Cathay Pacific is serving its passengers Betsy Beer, a new brand claimed to be the first specifically brewed to keep its flavor and carbonation at cabin pressure.
The beer, named after the airline's first plane, a war surplus DC-3, is brewed with ingredients from the UK and Hong Kong, and include dragon-eye fruit, which is said to give the beer "rich, textural properties."
The need for the beer is based on a Lufthansa-sponsored study by German physicists, who concluded that low humidity and cabin air pressure reduce the sensitivity of taste buds to sweet and salty foods by 30%.
A Cathay Pacific marketing executive told The Telegraph (UK) that “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.”