Cathay Pacific launches 'altitude friendly' beer

07 April, 2017

Cathay Pacific airline has developed an in-flight craft beer specifically designed to be consumed at 35,000 feet.

The airline company has developed Betsy Beer alongside Hong Kong Beer Co which will be served to first and business class passengers until April 30.

Julian Lyden , Cathay Pacific general marketing manager, 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.

The beer has been named after Cathay Pacific’s first commercial aircraft and will also be available at ground level at the airline’s lounges in Hong Kong and London Heathrow.

Lyden added: “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’.”

A post shared by Karen Kwan (@karenkkm) on Apr 5, 2017 at 1:10pm PDT

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Nick Strangeway

Bar food's blurred lines

Once upon a time pubs and bars were somewhere you went with the sole purpose of getting pissed and there wasn’t a knife and fork in sight, just a packet of dry roasted nuts.