Challenge
Over the years, British Airways has offered a range of coffee solutions that performed reliably but lacked the distinctiveness of a truly market-leading assortment. Recognising the opportunity to innovate, Tourvest set out to transform the category - developing an exclusive, best-in-class coffee range designed to captivate customers and set a new benchmark in onboard beverage service.
This strategic evolution reflects our commitment to delivering exceptional quality, enhancing the passenger experience, and driving commercial success through thoughtful brand partnerships and product innovation.
Solution
Tourvest proudly partnered with Grind, a leading London-based speciality coffee brand, to deliver an exclusive onboard coffee experience for British Airways customers. This collaboration marked a significant step forward in redefining the hot drinks category, with Tourvest managing the full end-to-end process:
- Market Research
In-depth research was conducted to identify a brand that aligned perfectly with the British Airways customer profile, ensuring relevance and resonance across the onboard experience. - Product Development
Working closely with Grind, Tourvest co-developed a bespoke instant coffee blend - an entirely new product for the roaster - crafted specifically for the inflight environment. - Technical Compliance
Rigorous inflight testing ensured the coffee’s flavour profile remained exceptional at cruising altitude, delivering the same high-quality taste as enjoyed on the ground. - Customer Experience
To elevate the experience further, Tourvest designed an exclusive serving cup, creating a premium and memorable coffee moment at 30,000 feet. - Marketing Activation
A fully integrated omni-channel marketing campaign was executed to build awareness and excitement around the launch, reinforcing the brand partnership and driving engagement.
Results
Grind has quickly established itself as a cornerstone brand within British Airways' onboard retail offering, significantly enhancing customer satisfaction while driving strong commercial results. The introduction of speciality options - such as the Flat White - delivered an impressive 25% uplift in sales compared to the previous coffee brand during its first full year.
Continuing to innovate, the range has evolved to include seasonal favourites like the Pumpkin Spiced Latte, bringing the full barista-style coffee experience to the skies. This dynamic approach not only reflects current consumer trends but also reinforces British Airways' commitment to quality and customer delight.
Hot drinks represent a cornerstone of any onboard Food & Beverage retail programme, consistently contributing over 20% of total category revenue. In recent years, the coffee market has undergone a significant transformation, with consumers increasingly seeking premium quality and gravitating towards speciality brands and varieties.
Selecting the right coffee brand is essential - not only for driving revenue but also for elevating the overall customer experience. A well-curated hot drinks offering can enhance brand perception, meet evolving consumer expectations, and deliver a compelling onboard proposition.