Until recently, serving draught beer on a flight would be virtually impossible due to air pressure, but Dutch airline KLM teamed up with Dutch beer brand Heineken to change that. The companies created a 'Brew Lock' keg that can be used in-flight to serve an unaltered draught beer. Once the new service is cleared by the civil aviation authorities, KLM will offer Heineken draught beer on-tap to its business class passengers.
The collaboration of two separate companies that come from completely different industries makes business sense in this situation. KLM would be able to enhance passenger experience, giving consumers more of a reason to fly with them. Heineken would have its product and brand placed in front of business class passengers, making the company more visible while promoting its draught beer. Both companies stand to benefit from the partnership.