Cathay Pacific has developed a type of beer that has been specially brewed to be enjoyed at 35,000 feet.

Named “Betsy”, after Cathay’s first aircraft, the new craft beer will be served to first and business class passengers, initially on flights between Hong Kong and the UK.

Developed by the Hong Kong Beer Co in partnership with Cathay, the beer has been brewed in such a way that the taste doesn’t change when consumed at altitude.

“We know that when you fly, your sense of taste changes. Airlines address this for food in certain ways, but nobody has ever tried to improve the taste of beer at altitude. That seemed like a great opportunity for us to help our beer-loving passengers travel well,” said Cathay’s general manager of marketing, loyalty programme & CRM, Julian Lyden.

“To help passengers experience something memorable for the first time is a big part of what we mean by ‘travelling well’. Betsy Beer is a great example of this. A beautifully crafted product designed purely with the traveller, and beer lover, in mind,” he added.

In addition to Cathay’s UK flights, Betsy Beer will be available at the airline’s lounges in Hong Kong and London Heathrow airports, as well as some Swire-owned restaurants in Hong Kong.