One Of The Fastest Growing Coffee Retailers In South Africa Seals Deal With FlySafair.
Popular South African retailer, Bootlegger has sealed a partnership with FlySafair to serve its hot beverages across all domestic routes.
Bootlegger said the partnership marks a strategic diversification, with the company pursuing local and intentional brand expansion.’
The partnership, which launches on Wednesday 17 September, positions Bootlegger to extend its brand reach from its cafe network to 1.8 million annual passengers.
The collaboration introduces four beverages to FlySafair’s in-flight menu:
- Bootlegger Colombia FD Blend Americano
- Bootlegger Cappuccino
- Bootlegger Chocolate Latte
- Dilmah Ceylon & Rooibos Tea
Founded in Cape Town in 2012, Bootlegger is one of the fastest-growing coffee brands in South Africa.
Bootlegger Coffee Company was created by three best friends, Pieter Bloem and brothers De Waal & Antonie Basson.
After noticing a lack of decent coffee places open before 06h30 for their early morning cycling routines, the three attempted to create their own coffee venture.
The friends bought a small coffee shop called Go Gos, which they later rebranded to Bootlegger, which was inspired by the rebellious nature of 1920s-era America.
The group has seen massive growth over the last few years, increasing from 18 locations in 2019 to 86 stores today, a 378% increase in six years.
The company also opened its first international outlet in Windhoek this month and expects to hit 100 stores before the year-end.
The store is supported by a micro roastery processing 400 tonnes of coffee annually. The chain’s workforce stands at 3,500.
“With this partnership, we are able to strengthen our home-grown brand as we scale towards 200 cafés by 2028,” said Ricky Ruthenberg, Bootlegger CEO.
“Capturing the travel market allows us to grow our brand beyond traditional retail locations whilst serving our existing customer base in new environments.”
Bootlegger looks to untap the potential in the airline beverage market, with most carriers offering generic beverage options.
Partnerships between retail brands and airlines are becoming common as companies seek new revenue channels and brand exposure opportunities beyond normal retail locations.
“FlySafair’s brand strength and passenger volume create immediate scale for our brand reach while unlocking new revenue streams that complement our café network,” said Miguel Netto, Head of Marketing for Bootlegger.
“The partnership was built on months of product development and supply chain integration between the two brands.
FlySafair Chief Marketing Officer, Kirby Gordon, also emphasised the strategic alignment.
“Bootlegger’s rapid growth trajectory and premium positioning align with our commitment to elevating passenger experience whilst supporting South African brands,” said Gordon.
The partnership launch also coincides with a recovery in the aviation sector, with domestic passenger volumes approaching pre-pandemic levels.
FlySafair has the largest market share amongst low-cost carriers on domestic routes, and recently survived a major pilot strike.
Source: BusinessTech – www.businesstech.co.za