Hong Kong’s flag carrier Cathay Pacific announced the launch of Betsy Beer, a hand-crafted bottled beer specially brewed to be enjoyed at 35,000 feet.

Named after “Betsy”, Cathay Pacific’s first aircraft, a Douglas DC-3 which flew passengers around the region in the 1940s and 1950s, Betsy Beer is first served to First and Business Class passengers onboard flights between Hong Kong and destinations in the United Kingdom – Heathrow, Gatwick and Manchester – from the 1st of March until 30th of April 2017.

It is not a secret that cabin pressure and altitude affects passengers’ taste buds, but by using a combination of science and traditional brewing methods, the beer, which Cathay Pacific has produced in harness with Hong Kong Beer Co, is created with a combination of Hong Kong and UK-sourced ingredients, aroma and necessary carbonation to taste great both in the air and on the ground.

Cathay said 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.

Cathay Pacific announced its new business direction at the Leadership Conference held on 18th of January 2017. The company recapped on its business context, the challenges and opportunities and then focused on its plans for the future.  At the same time, the company also announced to reduce some jobs as a result of the strategy.

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.

Good news for the beer lovers that they do not need to fly just to taste the beer.  Betsy will 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.

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