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A STAR-studded list of celebrity chefs including big names from the Masterchef TV blockbuster were on hand to launch the much anticipated Qantas epiQure program at Sydney’s Rockpool Bar and Grill last night. Qantas invited about 100 top members of its Frequent Flyer program to a sumptuous eight-course degustation dinner created by executive chef Neil Perry that included tastings of the famous 2001 Penfolds Grange vintage. Guests included Rene Redzepi of Copenhagen’s Noma restaurant which was voted the best restaurant in the world for the past two years, as well as Masterchef hosts George Colombaris and Matt Preston. epiQure is QF’s next move to extend its strongly performing frequent flyer program, and is available to all 7.8 million members of the scheme. As well as enabling them to buy wine from Qantas’ award winning cellar, epiQure will also see opportunities to take part in private dinners with globally recognised chefs here and abroad. “The cost to join epiQure is only $99 but you get a $120 bottle of wine as a gift”, said Simon Hickey, Qantas Frequent Flyer Program Manager. “While there may be existing wine clubs, epiQure stands out as a program that offers much more than access to wine.” He said Qantas Frequent Flyers have long asked where they can purchase limited release wines from the Qantas Cellars – now they can by ordering on board and have supplies delivered when they arrive home. He said the response has been amazing, with nearly five thousand new epiQure recruits already signed up and a further 25,000 expected in the coming weeks. Neil Perry, the Qantas Executive Chef for the past 15 years said epiQure is very food and wine driven and those who sign up will get to go to fantastic dinners all over the world, eating in great restaurants and indulging in the finest of wines. Qantas CEO Alan Joyce, also at the dinner, told Travel Daily that Qantas has had a long reputation for fine food and wine on its planes and in its lounges, so this is a logical extension of the airline’s frequent flyer program. |
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Qantas ceo Alan Joyce is pictured at last night’s epiQure launch event (see p1) flanked by two of Australia’s top chefs – Masterchef host George Colombaris and Qantas Executive Chef Neil Perry. Joyce told TD said Australian tourism providers were set to benefit both directly and indirectly from epiQure, with more than 60 events planned for members over the next 6 months. As well as private dinners with top chefs, epiQure will feature annual gala events and “personalised winery tours in every Australian wine region”. |
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