Altos de Luzón reaches the highest heights
At Bodegas Luzón, we continue to rise toward new horizons. Our most emblematic wine, Altos de Luzón, has quite literally reached the highest heights by becoming part of the exclusive wine selection offered by Avianca Insignia, the new premium experience from the Colombian airline.
The official launch of Avianca Insignia took place yesterday in Madrid, in a temporary space located at Calle Goya 36. The airline has transformed this elegant, contemporary venue into a meeting point for fine dining, quality wine, and the most exclusive flight experience. The new service was presented there, redefining the concept of air travel by introducing a class above traditional business, featuring fully reclining seats and a menu created by a renowned Colombian chef.
During the inaugural event, Altos de Luzón was one of the star wines. Our winery was invited to participate as a benchmark for Spanish wine within the enological proposal that will accompany Avianca Insignia passengers. It was an honor we shared with labels from France and Italy, forming part of a carefully curated international selection that reflects both diversity and excellence in the world of wine.
The Insignia Pop-Up space, which will remain open in Madrid until mid-November, will host various public activities over the coming weeks. Among them are evening wine tastings and after-hour sessions with DJs, where visitors can enjoy a glass of Altos de Luzón and experience first-hand the spirit that defines this new flight category—a unique opportunity for those wishing to step into a world of comfort, exclusivity, and authentic flavor.
The collaboration between Avianca and Bodegas Luzón is not new. Since the beginning of this year, our wines—and especially Altos de Luzón—have been part of the airline’s onboard service, accompanying passengers on their international routes. This recognition marks another milestone in our journey through the skies, strengthening a partnership that will continue through 2026, ensuring our wines remain a feature of the company’s official wine list.
The event was attended by members of Avianca’s sales and marketing teams, journalists, influencers, and Colombian content creators, who had the chance to taste Altos de Luzón and share impressions about this partnership between Jumilla wine and one of Latin America’s most prestigious airlines. According to the organizers, Avianca is considered the second-oldest airline in the world, a fact that underscores both its legacy and its ongoing commitment to innovation.
For Bodegas Luzón, being part of the Insignia project is more than a recognition—it is a confirmation of our journey. Altos de Luzón, crafted from a carefully selected blend of Monastrell grapes, embodies the essence of Jumilla’s terroir and the purest expression of our commitment to excellence. That this wine now accompanies Avianca passengers at high altitude is a perfect metaphor for what drives us every day: to take the quality of our wines as high as possible.
Through this collaboration, we reaffirm our international vocation and our commitment to innovation in the world of wine. We continue to expand the horizons of Altos de Luzón—a wine that, quite literally, soars high.
More information about the Avianca Insignia program is available on Avianca’s official website.