2025 Kfm Best of the Cape Awards winner Bootlegger and FlySafair announce partnership to serve hot beverages on all domestic routes

Fast-growing coffee retailer Bootlegger has secured an exclusive partnership with FlySafair to serve its premium hot beverages across all domestic routes, marking a strategic diversification as the company pursues local and international brand expansion.

Bootlegger won in the 'Best Coffee' category at the Kfm 94.5 Best of the Cape 2025 Awards.

The partnership, launching this Wednesday, 17 September, positions Bootlegger to extend brand reach from its traditional cafe network to FlySafair's 1.8 million annual passengers. The collaboration introduces four signature beverages to FlySafair's in-flight menu:

• Colombia FD Blend Americano
• Bootlegger Cappuccino
• Bootlegger Chocolate Latte
• Dilmah Ceylon & Rooibos Tea

Founded in Cape Town in 2012, Bootlegger has emerged as one of South Africa's fastest-growing hospitality brands, having grown from 18 locations in 2019 to 86 stores today, a 378% increase in six years.

The company opens its first international outlets in Windhoek this month and expects to hit 100 stores before year-end.

The company is supported by a micro roastery that processes 400 tonnes of coffee annually and has a workforce exceeding 3500 employees.

"With this partnership, we can 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."

- Ricky Ruthenberg, CEO - Bootlegger 

The airline beverage market represents untapped potential for South African coffee brands, with most carriers offering generic beverage options.

Partnerships between retail brands and airlines have become increasingly common as companies seek new revenue channels and brand exposure opportunities beyond traditional 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. This partnership is built on months of product development and supply chain integration between the two brands."

- Miguel Netto, Head of Marketing - Bootlegger

"Bootlegger's rapid growth trajectory and premium positioning align with our commitment to elevating passenger experience whilst supporting South African brands."

- Kirby Gordon, Chief Marketing Officer - FlySafair

This partnership launch coincides with South Africa's recovery in the aviation sector, as domestic passenger volumes approach pre-pandemic levels. FlySafair maintains the largest market share amongst low-cost carriers on domestic routes.