HONG KONG — Cathay Pacific has launched Betsy Beer, the world’s first hand-crafted bottled beer specially brewed to be enjoyed at 35,000 feet.
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.”
Named after ‘Betsy’, Cathay Pacific’s first aircraft (a Douglas DC-3 which flew passengers around the region in the 1940s and 1950s), the beer is specially brewed to combat cabin pressure and altitude that affects passengers’ taste buds. Created with Hong Kong Beer Co., it uses a combination of Hong Kong and UK-sourced ingredients, aroma and necessary carbonation to taste great both in the air and on the ground.
‘Dragon eye’ fruit is also part of the recipe, which gives the beer a unique taste, says Cathay. Known for its aromatic properties, the fruit adds to the round, rich, and textural properties. The flavour is enhanced further by the inclusion of a small component of New Territories’-sourced honey in the brewing process, giving the beer floral notes, while the use of Fuggle, a revered hop and a mainstay of traditional British craft ales, lends it a “pleasingly earthy and full-bodied flavour”.
Unfortunately it appears Canada will need to wait for the special brew, as Betsy Beer will first be served to First and Business Class passengers onboard flights between Hong Kong and UK destinations including Heathrow, Gatwick and Manchester, from March 1 until April 30.
However 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. It will also be available for online purchase within Hong Kong through Deli Delight (deli-delight.com), the exclusive retailer for Betsy Beer during March and April.
