# In-Flight Beer Brews Cathay Pacific's 'Betsy' Enhances the Enjoyment of Beer on an Airplane By Laura McQuarrie | Published 2017-02-24 | World Source: Trend Hunter, https://www.trendhunter.com/trends/beer-on-an-airplane References: [businesstraveller](https://www.businesstraveller.com/airlines/2017/02/22/cathay-pacific-creates-craft-beer-uk-flights/) & [businesstraveller](https://www.businesstraveller.com/bt/cathay-pacific/) The idea of enjoying wine or beer on an airplane is quite common among adults, but [Cathay Pacific](https://www.trendhunter.com/trends/aria-suite) 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](https://www.trendhunter.com/trends/made-for-drink-british-airways) creating playlists to go along with menu items, as well as [JetBlue](https://www.trendhunter.com/trends/athletic-brewing-company-jetblue) offering "altitude-friendly wines" in single-serve bottles. ## Trend Insights (Trend Hunter) - Score: 2.9/10 - Popularity: 15% | Activity: 64% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [World](https://www.trendhunter.com/world) > [Travel](https://www.trendhunter.com/travel) ## Key Themes ### What Makes This Trend Stand Out - **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. - **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. - **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. ### Sectors Adopting This - **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. - **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. - **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. ## Related on Trend Hunter - [Inflight Non-Alcoholic Beers](https://www.trendhunter.com/trends/athletic-brewing-company-jetblue.md) - [Collaborative Airline Beers](https://www.trendhunter.com/trends/air-new-zealand-3.md) - [Mixed-ABV Inflight Cocktails](https://www.trendhunter.com/trends/air-france-and-matthias-giroud.md) - [Refreshing Inflight Spritzes](https://www.trendhunter.com/trends/skyhigh-spritz.md) - [THC-Infused Inflight Drinks](https://www.trendhunter.com/trends/thc-infused-sodas.md) - [In-Flight Cocktail Menus](https://www.trendhunter.com/trends/alaska-airlines.md) - [Optimized Inflight Coffees](https://www.trendhunter.com/trends/custom-coffee-blend.md) - [Elevated In-Flight Menus](https://www.trendhunter.com/trends/delta-airlines-1.md) - [Airline Coffee Partnerships](https://www.trendhunter.com/trends/air-new-zealand-1.md)