Icelandair has introduced its own branded craft beer. And although it was inspired by the island nation’s wintry aesthetic it is brewed in Ireland….so there’s that. Plus it has an almost unpronounceable name.
Here’s the deal…
Headquartered at Keflavík International Airport, Icelandair is Iceland’s flagship airline and a mainstay of affordable travel from the US to Europe. And now the backpacker favorite has launched its own branded craft beer.
Named to describe Iceland’s snowy vistas, or more specifically the “the glow of Icelandic snow” Snæbjört (you try to pronounce it) is described as a 5% ABV Icelandic Pale Ale which is ironically contract brewed by Boyne Brewhouse in the province of Leinster, Ireland.
Why Iceland’s flagship airlines chose to shop out a beer which is named as a homage to ‘the glow of Icelandic snow” to an Irish brewery is anyone’s guess especially in light of the country’s vital craft beer scene.
But whatever Icelandair’s rationale, we’ve got admit it doesn’t read great on a press release.
But this isn’t the first time that Icelandair has had its own beer. Last April the airline introduced 737 IPA. That limited release was also brewed the Boyne Brewhouse over in Ireland, but unlike Snæbjört we could at least pronounce its name…
Speaking with the Mirror Kristján Johannsson, Icelandair’s Head of Inflight Catering explained why the airline is delving into craft brewing…
“We want to provide an exciting twist to our passenger’s onboard experience with us. We are constantly looking at innovative ways to enhance our passengers experience and by brewing limited edition seasonal pale ales like the Snæbjört, passengers can understand the culture of Iceland from a sip of their drink.”
What Johannsson neglected to explain was how “passengers can understand the culture of Iceland from a sip of their drink” when that drink was brewed by Irishmen in Ireland.
But no matter who brewed it, passengers can enjoy the new Icelandair special edition pale ale on-board and at the Icelandair Saga Lounge at Keflavik International Airport.
Although Iceland’s vibrant beer culture is now attracting participants from all around the world, alcohol only became legal in the country relatively recently.
According to the Drinks Business the Icelandic government imposed prohibition in 1915 and lasted until 1989.” But given the fact that Iceland’s beer supply was decimated last October, clearly the country is making up for lost time…
Iceland banner image: iStock-503074043