In an expansion of its relationship with Atlanta-based craft brewery SweetWater Brewing Company, Delta is launching a new SweetWater brew on aircraft across Memorial Day Weekend.
The exclusive Elevated H.A.Z.Y. IPA has been formulated specifically to be enjoyed at 35,000 feet. The new brew is a reimagination of the SweetWater H.A.Z.Y. IPA, tweaked to be enjoyed in the air.
“More customers are reclaiming the joy of reconnecting with people and places, and we know how a taste of something out of the ordinary – something created just for that moment – can elevate journey,” said Delta’s Mike Crowley, V.P. – Onboard Service Operations. “Just as we’ve done with our wine program, we wanted to create a beer that tastes as delicious in the skies as it does on the ground – and our hometown independent craft brewer with a knack for tastes that meet the moment was the perfect partner to make it happen.”
Elevated H.A.Z.Y. IPA, introduces new and more hops to the beer during the dry-hopping process, giving the already flavourful H.A.Z.Y. IPA more pronounced aroma that complements a smooth and creamy mouthfeel. At 35,000 feet, this added punch of citrus helps to balance the bitter and sweet combination of the beer and overcomes the ways smell and taste are otherwise subdued by altitude and humidity levels.
“Our team had been brainstorming a special collaboration brew for some time, but when Delta’s chefs approached us about adjusting a beer to account for tastebud sensitivity at higher altitudes, we knew we had something special,” said Brian Miesieski, Chief Marketing Officer at SweetWater. “The teams tasted and tested many different formulations onboard to ensure the recipe was perfect. Then we brought in our creative teams to design a unique can for the new brew that embodies the theme for this one-of-a-kind IPA. We are proud of our long-standing partnership with Delta, which is built on the shared vision of offering moments of delight.”
