Tomato juice has a strong flavour that can still be tasted at high altitudes, making it a satisfying beverage choice for passengers. Additionally, tomato juice is a good source of hydration, which is especially important during air travel, as the cabin environment can be dehydrating.

Drinking tomato juice on a plane is a scientific phenomenon caused by the way high-altitude cabin conditions alter our sense of taste. In a pressurized cabin at 30,000 feet, the air is extremely dry and the pressure is lower, which numbs about 30% of our taste buds, particularly for sweet and salty flavors. This makes most food and drinks taste bland or "earthy." However, tomato juice is rich in umami (a savory "fifth taste"), which is one of the few flavors that remains stable and even becomes more intense in the air. On the ground, tomato juice can taste overly acidic or thick, but in the sky, it is perceived as much fresher, fruitier, and more refreshing. This is why people who never order a "Bloody Mary" or plain tomato juice at a restaurant often find themselves craving it as soon as the drink trolley appears. Additionally, the high salt and potassium content can provide a quick "pick-me-up" for passengers who are feeling dehydrated or lethargic during a long-haul flight.