Let’s be honest, the bar for in-flight coffee has been scraping the tarmac for decades.

Ask any frequent flyer, and you’ll hear the same story: paper cups of bitter, over brewed mystery liquid that barely resembles what we’d accept on the ground. So when Jet2 recently announced their new partnership with Costa Coffee, bringing branded cappuccinos, lattes, and flavoured drinks to the skies, my ears perked up!

It's a small step in the right direction, and for a low cost airline, it’s worth recognising. But let’s keep our expectations grounded, this isn’t quite the revelation we've all been waiting for, but it does show a commitment from even budget airlines to improve coffee on-board.

Costa Coffee at Cruising Altitude

From May 1st, 2025, Jet2 passengers will be able to order Costa Coffee drinks onboard. That includes staples like cappuccinos and lattes, with a decaf option and even a salted caramel variant for those who prefer a sweeter sip.

For many passengers, it’s a welcome change. Familiarity goes a long way when you're flying, and Costa offers precisely that - a consistent product that most UK travellers recognise and accept.

This is a commercial partnership, no doubt, but it’s also a signal that Jet2 is paying attention to the experience beyond just getting from A to B. In a budget airline landscape where extras are often stripped away, adding a household brand beverage feels like a rare indulgence.

But Let’s Talk About the Real Problem: Altitude

Coffee tastes different in the air. Always has, always will... Unless we engineer the entire experience differently.

At 35,000 feet, your body behaves differently. Cabin pressure is equivalent to being at around 6,000–8,000 feet above sea level. That affects everything - how your nose perceives aroma, how your tongue registers sweetness, bitterness, and acidity, and how liquids behave during brewing.

Here’s what changes:

• Your taste buds dull by up to 30%, especially for sweet and salty flavours.
• Your nose is less effective, limiting your ability to pick up aromas (which make up most of what we “taste” in coffee).
• Water boils at a lower temperature, which affects extraction and leads to underdeveloped or flat flavour.

Unless an airline adjusts the roast profile, grind size, water temperature, and brewing method with these changes in mind, even a premium roast will taste average at altitude.

Jet2’s move to serve Costa is an upgrade, no question. But unless it’s backed by altitude adjusted preparation methods, we’re just putting better beans through the same broken system.

Who’s Already Initiated Change?

Jet2’s not alone in trying to lift their coffee game. In fact, a quiet revolution is underway! Mostly led by premium and long-haul carriers. Some are starting to take flavour at altitude seriously, working with specialty roasters to craft bespoke blends and adjust preparation methods. Here are a few worth watching:

Emirates

Across the Emirates network, a myriad of coffee types and producers are offered to customers inflight including Lavazza, Coffee Planet & the Nairobi Coffee and Tea Company

Japan Airlines

In their premium classes, JAL collaborates with some of Tokyo’s finest baristas to curate coffee offerings that match the rest of their high-end experience.

United Airlines

Rolled out Illy coffee in all classes on long-haul routes - a bold move that standardises quality across cabins. They’re not reinventing the cup, but they’re at least respecting it.

Where We Go From Here

We get it. Airlines operate under intense logistical constraints. Weight matters. Space matters. Safety matters. No one’s expecting full-scale espresso bars at the back of the plane.

But good coffee doesn’t require complexity, just intention.

• A roast tailored for high-altitude brewing.
• Equipment that hits proper temperature and pressure.
• Crew training that covers basic barista skills.

If you think that’s asking too much, remember - we’re talking about airlines that can land a 250 ton aircraft on a strip of tarmac in the rain, at night, with pinpoint precision. Surely they can handle a decent cup of coffee?

Final Thoughts from a Jet Bean Perspective

Here at Jet Bean, we created our coffee range because we believe travel and great coffee can, and should, go hand in hand! Our roasts are inspired by aviation’s most iconic aircraft, and crafted to deliver clarity, body, and bold flavour whether you're sipping at home or on the go.

Jet2’s Costa collaboration is a welcome move. It acknowledges that coffee matters, even on short-haul flights. We believe it's just the start of the journey in airlines recognising the needs of their passengers.

We dream of a day where coffee in the sky isn’t a novelty, but a norm. Where it’s not about the logo on the cup, but the care in the brew. And when that day comes, you can bet Jet Bean will be part of it.

Fly often? Sip often? Share your in-flight coffee highs and lows with us using #JetBeanCoffee on Insta. We’ll be watching from ground control, sipping a Jumbo Jet Espresso as we do.

Safe travels and better brews,

Chris Louch
Frequent Flyer | Coffee Evangelist | Jet Bean Loyalist