At 30,000 feet, cabin air is drier than the air in most deserts. That impairs our sense of smell, from which most of our taste is derived. So when passengers savor a beer in the air, it's because the environment affects ?the way the brain interprets the signals,? Mr.

Scientifically, most people find that beer actually tastes worse (or "flatter") on a plane because the high altitude and low humidity dull our senses. At 35,000 feet, the cabin air is drier than a desert, which dries out the nasal passages and reduces our sense of smell—the primary driver of taste—by up to 30%. Furthermore, the low pressure affects how we perceive bitterness and sweetness, often making a complex craft beer taste overly bitter or "metallic." To combat this, some airlines have partnered with breweries to create "altitude-specific" beers (like Cathay Pacific’s Betsy Beer) which are brewed with higher carbonation and aromatic ingredients like honey or fruit to "pop" even in thin air. Interestingly, while beer and wine often suffer, tomato juice and Bloody Marys are said to taste "better" or more savory because the "umami" flavor profile is one of the few tastes that remains stable or even intensifies at high altitudes.