In the Mix: Airlines Serve Up High-Class Cocktails
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APEX Insight: From complimentary signature cocktails to exclusive partnerships with producers of pre-mixed, spirit-based drinks, airlines are turning to premium beverages to enhance the in-flight experience. For economy-class passengers who have yet to benefit from the trend, W&P Design’s bring-you-own approach may do the trick.
One of the ways airlines treat passengers to high-quality in-flight experiences is by whetting their taste buds. JetBlue’s Mint class service greets passengers with a signature specialty cocktail consisting of honey-infused limeade, vodka and mint. For United Airlines, the Moscow Mule is the drink of choice. The airline partnered with Chicago-based startup Crafthouse Cocktails to offer complimentary Mules to passengers in premium cabins.
In economy class, a bring-your-own approach may suit passengers looking for premium beverages. The Carry On Cocktail Kit, by W&P Design, gives travelers the opportunity to whip up a variety of classic cocktails in flight. There are five varieties available €” including The Gin & Tonic, The Bloody Mary and The Old Fashioned €” and each one comes in a separate travel-friendly case. “Plenty of passengers are buying alcohol while in flight, but their cocktail options have been limited to watery, sub-par options,” explains Elizabeth Tilton, head of Marketing and Communications at W&P Design. “Whether you’re traveling for business or pleasure, you should have access to a good drink, and The Carry On Cocktail Kit makes that possible.”
“Customers are demanding better quality and more natural drinks.” €” Victoria Carlaw, KÖLD Cocktails
The in-flight health food trend is slowly seeping into the realm of alcoholic beverages. At last year’s Airline Retail Conference, KÖLD Cocktails took home top recognition for Best New In-Flight Product. “Customers are demanding better quality and more natural drinks,” says Victoria Carlaw, sales director for KÖLD. “Cocktails, and especially KÖLD Cocktails, are able to offer this with a blend of natural fruit juices and pure spirits [and without needing trained bar staff or mixologists.] They are less calorific than a glass of wine or a beer and definitely more fun!”
As more airlines turn their interests toward cocktails, we’ll see cultural inspirations and signature recipes emerge from both the cabin bar and the carry-on bag.