Leading bars and bartenders are working with Tia Maria to support the brand’s new coffee cocktail menu on Virgin Atlantic’s transatlantic flights.
The new partnership sees a classic Espresso Martini and a Tia & Tonic available to passengers in Upper Class and just a Tia & Tonic (pictured below) for anyone travelling premium economy.
In-flight guest bartenders will show off their expertise on some flights including Bea Bradsell, the daughter of the late Dick Bradsell who created the Espresso Martini while working in Soho in the 1980s.
Another guest bartender will be Maya Jaworska, general manager at Super Lyan and Cub in Hoxton in east London. They will also join Tia Maria at the first Bar Convent Brooklyn trade show in New York City on June 12 and 13.
Tia Maria coffee cocktails will also be available at all nine Virgin Atlantic Clubhouse Lounges across the world, with bespoke menus created by teams from bars in the same cities as the airports.
The cocktails in the Gatwick Clubhouse Lounge are the work of Super Lyan while the Heathrow Clubhouse Lounge features drinks created by the team at Dandelyan, another part of the Mr Lyan portfolio.
To further increase Tia Maria’s on-board visibility, its TV commercial will be aired ahead of every entertainment feature, reaching an audience of over 600,000 passengers.
Gemma Monaghan, on-trade marketing manager for Tia Maria, said: “As the trend for coffee cocktails continues to grow, our partnership with Virgin Atlantic is well-timed to tap into this and reach a new audience of coffee lovers.
“With more than 2,000 daily Virgin Atlantic Clubhouse Lounge customers, there is a huge opportunity to drive trial and awareness of our Tia Maria coffee cocktails. Where better to enjoy a caffeinated cocktail, than at 35,000 feet.
“We are excited for our guest bartenders Bea Bradsell and Maja Jaworska to showcase our Tia Maria coffee cocktails to an engaged audience, enabling us to demonstrate the lucrative coffee cocktail opportunity and further drive our mission for more people to embrace the coffee cocktail revolution.”
The partnership deal was created by global travel media specialist Ink which publishes Virgin Atlantic’s in-flight magazine Vera and its Clubhouse title Spirit.