The perfect brew: Discover Cathay and The Coffee Academïcs’ new blend

Hong Kong is a city steeped in tea culture. But the past decade has seen the rise of a homegrown coffee scene, with local roasteries and speciality cafés opening in every district. With endless options available to them, coffee lovers have become more selective about what goes into their cups. And for discerning drinkers, inflight coffee can be hit or miss.

That’s why Cathay is stirring things up. Specifically designed to be enjoyed in the skies, the new Cathay blend of coffee was created in partnership with The Coffee Academïcs , the award-winning speciality roaster founded in Hong Kong. Following its initial launch in August 2023, this new brew is now exclusively offered in Economy and Premium Economy cabins on Cathay Pacific planes.

The collaboration was born out of the Cathay team’s desire to champion homegrown brands on the world stage. “We continually seek partnerships with brands that enhance local experiences while making a global impact,” says Cathay Pacific Head of Dining and Hospitality Bernard Mills. “With a strong focus on Asian markets, The Coffee Academïcs embodies exactly this ethos.”

Since 2012, The Coffee Academïcs has led Hong Kong’s speciality coffee scene. What started as a few spaces for the city’s baristas and coffee aficionados to exchange ideas has transformed into a 930 square metre roastery and network of 40 coffee shops across Hong Kong and South East Asia. And now, a collaborative brew at altitude.

“This collaboration marks a significant milestone for The Coffee Academïcs,” says founder Jennifer Liu. “We’re very proud to bring the taste of Hong Kong to the skies and share it with a global audience. A heartfelt thank you to Cathay for supporting homegrown businesses and helping us take our passion for coffee to new heights.”

The collaboration began with a brief. The Cathay team analysed the previous inflight coffee, then mapped out the preferences and requirements of passengers – most notably, taking into consideration the unique experience of drinking coffee at 30,000 feet, where senses of taste and smell are dulled. What followed was a series of tasting and evaluation sessions between the two teams.

For The Coffee Academïcs, each round was a step closer to the winning formula. The team experimented with roast profiles, focusing on enhancing aroma and adjusting the flavour to suit inflight conditions.

They ultimately selected a darker roast for maximum aroma and flavour, testing the brew using the same coffee machines used onboard. Each blend was evaluated for flavour, aroma, body, acidity and aftertaste. After three rounds, the final blend was chosen.

“This new blend comes with its very own flavour, provenance and sustainability credentials,” says Mills. In other words, it’s not your standard inflight brew.

The Cathay Blend is a bespoke creation designed to elevate the inflight coffee experience. This special blend brings together freshly roasted beans from Vietnam and Brazil – known for their depth and complexity. 

The result is a French roast profile that delivers a rich, aromatic cup with notes of dark cocoa, roasted almond, and a lingering earthy finish. These flavours are specially balanced to shine at altitude, offering a smooth yet robust taste that resonates even at 30,000 feet in the air. 

Each portion is custom-packed in a biodegradable, non-woven filter that allows water to gently infuse through the grounds, ensuring consistent extraction and clarity in every cup. 

Whether you're starting your morning or winding down mid-flight, the Cathay Blend offers a comforting and flavourful companion – a taste of thoughtful craftsmanship in the sky. 

But don’t take our word for it. Ask our cabin crew for a cup and savour it yourself.  

Learn more about our inflight dining here.

This story was originally published in July 2023 and updated in August 2025.