As travel demand remains high despite inflationary pressures, many major U.S. airlines are capitalizing on the rapid growth of the RTD cocktail category through partnerships with emerging brands to diversify their in-flight offerings.
Accelerated by COVID-induced shifts towards convenience formats and off-premise consumption, ready-to-drink cocktails was one of the segments that emerged from the pandemic with momentum to spare. According to preliminary findings from IWSR Drinks Analysis Market, spirit-based RTDs, cocktails, hard teas and FABs continued to grow and premiumization is evident across the RTD category as value increased by +6% in 2022.
Mini liquor bottles have been a staple of in-flight menus for years, but airlines such as Delta, Spirit and Alaska are seeking to amp up and modernize in-flight perks for all cabins with the addition of canned spirit-based cocktails such as espresso martinis and margaritas, alongside options like hard seltzer and sparkling wine cocktails. These partnerships enable emerging brands to expand their reach while building up consumer awareness.
According to IWSR chief strategy officer Brandy Rand, RTD cocktails have begun gaining wider distribution outside of traditional retail sales for home consumption. As airlines do not have bar tools or a high wide range of mixers, introducing ready-to-drink cocktails to passengers benefits both the brand and the consumer.
“To be able to improve the customer experience by offering a wide range of trending cocktails makes sense,” said Rand.
Flights may also catch consumers at a good time. Ben Soffer, founder and CEO of sparkling wine cocktail maker Spritz Society, which completed a partnership with United last summer, noted that travelers heading off on vacations are often open and excited to try new offerings while en route to their destination.
Tip Top Proper Cocktails co-founder and CEO Yoni Reisman echoed the sentiment, saying the brand’s partnership with Delta provides his brand with mass consumer awareness.
“Outside of live music events, we always thought about other places where there were captive audiences. And I can’t think of a more captive audience than people flying in a tube through the sky,” he said.
According to IWSR, in the coming years, the RTD cocktails/long drinks subcategory is projected to receive the largest share gains – +20% between 2022 and 2026 – in the U.S. due to ongoing premiumization.
“The last few years have seen an increase in new RTD cocktails hitting the market which in turn has increased consumer awareness and trial,” said Rand. “The higher quality of these products, coupled with the convenience of having a ready-made cocktail whenever you want it, is a driving factor in more availability of RTD cocktails in places where executing a bar menu is not possible.”
Below is a complete list of notable partnerships between major U.S. airlines and RTD cocktail companies:
Alaska Airlines
In January, Alaska Airlines announced a partnership with Straightaway Cocktails, which are served in all cabins on most flights over 350 miles. Available in two varieties onboard – Oregon Old Fashioned and Margarita – the cocktails are sold for $12 per can in the main cabin and are complementary in premium and first classes.
According to Alaska Airlines senior food & beverage product manager Jessica Johnston, the airline had considered putting RTD cocktails on board for several years, but headwinds such as the pandemic and supply chain crisis put the onboard service expansion on hold.
“[The airline] has a history of showcasing West Coast brands and we are thrilled to add Straightaway Cocktails to the lineup, along with partners like Beecher’s Cheese, Salt & Straw, Tillamook and many others,” she said.
Delta
Delta has expanded its partnership with Atlanta-based Tip Top Proper Cocktails, which was established in 2021.
The partnership launched with the brand’s Margarita and Old Fashioned and later added the Negroni as a LTO during breast cancer awareness month, donating 20% of all onboard purchases during October to the Breast Cancer Research Foundation. Now, Delta is introducing a rotational cocktail program that will roll out the brand’s Espresso Martini later this year.
“Espresso Martini is a very trendy cocktail at the moment and also something you wouldn’t traditionally expect (or be able to) get on a plane,” said Reisman. “We also wanted to keep things fresh and change up our offering a bit, while at the same time maintaining some consistency by keeping the Old Fashioned as our Delta mainstay.”
Tip Top’s cocktails are currently available to all Delta customers on domestic flights – complimentary for passengers seated in first class and comfort+ and available for purchase for $12 for passengers in the main cabin.
Hawaiian Airlines
Unlike other airlines that carry already-existing flavors of their partners’ RTD cocktails, Hawaiian Airlines worked with OTR to develop three exclusive flavors inspired by the islands.
The custom line, launched in 2019, features three flavors: Mai Tai (Cruzan rum blend with coconut, orgeat and pineapple), Tropical Landing (Larios gin with violet, guava and coconut) and Moloka’i Mule (Cruzan rum blend with ginger, lime and passionfruit). The signature beverages, available on North American and neighbor island flights, are $8 each for main cabin passengers and complimentary for passengers in first and business class.
Spirit
Since 2017, Spirit Airlines has offered its passengers BuzzBallz cocktails in two varieties: Tequila ‘Rita and Lotta Colada. The former (15% ABV) is a tequila, vodka and triple sec-based drink while the latter (also 15% ABV) is crafted with rum, coconut cream and pineapple and lime juices.
Both Buzzballz varieties are available for purchase onboard for $11 each, compared to $14 for traditionally mixed cocktails such as the Screwdriver, Cape Codder and Bloody Mary.
Frontier
Like Spirit, Frontier Airlines also offers its passengers the opportunity to purchase Buzzballz cocktails. Frontier carries three varieties of the 15% ABV cocktails, including Tequila ‘Rita, Lotta Colada and Hazelnut Latte.
Southwest
In October of last year, Southwest Airlines announced it would be expanding its alcoholic beverage lineup with six new products, including Dogfish Head’s Strawberry Lemonade RTD Cocktail. The cocktail (7% ABV) features vodka distilled with honeyberries, macerated with strawberries and blended with lemonade.
Customers are able to purchase the new ready-to-drink offering onboard Southwest flights for $7 each.
United
Though United Airlines does not currently offer any RTD cocktails on board its flights, the airline partnered with Spritz Society last year in conjunction with the launch of its expanded seasonal flights between Chicago and Milan and New York/Newark and Rome. Through the partnership, the airline provided passengers in all cabins with complimentary Spritz Society sparkling wine cocktails during select dates in May.
Currently, consumers can purchase the brand’s cocktails in the Chicago O’Hare and Newark United ClubSM locations. Looking ahead, Soffer told BevNET that Spritz Society is looking to expand its partnership with the airline.