Flying soon? Your in-flight coffee just got an upgrade

Travellers hopping on a FlySafair flight from next week can expect a distinctly Cape Town flavour in their cups. The low-cost carrier has teamed up with Bootlegger Coffee Company, one of South Africa’s fastest-growing café brands, to bring freshly-brewed cappuccinos, Americanos and even a chocolate latte to the skies.

The partnership officially launches on Wednesday 17 September, which means FlySafair’s more than 1.8 million annual passengers will now be sipping on the same blends Bootlegger regulars enjoy in cafés across the country.

The collaboration introduces four signature beverages to FlySafair’s in-flight menu, namely the Colombia FD Blend Americano, Bootlegger Cappuccino, Bootlegger Chocolate Latte and Dilmah Ceylon and Rooibos Tea

Founded in Cape Town in 2012, Bootlegger has emerged as one of South Africa’s fastest-growing hospitality brands, having grown from 18 locations in 2019 to 86 stores today, a 378% increase in six years. The company opens its first international outlets in Windhoek this month and expects to hit 100 stores before the year’s end. The company is supported by a micro roastery that processes 400 tons of coffee annually and has a workforce exceeding 3500 employees.

“With this partnership we can strengthen our home-grown brand as we scale towards 200 cafés by 2028,” said Ricky Ruthenberg, Bootlegger CEO. “Capturing the travel market allows us to grow our brand beyond traditional retail locations whilst serving our existing customer base in new environments.”

The airline beverage market represents untapped potential for South African coffee brands, with most carriers offering generic beverage options. Partnerships between retail brands and airlines have become increasingly common as companies seek new revenue channels and brand-exposure opportunities beyond traditional retail locations.

“FlySafair’s brand strength and passenger volume create immediate scale for our brand reach while unlocking new revenue streams that complement our café network,” said Miguel Netto, Head of Marketing for Bootlegger. “This partnership is built on months of product development and supply chain integration between the two brands.”

The airline’s Chief Marketing Officer, Kirby Gordon, echoed this take on the strategic alignment; “Bootlegger’s rapid growth trajectory and premium positioning align with our commitment to elevating passenger experience whilst supporting South African brands.”

This partnership launch coincides with South Africa’s recovery in the aviation sector, as domestic passenger volumes approach pre-pandemic levels. FlySafair maintains the largest market share among low-cost carriers on domestic routes.