Wow, Southwest Airlines has made an announcement that doesn’t involve changing its entire business model, for once!
Southwest will serve Peet’s coffee as of August 13, 2025
Southwest Airlines and Peet’s Coffee are launching a partnership. As of August 13, 2025, Peet’s coffee will be served onboard all Southwest flights with a beverage service, representing the first time that the coffee roaster is partnering with a major US airline. Currently, the Dallas-based airline serves Community Coffee.
Southwest will be serving Peet’s “Off The Grid” blend, which is a medium roast that was recently introduced. This blend “features the fruit-forward notes of Colombian beans with the caramelized sweetness from El Salvador, delivering a balanced yet complex flavor profile designed to satisfy a broad range of palates.”
It’s also noted that Peet’s is available in 25 airports served by Southwest, including Denver (DEN), Houston (HOU), and Phoenix (PHX), where Southwest has some of its largest operations.
Here’s how Tony Roach, EVP of Customer & Brand at Southwest, describes this partnership:
“We are enhancing our inflight experience to better serve our Customers. A great cup of coffee goes a long way in creating a comfortable and enjoyable flight —and it’s just one part of our broader effort to elevate our Customers’ journey with us.”
Here’s what Eric Lauterbach, CEO of Peet’s Coffee, had to say:
“This is a defining moment for Peet’s. To be part of every Southwest flight means more than expanding our reach – it’s about creating memorable coffee moments in the skies. This partnership introduces the Peet’s experience to millions of new consumers as part of their daily ritual in a way that’s personal and meaningful. Most importantly, it brings the rich, bold flavor of Peet’s wherever their journey takes them.”
I always appreciate airline coffee partnerships!
Southwest is hardly the first carrier to have a partnership with a major coffee brand. Delta serves Starbucks, United serves illy, JetBlue serves Dunkin’, Alaska serves Stumptown, etc. On the surface, it’s a nice, mutually beneficial, marketing arrangement.
However, one certainly wonders if any drip coffee consumed onboard a plane makes someone more likely to buy a cup on the ground. After all, airplane coffee rarely tastes great, and typically won’t be as good as coffee on the ground. So it’s a bit of a strange way to “showcase” a brand. And that says nothing of how gross airplane coffee is, as airplane water tanks aren’t particularly clean, and neither is the equipment being used.
That’s why I appreciate when airlines put effort into offering good alternatives, ranging from espresso-based drinks (which aren’t as dependent on water tanks) to cold brew (which is pre-bottled). However, I’m not expecting that from Southwest, at least on a complimentary basis. The airline did try to sell (very sugary) iced coffee for some time, but that has been cut.
While I think all airplane coffee isn’t great, there’s no denying that they’re not all created equal. For example, I think that JetBlue’s Dunkin’ coffee is a bit better than what you’ll find on other carriers. I also appreciate how Alaska and Stumptown have a custom blend for their partnership, specifically intended to factor in how taste buds are impacted by altitude.
Now, I can’t say I’m a huge Peet’s fan, personally. I’m also not a huge Starbucks fan. Among drip coffee, I prefer Dunkin’ (don’t @ me) or Stumptown.
Bottom line
As of August 13, 2025, Southwest will start serving Peet’s Coffee inflight, replacing Community Coffee. I don’t have terribly strong feelings about this, as neither brand gets me very excited (though of course that’s all highly subjective). Either way, if you’re a Southwest flyer, expect some coffee changes soon!
What do you make of Southwest partnering with Peet’s?
