Asian-American brewer Hong Kong Beer Company has partnered with Hong Kong airline Cathay Pacific to create a beer designed to be consumed at high altitudes.
Available on select flights between London and Hong Kong, the Betsy beer is an unfiltered, wheat-based beverage. It's flavoured with honey to reduce the bitterness accentuated by air pressure, logan (or dragon eye) fruit to ramp up the sweetness, and English hops for an earthy, herbaceous aroma that counteracts the 15-30% reduction in taste and smell experienced at altitude. The beer is also 10% carbonated, which offsets the numbing of the senses in-flight for a lively sensation on the tongue.
The brewery and airline worked together with other beer specialists, restauranteurs, frequent flyers and cabin crew to taste-test 12 different ingredient combinations for the perfect brew.
For further examples of airlines developing their in-flight offerings, see In-Transit Innovations, part of our Future Service Industry Trend. See also Coca-Cola x Delta: Flying Art Gallery, Airbus Develops 'Swappable Modules' Jet Concept, and Cathay Pacific Partners With Net-A-Porter for other recent airline concepts.