Air Premia refreshes signature in-flight beer 'Beer Premia'

Air Premia is launching a revamped version of Beer Premia, its signature beer sold exclusively on board. As competition among airlines over in-flight paid services intensifies, the carrier is expanding the onboard retail experience with its own branded products.

Air Premia announced Wednesday that it has refreshed Beer Premia in collaboration with Saengwal Maekju, a lifestyle-focused craft beer brand.

Beer Premia is sold exclusively on Air Premia flights. The overhaul covers both the recipe and the packaging.

The new Beer Premia is brewed in an American pale ale style, in a 355ml can with 5 percent alcohol by volume. The airline says it was designed to balance tropical fruit and floral aromas with the characteristic bitterness of hops. It is priced at 5,000 won ($3.60) or $5.

The packaging features illustrations evoking a summer resort atmosphere alongside landmarks from Air Premia's key destinations, underscoring the beer's identity as an airline-exclusive product suited to the mood of travel.

The in-flight retail service is also getting an update. Previously, passengers could only browse available products and prices through the in-flight entertainment screen after boarding. Going forward, customers will be able to check in-flight retail offerings and prices on the Air Premia website before their trip.

The ability to browse products ahead of boarding is expected to make in-flight shopping more convenient. Long-haul passengers in particular will be able to look up items they may want to purchase before leaving for the airport.

Air Premia operates a hybrid carrier model combining complimentary and paid services. In-flight alcohol sales per flight rose 7 percent last year compared with the previous year, while overall in-flight paid sales grew 8 percent over the same period.

Across the aviation industry, the summer peak season has prompted airlines to step up competition not only on route expansion but also on ancillary services such as in-flight meals, alcohol and branded merchandise. For airlines, such offerings broaden revenue streams beyond ticket fares, while giving passengers a more differentiated travel experience.

Air Premia plans to expand its lineup of products available only on board to meet that demand. The Beer Premia refresh is more than a simple product update — it is part of a broader effort to extend the airline's brand experience into its in-flight service.

"The newly unveiled Beer Premia is a signature product unique to Air Premia that makes the start of your journey even more special," an airline official said. "We will continue to expand our differentiated in-flight products and services that add to the joy of travel, and provide an even more satisfying travel experience."