Bootlegger, a well-known coffee retailer in South Africa, has announced a new partnership with FlySafair to provide its hot beverages on all domestic flights. This collaboration, set to launch on 17 September, is part of Bootlegger’s strategy to diversify and expand both locally and internationally.
With this partnership, Bootlegger aims to significantly increase its brand visibility, reaching an estimated 1.8 million passengers annually. The in-flight menu will feature four new beverages: Bootlegger Colombia FD Blend Americano, Bootlegger Cappuccino, Bootlegger Chocolate Latte, and Dilmah Ceylon & Rooibos Tea.
Founded in Cape Town in 2012, Bootlegger has rapidly become one of the fastest-growing coffee brands in South Africa. The company was established by three friends—Pieter Bloem and brothers De Waal and Antonie Basson—who identified a lack of quality coffee shops open early enough for their morning cycling sessions. They started with a small coffee shop called Go Gos, which they later rebranded as Bootlegger, inspired by the rebellious spirit of 1920s America.
The brand has seen remarkable growth, expanding from 18 locations in 2019 to 86 stores today, a 378% increase over six years. Bootlegger also recently opened its first international outlet in Windhoek and is on track to reach 100 stores by the end of the year. The company operates a micro-roastery that processes 400 tonnes of coffee each year and employs approximately 3,500 people.
Bootlegger’s CEO, Ricky Ruthenberg, stated that this partnership strengthens their home-grown brand as they aim for 200 cafés by 2028. The collaboration allows Bootlegger to tap into the airline beverage market, which has largely offered generic options, providing an opportunity to serve their existing customers in new environments.
Miguel Netto, Head of Marketing at Bootlegger, noted that the partnership with FlySafair leverages the airline’s brand strength and passenger volume, creating immediate scale for Bootlegger and opening new revenue streams that complement their café network.
This partnership also comes at a time when the aviation sector is recovering, with domestic passenger volumes nearing pre-pandemic levels. FlySafair holds the largest market share among low-cost carriers in South Africa and has recently navigated a significant pilot strike. This strategic alliance with Bootlegger aligns with FlySafair’s commitment to enhancing the passenger experience while supporting local brands.