Alaska Airlines partners with regional brands for new luxury inflight offerings

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Simple Flying | Simple Flying

By Sky Industry News

Nov 14, 2024

Alaska Airlines is introducing a series of premium offerings to enhance the passenger experience with a focus on West Coast innovation and lifestyle. Announced on Wednesday, the airline has partnered with several regional brands to bring new amenities and beverages across all cabin classes.

The highlight of these offerings is a collaboration with Lagunitas Brewing Company, making Alaska Airlines the first major US carrier to serve Lagunitas' Hoppy Refresher. This non-alcoholic beverage, free from carbs and gluten, caters to health-conscious travelers and craft beverage enthusiasts. It will be complimentary in First Class and Premium Class, while available for purchase in the Main Cabin.

Additionally, Alaska Airlines is launching the Straightaway Nitro Espresso Martini in partnership with Portland's Stumptown Coffee Roasters. This ready-to-drink cocktail aims to provide a premium coffee experience during flights.

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In First Class, passengers will soon benefit from custom-designed blankets through a collaboration with Seattle-based Filson. These blankets will debut in early December on select long-haul and coast-to-coast flights, offering both durability and comfort.

To further enhance the onboard experience, Alaska Airlines has teamed up with Salt & Stone to offer high-end amenities in Alaska Lounges and onboard restrooms. These products feature a blend of Italian bergamot, grapefruit, orange blossom, vetiver, hinoki, and amber.

Todd Traynor-Corey, Managing Director of Guest Products at Alaska Airlines stated: "Our guests value unique, high-quality experiences, and these new products allow us to elevate their journey while bringing a bit of regional pride to every flight. Partnering with Lagunitas, Filson, Salt & Stone and other West Coast companies is reflective of our commitment to support local brands and provide the ultimate premium guest experience."

The airline is also expanding its beverage selection with Waterbrook Wine Blend, Alaskan Brewing WILDNESS, and an exclusive First Class offering from Airfield Estates Winery. These additions complement the existing pre-order meal program available for Main Cabin passengers on flights over 1,100 miles.

Hannah Dray from Lagunitas expressed excitement about this collaboration: "We're jazzed to get up in the air with Alaska Airlines and welcome their flyers into our pack of misfits offering them a crispy, zingy, hoppily refreshing sparkling water to kick back and enjoy throughout their flight."

These enhancements will begin rolling out on November 20th with new beverage services followed by Filson blankets in December and Salt & Stone amenities in early 2024. The initiative underscores Alaska Airlines' dedication to providing a distinctive West Coast travel experience while supporting local brands.