Goa-based Latambarcem Brewers (LB Brewers) has inked a deal with Tata Group-owned aviation major Air India Express. As part of the collaboration, Latambarcem’s Ginger Ale and Rose Vanilla variants of Borécha will be served to travellers onboard Air India Express flights on major domestic routes.
According to the company, Borécha, the tea-based beverage, has evolved as a preferred pick for scores of major Pan-India retail, aviation, and hospitality players, including ITC, Akasa, and Lulu International.
“Borécha is the perfect blend of health, fun, and taste, and that’s why its popularity has soared significantly since its inception. Borecha means good tea, each of its flavours is unique, exciting and definitely the most suited travel companion. It advances our mission of making health-oriented functional beverages accessible to everyone irrespective of whether they are hustling at work, sweating it out at a gym, or traveling for work or leisure. Our association with Air India Express is a significant milestone in this regard and will surely go a long way,” said Latambarcem Brewers Co-founder and CEO Aditya Ishan Varshnei.
With a blend of Assam and Darjeeling tea, Borécha has room temperature stability, making it most suitable to be served on flights, trains, restaurants, and retail stores, the company said. LB Brewers’ portfolio also includes the craft beer range Maka.