Brewing the future: Why coffee is the next big inflight differentiator

At cruising altitude, your taste buds take a hit: Sweetness fades. Aromas vanish. Bitterness spikes. 

That’s why inflight coffee has been mostly a punchline: hot and brown, yes, but barely drinkable. 

Recently, however, airlines are waking up to a revelation: Something as simple as a good cup of coffee can turn a groggy, jet-lagged passenger into a loyal fan.

The humble inflight cup of joe is becoming the next big battleground for the passenger experience. Airlines are experimenting with custom altitude-adjusted roasts, AI-powered galley systems, and barista-style espresso carts.

The latest salvo in the coffee wars comes from Southwest Airlines. The budget carrier has ditched its longtime vendor Community Coffee in favor of Peet’s Coffee, considered by many connoisseurs as a more thoughtful counterpart to Starbucks.

Starting this month, all Southwest passengers will enjoy Peet’s coffee brewed from a medium roast blend it calls Off the Grid. Peet’s says the blend was specifically chosen because its “heightened juicy, fruit-forward notes and bright character” are better able to withstand the harsh inflight environment.

Hand roasted in small batches, Peet’s coffee beans are known for their “deep roast” profile—darker than many specialty roasters but carefully controlled to avoid burnt flavors. This style brings out chocolatey, caramelized, and earthy notes that many coffee drinkers find comforting and satisfying.

Why airline coffee doesn’t taste great

High altitude is a taste assassin. Cabin pressure, dry air, and even engine noise suppress sweetness and aroma, reducing sensitivity by nearly 30%. So your coffee loses its flavor, and an undesirable bitterness comes forward instead.

Airlines also contend with subpar water, basic brew setups, and crews who are flight attendants, not baristas. The result is a lot of serviceable java without joy.

Yet despite all this, many flyers embrace their cup of cabin coffee, even if it's harsh, because it signals departure, arrival, routine.

The rise of altitude-engineered blends

In 2023, Alaska Airlines made waves by ditching its decade-long partnership with Starbucks. The carrier worked with Stumptown Coffee, a celebrated “third-wave” coffee purveyor based in Portland, Ore., to create a bespoke altitude-proof roast.

The airline flew in Stumptown’s coffee experts, and together they brewed more than 200 pots of coffee, adjusted at least 20 variables (grind, filter, dose etc), and tested it in the air and on the ground.

“We wanted a crowd pleaser—something that would delight folks who enjoy milder coffees and also speak to guests who enjoy medium-bodied roasts,” says Stumptown President Laura Szeliga.

Now that custom blend—with toasted marshmallow and dark chocolate notes—flies on all Alaska routes and is available in its lounges.

Serving up tasty coffee with no machine required

Some airlines are skipping brew entirely. AirAsia’s Santan brand uses freeze-dried coffee capsules, which don’t need a machine and ensure consistency. Even better: The back-end is powered by AI-driven smart kitchens that forecast demand, reduce waste (by up to 35%), and keep inventory lean.

Make way for the inflight espresso cart

It’s next to impossible to get anything other than drip coffee on a flight, especially if you’re not flying in business or first class. That might be changing.

In Europe, Eurowings is trialing a high-tech espresso trolley—a self-contained unit with battery, water, and milk that unfolds from a galley cart and makes café-style drinks with a push of a touchscreen. Customers can get lattes, cappuccinos, and espressos right at their seat. It’s modular and potentially game-changing, although space and cost considerations remain challenges.

More advancements in coffee delivery

Be on the lookout for these other trends as carriers rethink how they provide your caffeine fix inflight:

• Seasonal single-origin pours in first/premium cabins

• Expanded non-dairy milk options

• Buy-on-board espresso drinks for all cabins

• Heavy use of AI in planning to optimize both taste and logistics

As taste-science, tech, and branding differentiation collide, that forgettable cup in coach might just become one of the more memorable parts of the flying experience.