elegant 375ml bottles in the Virgin Atlantic Upper-Class Lounge at London Heathrow.
This partnership marks a significant step forward in the evolution of luxury travel. As consumer habits shift toward mindful drinking, the demand for sophisticated, non-alcoholic options has reached a tipping point, with the no and low alcohol category now accounting for approximately 5% of total daily serves at the Heathrow Upper Class Lounge.
For decades, the Virgin brand, driven by the forward-looking and disruptive ethos of its founder Richard Branson, has been synonymous with challenging the status quo and elevating the customer experience. The introduction of BOLLE perfectly aligns with this vision. It offers an inclusive, premium alternative for modern travellers who want the ceremony and celebration of a pre-flight glass of sparkling wine, without the in-flight dehydration or the post-arrival hangover.
Unlike traditional de-alcoholised wines that rely on added sugars and flavourings to rebuild taste, BOLLE is crafted using a patent-pending secondary fermentation process. Applying fine winemaking principles, this method naturally restores the structure, aroma, and complexity expected from a premium sparkling wine.
"Virgin Atlantic has always been a trailblazer, and their commitment to entirely rethinking the passenger experience naturally aligns with our mission at BOLLE," said Gary Read, CEO of BOLLE Drinks. "Travellers flying Upper Class expect the very best. Until now, those choosing to moderate their alcohol intake had to compromise on taste or settle for a fundamentally different beverage. By pouring BOLLE, Virgin Atlantic is making a clear, inclusive statement: the modern luxury traveller deserves a world-class wine experience, whether they are drinking alcohol or not."
The listing at Heathrow’s Upper-Class Lounge follows a landmark year for BOLLE in 2026, which recently saw the brand become the first non-alcoholic wine to be listed by historic 300-year-old British wine merchant Berry Bros. & Rudd. Already poured in over 75 Michelin-starred restaurants globally, BOLLE continues to establish itself not as a niche alternative, but as a fine wine in its own right.
Travellers can now enjoy BOLLE Blanc de Blancs and Sparkling Rosé year-round at the Heathrow Upper Class Lounge before departing on their international flights.