From cafés to cabins: Popular coffee brand partners with FlySafair

South African coffee chain Bootlegger has teamed up with low-cost airline FlySafair to bring its hot beverages onboard all domestic flights.

The partnership officially launches on Wednesday, 17 September, and will give Bootlegger access to 1.8 million annual passengers.

The collaboration marks a new chapter for Bootlegger, which is broadening its reach beyond cafés and retail outlets.

Bootlegger gets on board

Passengers can now order four signature beverages as part of FlySafair’s in-flight menu:

• Bootlegger Colombia FD Blend Americano
• Bootlegger Cappuccino
• Bootlegger Chocolate Latte
• Dilmah Ceylon & Rooibos Tea

According to Bootlegger CEO Ricky Ruthenberg, the FlySafair deal is about more than just serving coffee in the air.

“Capturing the travel market allows us to grow our brand beyond traditional retail locations whilst serving our existing customer base in new environments.” Ruthenberg said in a press release.

Head of Marketing Miguel Netto also added that months of product development and supply chain integration went into ensuring the airline rollout was seamless.

“FlySafair’s brand strength and passenger volume create immediate scale for our brand reach while unlocking new revenue streams that complement our café network.” Netto said.

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.

What’s your usual coffee order?

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