The specialty coffee chain said the tie-up with FlySafair represents the next step in its diversification strategy, which also includes an upcoming international debut in Namibia this month
Cape Town-based Bootlegger Coffee has signed an exclusive partnership with FlySafair, which will see four of its premium hot beverages served across all of the airline’s domestic routes.
The specialty coffee chain, which operates 86 outlets across South Africa, said the deal strengthens its strategic diversification strategy as it prepares for domestic and international expansion.
Commencing 17 September 2025, the FlySafair collaboration will see Bootlegger’s Colombian freeze-dried coffee, cappuccino, chocolate latte and tea included on the low-cost airline’s in-flight menu.
“With this partnership, we are able to strengthen our home-grown brand as we scale towards 200 cafés by 2028. Capturing the travel market allows us to grow our brand beyond traditional retail locations whilst serving our existing customer base in new environments,” said Ricky Ruthenberg, CEO, Bootlegger Coffee.
In a press release, Bootlegger said the airline beverage market in South Africa represents untapped potential for coffee companies, with most carriers in the country only offering generic beverage ranges.
Part of South African aviation firm Safair, FlySafair began operations in October 2014 and welcomes more than 1.8 million passengers each year. With a fleet of 26 aircraft, FlySafair currently flies to and from Johannesburg, Cape Town, Durban, East London, Port Elizabeth, George, Bloemfontein and Mbombela.
Founded in 2012, Bootlegger is one of South Africa’s fastest-growing hospitality brands. The coffee chain expects to reach 100 stores before the end of 2025 and will open its first international outlets in Windhoek, Namibia, in September 2025.
