British Airways has appointed a full-time Master of Wine, Tim Jackson MW, who is set to elevate the carrier’s premium experience for its customers both on the ground and in the air.

British Airways’ Director of Onboard Experience, Sajida Ismail, said the new Master of Wine will play a vital role in selecting and tasting potential new wines, curating menu descriptions, developing the airline’s wider drinks strategy and sourcing a diverse range of wines from across the globe for customers to enjoy.

As well as carefully selecting fine wines and sparkling options, the Master of Wine will also lead the selection of the airline’s drinks portfolio across its lounges and on board.

Ismail said this includes championing the best of British beers, promoting classic gins and rolling out innovative non-alcoholic alternatives.

A large part of the role will also include a sustained focus on taking into consideration differences in flavours, as well as taste and structure changes of beverages at altitude, according to Ismail

“We are really excited to have Tim at British Airways,” she said. “His knowledge and expertise play an integral role in our efforts to continue to deliver the premium experience that our customers look for when they fly with us and offer products that our colleagues are proud to serve.

“Going forward, we also have lots of exciting plans that will champion new drink offerings and celebrate the global network that we fly to.”

British Airways’ Master of Wine, Tim Jackson, said: “I’m delighted to be the first person to take this position at British Airways.

“As an avid traveller, I have sampled wine from all corners of the globe, ranging from California to Chile, so I hope my love for travel, together with my experience and knowledge of beverages, will make a positive difference to the premium experience we offer our customers.”