Imagine sipping a cup of coffee at 35,000 feet, where the air is thin and your taste buds seem to take a vacation. Sounds underwhelming, right? But what if there was a coffee blend specifically crafted to defy the dullness of altitude and deliver a rich, satisfying experience? That's exactly what Cathay Pacific has done in a groundbreaking partnership with Hong Kong's own The Coffee Academïcs.
Hong Kong, a city famously steeped in tea tradition, has seen a coffee revolution over the past decade. Specialty cafés, backed by passionate local roasters, now dot every corner, catering to a growing community of coffee connoisseurs who demand more from their daily brew. Yet, for all the progress on the ground, inflight coffee has often been a gamble—sometimes a delightful surprise, other times a disappointing afterthought.
And this is the part most people miss: the science behind why coffee tastes different at altitude. The lower air pressure and humidity in aircraft cabins can dull both taste and smell, making even the most carefully crafted blends fall flat. Enter Cathay Pacific and The Coffee Academïcs, who set out to solve this high-flying dilemma.
The Coffee Academïcs team dove deep into the art of roasting, experimenting with profiles to amplify aroma and tweak flavor specifically for inflight conditions. After countless tasting sessions—evaluating each blend for flavor, aroma, body, acidity, and aftertaste—they landed on a masterpiece: the Cathay Blend.
Here’s where it gets controversial: the blend relies on beans from Vietnam and Brazil, regions known for their depth and complexity. But instead of a traditional roast, they opted for a French roast, which might raise eyebrows among purists. The result? A rich, aromatic cup with notes of dark cocoa, roasted almond, and a subtle hint of floral honey, all leading to a lingering earthy finish. Is a French roast too bold for inflight coffee, or is it the perfect antidote to altitude-induced blandness?
Despite its dark roast profile, the Cathay Blend avoids the bitterness or acidity often associated with darker beans, striking a balance that’s both bold and smooth. To ensure consistency, each portion is packed in a biodegradable filter, allowing water to infuse evenly through the grounds for a clean, full-bodied cup every time.
Now, the Cathay Blend is being served in premium economy and economy cabins across all Cathay Pacific flights, joining Illy, which remains the go-to option in business and first class.
But here’s the question we’re left with: As coffee culture continues to evolve, both on the ground and in the air, will other airlines follow suit and invest in bespoke blends tailored to altitude? And for coffee lovers, does the Cathay Blend set a new standard for inflight coffee, or is it just a high-altitude novelty? Let us know your thoughts in the comments below.
Also read: The 48-hour Hong Kong stopover guide (https://www.executivetraveller.com/hong-kong-stopover-guide) and How to experience Hong Kong like a local (https://www.executivetraveller.com/news/how-to-experience-hong-kong-like-a-local).
