In the ever-evolving travel space, airlines especially are seeking ways to enhance the customer experience. Of course, the same can be said of cruise and rail companies, but airlines have always had the most restrictions in terms of supply chain and ultimately fitting products in confined galley spaces.

This is a conundrum when one of the biggest demands of today’s flying customer is choice and thus, airlines are continuously looking at how they can cater to the diverse preferences of their guests onboard. Airlines are recognising that beverages—whether alcoholic, non-alcoholic, seasonally focused or specialty drinks—are not simply a refreshment, they present an opportunity to personalise the customer journey.

As health and wellness continue to be a priority for many travellers, the introduction of drinks made from fresh ingredients can offer a mindful alternative to the traditional menu.  Incorporating fresh ingredients into the in-flight beverage service aligns with the growing trend of seeking sustainable choices in the airline industry. By sourcing local and seasonal products, airlines can reduce their carbon footprint.

There are several airlines leading the charge in offering more than the staple sodas, tea, coffee and standard spirits. Virgin Atlantic, for example, have introduced a range of wellbeing options, a range focused on sustainable packaging and great tasting non-alcoholic options alongside a carefully selected wine, beer and spirit offering–so no one misses out whether they choose alcoholic, non-alcoholic, cold or hot options whilst in flight. 

Saudia recently added to their listing of premium non-alcoholic drink: Jukes, launched in 2022, by working with their development team and the supplier to create bespoke non-alcoholic Jukes cocktails. British Airways has worked closely with brands and personalised the offers available cross-category for their Buy on Board selection, including the now very well-known and loved Speedbird 100 beer.

Plus, a new collaboration launched this summer with Grind Coffee, featuring a specific blend–both products made to taste great at altitude–takes into account the effect on tastebuds at 38,000ft. These are a few examples, but many airlines are looking at options aimed at satisfying all tastes.

What does choice mean?

Expanding Non-Alcoholic Selections

For many reasons, alcohol may be avoided on an aircraft, and, over the past five years, the non-alcoholic beverage options have seen significant upgrades. Instead of a couple of sodas and straight juice options, guests can hope to see some of the following depending on who they’re flying with:

• Herbal infusions: Most airlines have always served tea and coffee, but varied flavours and healthy infusions as well as cold options are now widespread.
• Cordials: A refreshing alternative to plain water, offering diverse flavours, often with significant health benefits due to the inclusion of functional ingredients such as Apple Cider Vinegar.
• Wellness shots: Little serves that punch full of goodness–popular with customers who are looking for an energy boost without caffeine, an aid to digestion or a soothing shot to support relaxation.
• Non–alcoholic bar options: There is no denying that the trend in mindful drinking we have been seeing for some time on the ground, now exists onboard. In response to this, airlines are selecting brands from a now widely available selection of non-alcoholic wine and spirit alternatives, non-alcoholic beers and alcohol-free cocktails.

Premiumising Bars

Despite the restricted space and complex supply chain, airlines are finding clever ways to optimise the galley areas and provide a more sophisticated in-flight drinking experience. Some of these enhancements include the trends of:

• Adaptive wine programmes: In today’s ever-demanding world, there is an expectation that is growing, especially in premium cabins, for top quality wines from renowned vineyards. This poses a specific challenge for larger airlines as many of the most premium wine producers do not yield enough for the volume required.
  Therefore more airlines are investing in wine experts who can not only select great wines, but ensure they are seeking the right style for their guests onboard and, ultimately, that there is enough to go around!
• Signature cocktails: Cocktails have always been popular in the sky, but the category is particularly en vogue right now. To this end we are seeing lots of creative mixology, either developed in house or by buying in great ‘ready to drink’ (RTD) options to serve a consistent, perfect cocktail every time.
  One of the latest new concepts for creating cocktails and mocktails onboard, focuses on utilising the fundamental building blocks of mixology: lime, lemon, tropical fruits, and berries. This innovative approach not only elevates the in-flight beverage service but also caters to the growing demand for fresh, flavourful, and customisable drink options, but above all, choice and the ability to offer not one, not two, but a whole menu of passengers’ favourites. Look out for more information on this concept as the brand launches in January next year.
• Bespoke brews: Beer has always been a popular tipple but, with a lower ABV and the style of production, is a type of drink that really benefits from careful selection of the taste profile when being served at altitude. For this reason, many Food & Beverage leaders have opted for a crafted brew, created solely for the airline–building on personalisation and showing guests that care and attention to detail is top of the agenda!
• Artisan spirits: In response to customers’ desire to see more choices available, airlines are increasingly featuring products from independently owned distilleries with a perceived artisan brand quality across favourite sub-categories including gin, whisky and vodka.

Local and International Inspirations

One of the most exciting responses to trends up in the air is seeing menus explode with exciting drinks options inspired by the destinations they fly to, or their home turf local delicacies. Passengers flying can taste local specialties or global flavours. Amongst the world’s airlines, this may include matcha teas, speciality coffees and local rice wines in Asian markets, seasonal aperitifs such as Aperol from Italy, fine wines, locally produced or country inspired signature cocktails.

Choice is here to stay

The demand for more choice is a trend that’s here to stay, and its likely consumer expectations will continue to heighten. I am sure that the food & beverage selection will continue to play an important role in how airlines compete for customer loyalty. As airlines look to differentiate themselves, providing their guests with more choice and control over their in-flight experience is a key selling point. The variety in beverage offerings not only makes the journey more enjoyable but can also enable customers to feel more connected to the destinations they’re flying to and from.

Continuous innovation from airline drinks selectors, and the expansion of their offerings, means that the future of in-flight drinks looks diverse, dynamic, exciting and filled with more choice than ever before.