Betsy Beer
Cathay Pacific’s pale ale, handcrafted for 35,000 feet.
Cabin pressure and altitude can dull our palate by up to 30%, making food and drinks less tasty in the air. Betsy Beer was the first beer crafted specially to be enjoyed at 35,000 feet. For this project, we launched the new Betsy Beer (named after Cathay’s first aircraft) and made it available to every passenger.
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In-flight meals and drinks often taste terrible. In the air, the combination of cabin pressure and altitude can dull our palate by up to 30%.
Betsy Beer was first born to showcase Cathay Pacific’s world-class hospitality and attention to detail — the world’s first beer crafted specially to be enjoyed at 35,000 feet.
With Betsy 2.0, we made it available to every passenger.
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Following a successful test of the first prototype Betsy Beer in Business Class from HKG to LHR, we were tasked with launching a brand new Betsy Beer to the general public.
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In homage to Cathay Pacific’s first-ever aircraft, we brought Betsy back to life along with the airline’s rich history.
Our campaign was centred around Betsy as a symbol of adventure and new horizons — an icon of Hong Kong’s aviation industry.
Crafted to fly
Passenger satisfaction is at the heart of everything Cathay Pacific does.
We strive to provide an exceptional experience at every stage of your journey,
and your in-flight beer-drinking experience is no exception.
Betsy is the essence of our craft in a can,
our passion for exceptional passenger experiences infused into a beer.
It’s a carefully crafted recipe that’s been developed with your journey, and your love of beer, in mind.
And just like us, this beer was made to fly with you.
The Film
Key Visual
Wine & Dine 2019
Betsy 2.0 was set to launch at the Wine & Dine Festival — Hong Kong’s biggest wine and gourmet festival — in September 2019. Paired with our new in-flight catering by Blacksheep Restaurants, the event would have showcased why Cathay Pacific’s catering is one of the best in the skies.
The event was cancelled due to Covid-19, so we were unable to launch the Betsy booth & activation.
An Elevated Taste
Even though our senses might change at 35,000 feet, our love of culinary experiences remain. With our partnership with Blacksheep Restaurants and the launch of our new Betsy Beer in Economy Class, Cathay Pacific is bringing taste innovations to the air for the first time. Everything is thoughtfully crafted to elevate each and every aspect of your travel experience.
Explore new ways of tasting, and discover flavours you’ve never imagined possible at 35,000 feet.
Agency – Publicis Groupe
Creative Idea & Execution – Jay Lee & Anastasia Simone
Original Betsy Beer (2017) – McCann Worldgroup