Business
Bootlegger Coffee Takes to the Skies with FlySafair Partnership
From Cape Town café to airline cabins
Bootlegger Coffee Company, one of South Africa’s fastest-growing café brands, has officially signed a deal with FlySafair to bring its signature beverages to the skies. From Wednesday, 17 September, travellers on all domestic routes will be able to sip on Bootlegger blends at 35,000 feet.
This partnership is a major leap for the Cape Town-born brand, which has grown from a single corner café in 2012 to more than 80 outlets today, supported by a workforce of 3,500 and a roastery that produces 400 tonnes of coffee a year.
What’s on the in-flight menu
Passengers will be able to choose from four Bootlegger options:
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Colombia FD Blend Americano
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Cappuccino
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Chocolate Latte
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Dilmah Ceylon & Rooibos Tea
With FlySafair serving over 1.8 million passengers annually, the collaboration immediately multiplies Bootlegger’s reach far beyond its café network.
A brand built on friendship and cycling
Bootlegger’s rise is a local success story. It was founded by three friends, Pieter Bloem and brothers De Waal and Antonie Basson, after they noticed a gap in the market for decent coffee available before 6:30am to fuel their early morning cycling routines. What started with buying and rebranding a small shop called Go Gos has turned into a bold national chain.
The Bootlegger name, inspired by 1920s America, reflects a rebellious, independent spirit that has struck a chord with South Africans. From 18 stores in 2019 to 86 today, with the brand opening its first international café in Windhoek this month, Bootlegger is now eyeing 100 stores before the end of the year and 200 cafés by 2028.
Why FlySafair?
For Bootlegger, the move into airline cabins is about diversification and scale. Chief executive Ricky Ruthenberg said the deal allows the brand to expand beyond traditional cafés while capturing new audiences in unexpected places.
“Capturing the travel market allows us to grow our brand beyond retail locations whilst serving our existing customer base in new environments,” he explained.
Miguel Netto, Bootlegger’s Head of Marketing, called FlySafair the perfect partner thanks to its strong brand and large passenger base. “This was built on months of product development and supply chain integration between the two brands,” he said.
An airline looking to elevate the passenger experience
For FlySafair, the partnership is also strategic. Chief Marketing Officer Kirby Gordon said Bootlegger’s rapid growth and premium coffee align with the airline’s mission to improve passenger experience while supporting South African brands.
The timing is notable: domestic passenger numbers are rebounding to near pre-pandemic levels, and FlySafair continues to dominate the low-cost carrier market despite challenges such as a recent pilot strike.
A fresh angle: the rise of brand-airline partnerships
Globally, collaborations between lifestyle brands and airlines are becoming common. By replacing generic coffee with a South African favourite, FlySafair gains a competitive edge while Bootlegger gains nationwide visibility.
For passengers, it means something simple but meaningful: the comfort of sipping a familiar cup of quality coffee while travelling. For Bootlegger, it is proof that South African brands can push beyond the high street and into unexpected spaces, from airports to international skies.
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Source: Business Tech
Featured Image: Allergy & Asthma Network
