If you’ve ever finished a long haul dinner at 35,000 feet and thought, “I’ll take the dessert, but not the coffee” you’re not alone. Improving coffee in aviation has always been part our vision at Jet Bean, we're not creating a gimmick, we're serious about fixing the problem.

And lately, we’ve been thinking bigger. Much bigger.

Rethinking the After Dinner Coffee Ritual

On the ground, great coffee is available, you have choice, you have options. You watch the process. You know something good is about to happen.

In the air, it’s usually the opposite. There's a jug of coffee flavoured water on a cabin trolley... no choice... no flavour.

So here’s the idea we’ve been working on.

Imagine a theatre style coffee service in business class, offered as part of the after dinner experience on long haul flights.

A crew member approaches with a beautifully designed coffee menu, not “coffee or tea", but a choice of single origin, specialty grade coffees, each with its own story. Origin, altitude, tasting notes. The same way you’d choose a wine.

Then comes the moment that changes everything.

The passenger is given the chance to smell the beans at their tray table. No guessing. No surprises. Just proper coffee appreciation, at altitude.

Once chosen, the beans are freshly ground and brewed as a hand poured pour-over, made right there for the passenger. Calm. Precise. Unrushed. A perfect cup, brewed intentionally.

Why This Actually Works in Aviation

This isn’t about more gimmicks to make flying more entertaining, It’s about elevating a single moment in the journey, creating a memory, an experience that won't be forgotten, a moment to enjoy something real, and appreciate a good brew at 35,000 feet.

Most crucially, a good pour over coffee delivers clarity of flavour, which matters even more at altitude where taste perception drops.

In short: it’s one of the best ways to serve exceptional coffee in the air, properly.

From Idea to Runway

We’ve shared this concept with James Asquith, and when his response came back simply saying that he "loves it", we knew we were onto something.

Right now, we’re actively exploring how this could be trialled on a future Global Airlines  transatlantic flight. Not as a gimmick, but as a proof of concept: that specialty coffee, served with care and theatre, absolutely belongs in premium cabins.

We’re thinking through everything... Workflow, equipment, training, timing, because if this is done, it has to be done properly. No compromises. No shortcuts.

Bringing the Magic Back to Flying

At Jet Bean Coffee, we’ve always believed that flying should feel special again. Coffee might seem like a small detail, but small details are what passengers remember.

If airlines can serve great wine at altitude…
If they can plate restaurant quality food…
Then they can absolutely serve exceptional coffee! Brewed fresh, with intention, and a bit of theatre.

This isn't just the next step for us, it's the one that means the most!

And who knows, the next truly memorable cup of coffee you have might not be on the ground… but somewhere over the Atlantic.

Chris Louch
Frequent Flyer | Coffee Evangelist | Jet Bean Loyalist