Cathay Pacific is introducing the craft ale made by Hong Kong Beer Co., from next month. The brew, dubbed Betsy after the airline’s first aircraft, is “brewed to be enjoyed at 35,000 feet”, according to the companies.
Named after “Betsy”, Cathay Pacific’s first aircraft (pictured above), a Douglas DC-3 which flew passengers around the region in the 1940s and 1950s, Betsy Beer will be first served to First and Business Class passengers onboard flights between Hong Kong and destinations in the United Kingdom – Heathrow, Gatwick and Manchester – from 1 March until 30 April 2017.
Cathay Pacific General Manager Marketing, Loyalty Programme & CRM Julian Lyden said:
“We know that when you fly, your sense of taste changes. Airlines address this for food in certain ways. But nobody has ever tried to improve the taste of beer at altitude. That seemed like a great opportunity for us to help our beer-loving passengers travel well.”
This is certainly a PR coup for Cathay Pacific with lots of publications reporting on this launch – such as The Times newspaper (below).
What is the science behind it?
- For a sensory experience that has unique mouthfeel, Betsy Beer has an increased carbonation 10 percent higher than for a sea-level beer.
- Higher CO2 levels are known to stimulate flavour receptors on the tongue, increasing taste at 35,000 feet.
- As a wheat beer, Betsy Beer retains flavour, while reducing the bitterness that many other beers have at altitude.
- As an unfiltered brew, Betsy Beer retains layers of texture and complexity.
- Unfiltered yeast in wheat beer is also a source of Vitamin B, which is well-known for its restorative properties.
For the full press release from Cathat Pacific – click here.