Alaska Airlines and Hawaiian Airlines have introduced an updated inflight beverage programme across their networks, adding new premium coffee, wine and champagne offerings as part of broader efforts to enhance the onboard passenger experience.
The summer menu refresh includes the introduction of Stumptown Copilot Cold Brew on select Alaska Airlines domestic and Reykjavík services, alongside a new international business class wine programme that will be available on long-haul flights operated by both airlines.
The move reflects a wider industry trend in which airlines are increasingly investing in onboard food and beverage offerings as a means of differentiating the passenger experience, particularly in premium cabins. As carriers compete for higher-yield leisure and business travellers, curated menus, regional products and premium beverage selections have become important components of cabin product strategies.
Also Read – Korean Air broadens First Class dining pre-orders
According to Alaska Airlines, the new international wine programme will feature a selection of wines and champagne intended to complement onboard dining services across Alaska and Hawaiian long-haul operations. The airline said the programme forms part of a broader effort to align premium cabin food and beverage offerings across both brands.
“As summer travel ramps up, we’re excited to introduce a beverage program that truly reflects what today’s guests are looking for when it comes to quality, craftsmanship and sense of discovery,” said Mark Krolick, Managing Director of Products and Guest Experience at Alaska Airlines.
“Designed to enhance the onboard dining experience in every cabin across both Alaska and Hawaiian, these offerings reflect our commitment to delivering exceptional quality while highlighting brands connected to the West Coast, Hawaiʻi and beyond,” Krolick added.
In the main cabin, Hawaiian Airlines has also launched its Tide & Vine wine programme, offering red, white and sparkling wine options. The initiative is linked to the carrier’s partnership with environmental organisation Mālama Maunalua, with a portion of proceeds supporting ocean restoration projects in Hawai‘i.
The latest beverage enhancements complement ongoing investments by airlines globally in cabin products and service offerings. Across the sector, carriers are increasingly using inflight menus, locally sourced products and premium beverage selections to strengthen brand identity and improve passenger satisfaction while generating ancillary revenue opportunities.
The updated beverage programme is being rolled out across Alaska Airlines and Hawaiian Airlines services during the peak summer travel season.
FAQs
Q1. What new inflight beverage offerings have Alaska Airlines and Hawaiian Airlines introduced?
A. The airlines have introduced an updated beverage programme featuring Stumptown Copilot Cold Brew, a new international business class wine selection, and Hawaiian Airlines’ Tide & Vine wine range.
Q2. Which passengers will have access to the new beverage options?
A. The beverage enhancements are being rolled out across multiple cabins, with premium wine selections available in international business class and other new offerings available on select flights and cabin classes.
Q3. Why are airlines investing in upgraded inflight food and beverage programmes?
A. Airlines are increasingly using premium dining and beverage offerings to enhance passenger experience, strengthen brand differentiation, and improve customer satisfaction.
Q4. What is the significance of the new international business class wine programme?
A. The programme introduces curated wine and champagne selections designed to complement onboard meals and elevate the premium cabin dining experience on long-haul flights.
Q5. How does Hawaiian Airlines’ Tide & Vine programme support sustainability efforts?
A. A portion of proceeds from the Tide & Vine wine programme supports ocean restoration initiatives through Hawaiian Airlines’ partnership with Mālama Maunalua in Hawai‘i
