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JetBlue will become the first major U.S. carrier to offer non-alcoholic beer for sale on domestic flight. A partnership with Athletic Brewing Company will bring its Upside Dawn brew to passengers.
No- and low-alcohol beverages are booming with the category value surpassing $11 billion in 2002 (per IWSR). This will increase an additional one-third by 2026. Ten markets make up the $11 billion. These include Australia, Brazil, Canada, France, Germany, Japan, South Africa, Spain, the United Kingdom, and the United States. This has grown tremendously from $8 million in 2018.
Mariya Stoyanova, JetBlue’s Director of Product Development, said:
In our continued effort to provide customers with an onboard experience customized to their needs and preferences, JetBlue is proud to be the first major U.S. airline to serve non-alcoholic beer. We’re thrilled to partner with industry leader Athletic Brewing to offer our customers the refreshing, balanced taste of a classic craft Golden without the alcohol.”
Anthony’s Take: The non-alcoholic beverage category continues to grow and having these options is great for customers. Other carriers will likely follow suit and this might actually help with some of the onboard incidents of people over imbibing.
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