The idea of enjoying wine or beer on an airplane is quite common among adults, but Cathay Pacific is taking this idea to new heights with its own craft beer, Betsy, that is specifically meant to be enjoyed at 35,000 feet.
The beer has been brewed in such a way that reduces bitterness and enhances sweetness to account for perceived changes in taste that happen at high altitudes.
A few other airlines have experimented with this idea of offering specific food and drink menus in light of the fact that a person's ability to taste is said to be reduced by about 30% when they are on an airplane. Other examples of this include British Airways creating playlists to go along with menu items, as well as JetBlue offering "altitude-friendly wines" in single-serve bottles.
In-Flight Beer Brews
Cathay Pacific's 'Betsy' Enhances the Enjoyment of Beer on an Airplane
Trend Themes
1. Craft Beer for Air Travel - Craft breweries can develop specialized beers that are designed to enhance the taste experience at high altitudes, tapping into a unique market of airline passengers.
2. Airline-specific Food and Drink Menus - Restaurants and foodservice companies can collaborate with airlines to create exclusive menus that cater to the sensory changes passengers experience during flights, providing a memorable culinary experience.
3. Enhancing Taste Sensations at High Altitudes - Food scientists and sensory experts can research and develop methods to modify food and drink formulas that counteract the diminished taste perception in airplane cabins, revolutionizing the in-flight dining experience.
Industry Implications
1. Craft Brewing - Craft breweries can seize the opportunity to innovate by creating craft beers specifically designed for consumption at high altitudes, offering a unique and enjoyable drinking experience for airline passengers.
2. Hospitality and Foodservice - Hotels, restaurants, and catering services can collaborate with airlines to offer curated food and drink menus that address the sensory changes experienced during flights, providing a personalized and satisfying dining experience for travelers.
3. Food Science and Sensory Research - Food scientists and sensory research experts can explore ways to enhance the taste and flavor profile of in-flight meals and beverages through ingredient modifications and innovative culinary techniques, elevating the overall dining experience for airline passengers.