KLM joined hands with its supplier, the Activin Wine Group, and the Mauritshuis to mark their unique partnership in the company of selected journalists. The paintings on the labels include works by Rembrandt van Rijn and Johannes Vermeer, whose works are exhibited alongside those of other Dutch masters in the Mauritshuis, attracting tourists from around the world to this superb museum.

The unique wine labels are intended to kindle KLM passengers’ enthusiasm for Dutch culture and tempt them to visit the superb “Dutch Masters” exhibition at the Mauritshuis, where the depicted works will be on display in their full glory.