Starting Memorial Day weekend, Delta customers on U.S. domestic routes can drink SweetWater Brewing Company’s exclusive Elevated H.A.Z.Y. IPA, created in partnership with Delta and formulated specifically to be enjoyed at 35,000 feet.
“More customers are reclaiming the joy of reconnecting with people and places, and we know how a taste of something out of the ordinary – something created just for that moment – can elevate the journey,” said Delta’s Mike Crowley, V.P. – onboard service operations.
“Just as we’ve done with our wine program, we wanted to create a beer that tastes as delicious in the skies as it does on the ground – and our hometown independent craft brewer with a knack for tastes that meet the moment was the perfect partner to make it happen.”
Delta has expanded its SweetWater offerings domestically and internationally since the partnership launched in 2014. Now, SweetWater’s first-of-its-kind recipe, Elevated H.A.Z.Y. IPA, introduces new and more hops to the beer during the dry-hopping process, which it claims gives the H.A.Z.Y. IPA a more pronounced aroma. At 35,000 feet, Delta says this added punch of citrus helps to balance the bitter and sweet combination of the beer and overcomes the ways smell and taste are otherwise subdued by altitude and humidity levels.
“Our team had been brainstorming a special collaboration brew for some time, but when Delta’s chefs approached us about adjusting a beer to account for tastebud sensitivity at higher altitudes, we knew we had something special,” said Brian Miesieski, chief marketing officer at SweetWater.
“The teams tasted and tested many different formulations onboard to ensure the recipe was perfect. Then we brought in our creative teams to design a unique can for the new brew that embodies the theme for this one-of-a-kind IPA. We are proud of our long-standing partnership with Delta, which is built on the shared vision of offering moments of delight.”
Delta has also reintroduced onboard snack and beverage service, punctuated by new single-serve Coca-Cola mini-cans, wellness-focused snacks and Tip Top Proper Cocktails. In early June, hot food options will return for customers flying in Delta One or First Class on select domestic coast-to-coast flights, and First Class customers on other key U.S. routes will enjoy fresh boxed meals beginning in July.