Cathay Pacific beer brewed to be consumed at altitude

Cathay Pacific airline has collaborated with Hong Kong Beer Co to release a beer that has been specially brewed to be enjoyed at 35,000 feet. The 4.2% pale ale, named Betsy Beer, has been created “using a combination of science and traditional brewing methods” to appeal to inflight travellers and amplify its philosophy of “a life well travelled”. Betsy Beer became an instant hit when it was first rolled out back in February 2017, but now it has returned with a new recipe. It is well-documented that passengers experience a subdued sense of taste when flying, as highlighted by researchers recently looking into the best flavours to drink on flights. The launch of Betsy Beer, which the brewery has stated is the world’s first hand-crafted beer made to be consumed in the air, takes its name from “Betsy”, Cathay Pacific’s first aircraft, a Douglas DC-3 which flew passengers around the region in the 1940s and 1950s. Betsy Beer will be first served to both first and business class passengers onboard flights between Hong Kong and destinations in the UK at airports including Heathrow, Gatwick and Manchester. A spokesperson for the brewery noted that “it isn’t any secret that cabin pressure and altitude affects passengers’ taste buds, but by using a combination of science and traditional brewing methods” bit assured that the resulting beer “created with a combination of Hong Kong and UK-sourced ingredient has the “aroma and necessary carbonation to taste great both in the air and on the ground”. The brewery insisted that “Betsy Beer’s carefully constructed recipe has been developed accordingly, in order for passengers to enjoy an outstanding one-of-a-kind craft beer at altitude”. Plus, the spokesperson explained that “the inclusion of Dragon Eye fruit is a unique characteristic of the beverage” and pointed out how it is “known for its aromatic properties” highlighting how “the fruit adds to the round, rich, textural properties that make the beer distinctive” and as such “his flavour is enhanced further by the inclusion of a small component of New Territories’-sourced honey in the brewing process, giving the beer agreeable floral notes, while the use of the Fuggle hop lends it an “earthy and full-bodied flavour”. Speaking about the launch, Cathay Pacific general manager marketing, loyalty programme and 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.” Lyden explained: “We are constantly looking for innovative and meaningful ways to enhance the travel experience for our customers. To help passengers experience something memorable for the first time is a big part of what we mean by ‘travelling well’. Betsy Beer is a great example of this. A beautifully crafted product designed purely with the traveller, and beer lover, in mind.” Cathay Pacific and the Hong Kong Beer Co additionally invited an expert tasting panel – including Toby Cooper, founder of the Hong Kong Craft Beer Association; Thomas Lau, chairman of the Hong Kong Craft Beer Association; May Chow, recently voted Asia’s Best Female Chef for 2017; Willem van Emden, Swire Restaurants’ general manager; Real Ting, co-founder of the Collaboration Group; and the airline’s management, cabin crew and Marco Polo Club members – to find the perfect balance. In addition to Cathay Pacific flights operating on routes to the UK, Betsy Beer will also be available at ground level at the airline’s lounges in Hong Kong and Heathrow as well as a select number of Swire-owned restaurants in Hong Kong, including Mr & Mrs Fox, Café Gray Deluxe, Plat du Jour, Public, Sugar (Bar.Deck.Lounge) and The Continental for a limited time. The beer will also be available to buy online within Hong Kong in retail through Deli Delight.