Brewing Loyalty: What Airline Coffee Pairings Say About the Brand
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APEX Insight: Coffee is more than just a complimentary beverage for some airlines. The right brand partnership can characterize an airline from bland brand to one that is cool, classy or down-to-earth. From local San Francisco indie brews to everyday brands like Starbucks and Dunkin’ Donuts, based on the brand of coffee you drink, what airline would you fly with?
Are you a grande latte sipping Starbucks snob or a Dunkin’ Donuts dude? In Canada and the United States where coffee consumers practically pledge allegiance to their favorite coffeehouse, airlines wear their coffee partnerships on their wings, rooting for the home brew of their passengers. In parts of Asia, the Middle East and the United Kingdom, where tea is preferred, airlines may have extensive loose leaf menus, in addition to serving coffee of a European brand. Then there are airlines that make no mention of it, catering to passengers who simply want a cup of coffee. Based on the brand of coffee you drink, what airline would you fly with?
Second Cup – Air Canada
Named after coffee so good, you’ll want a second cup, this Canadian franchise has been brewing in Toronto since 1975. It established its first international location in 2003 in Dubai and from there, opened more shops in the Middle East, Taiwan and the UK. Air Canada’s decision to serve Second Cup (which recently pampered its cafés with an upscale makeover) over the more popular, trademarked, “Canada’s Favourite Coffee,” from the Burger King-owned Tim Hortons chain, is a strategic side step that Canadians will notice.
Starbucks – Alaska Airlines, Delta Air Lines, flydubai
Starbucks, the number one coffee chain in the world, based on its utter worldwide domination (it’s even inside the CIA!), has more than 280 airport outposts in the US and Canada. Just be sure to pick up your decaf, soy latte with an extra shot of vanilla before you board, because on board, its the signature Pike Place Roast or Starbucks VIA instant decaf. However, we don’t see why other Starbucks beverages can’t be served in-flight, since Pumpkin Spice Latte, Caffè Mocha and Cool Lime Refresher are also available in the ready-brew format.
Nespresso – El Al, Virgin Australia
Nespresso, the makers of the sleek countertop appliance that guzzles and spits espresso at the touch of a button, sets its coffee apart with branded boutiques that feature a tasting bar, spotlighted displays of its jewel tone coffee capsules and staff that will bestow your very own purchase on you as if it was a gift (with two hands). To make espresso at cruising altitude, where water brews at a much lower temperature, Nespresso turned to B/E Aerospace to design a machine that functions at 35,000 feet. Members of the Nespresso Club will be familiar with capsule names Ristretto (black, Intensity 10), Decaffeinato (red, Intensity 2) and Espresso Leggero (spring green, Intensity 6, for business members only) that are served in business class on El Al and Virgin Australia flights.
Dunkin’ Donuts – JetBlue
No, JetBlue does not serve Dunkin’ Donuts on board, just the donut chain’s coffee. It calls itself “America’s favorite everyday all-day stop for coffee and baked goods” and holds a place in the hearts of the working class because sipping from a Dunkin’ cup feels like you’re sticking it to Starbucks, man (There’s even a guy who works behind the scenes to ensure that DD’s cup of joe tastes distinctly different from Starbucks). As to why JetBlue serves Dunkin’ and not Starbucks? Well, it could just be an East Coast, West Coast thang – Starbucks is from Seattle, Washington and Dunkin’ is from Quincy, Massachusetts. Yes, that ’90s battle is still ongoing.
Philz Coffee – Virgin America
Philz Coffee began inside a corner store in San Francisco’s Mission District and has grown a reputation for brewing every cup by hand, to order, adding dairy and sweetener (or not) to the tastes of each customer. While that level of coffee personalization can’t be delivered on board (until baristas fly*), the coffee choice is on-brand for Virgin America, who tend to partner with the young and hip (Netflix, Spotify, Airbnb), plus, Philz is the unofficial coffee that fuels Facebook. “My friends, coffee came to my dream,” said Phil Jaber, founder of the coffee chain, “and I’m taking it to the moon.” With space travel coming soon, perhaps you will, Phil. Though
*Asiana Airlines is rumoured to offer pour-over service onboard.
Nescafé – Norwegian Air Shuttle, Xiamen Air
Nespresso may be the crema of the Nescafé crop, but it hasn’t forgotten its origins in instant coffee, which nearly half the world prefers, including Mexico, Chile, Russia and China; making granulated coffee Nescafe’s top grossing product and one of Forbes’ World’s Most Valuable Brands. Despite Scandinavians, being among the top coffee consumers and having a preference for fresh coffee, low-cost carrier Norwegian, has opted for the instant brew.
Class Distinction
Qantas serves unbranded coffee in economy, but in first and business class, it makes a clear indication. Business-class passengers are served Bodum coffee, the Danish brand that did for the traditional french press coffeemaker what the first lollipop-colored iMacs did for boring beige desktop computers. And in first class, passengers are served Australian brews: Vittoria Coffee, which frequents the fashion and foodie crowds; and T2 teas, which are served in a Marc Newson-designed teapot.
No Coffee Please
Japan Airlines, which calls its onboard coffee JAL Café Lines, also offers passengers a non-caffeinated house brand drink. Sky Time is a concoction of fruit juice and mineral water that according to the JAL website, is a drink that “not only contains real yuzu (citrus junos) juice, but also has nigari (desalinized, purified seawater) to replenish materials that can be lost through stress.” Sky Time started as a kiwi-flavored drink but has since appeared in yuzu and Okinawa lemon flavors. Another airline offering a Vitamin C-pumped refreshment on board is Finnair with its signature blueberry juice.
More Airline Coffee Bonds
| Air China | “Golden Coffee” plus tea menu of Wu Qiying Pu er Tea, Oolong Blue Brown Tea, Yellow Label Black Tea, Longjing Tea, Jasmine Tea and Chrysanthemum Tea |
| All Nippon Airways | illy |
| American Airlines | Java City |
| British Airways | Coffee brand unknown but serves Twinings teas: Full English, Thoroughly Minted, Pure Camomile, Elderflower and Blossom Darjeeling, Apple and Elderflower Green Tea and Superfruity |
| Cathay Pacific | illy |
| Emirates | Costa Coffee |
| Etihad Airways | “Cafe Gourmand” |
| flydubai | Starbucks VIA Ready Brew in Columbia and Italian roasts and Dilmah teas in: ceylon, camomile and green |
| KLM | UTZ Certified COffee |
| Qantas | Vittoria Cinque Stelle (first class), Bodum (business international) and T2 loose leaf teabags: English Breakfast, Earl Grey, Peppermint, Chamomile, Sencha, Lemongrass and Ginger (first class) |
| Singapore Airlines | illy |
| Southwest Airlines | LIFT Coffee |
| Swiss International Airlines | Blasercafé |
| United Airlines | Hawaiian Kona Blend Coffee |
| Virgin Atlantic | Fairtrade coffee and teas |
| Xiamen Air | Nescafé plus tea menu of: Wong Lo Kat Herbal, Huaxiang Empereur Tieh Kwan Yin, Lapsang Souchong and Jasmine |