WestJet passengers will sip custom Tim Hortons coffee at 35,000 feet starting November

WestJet and Tim Hortons are teaming up to bring a custom coffee experience to the skies. Starting November 30, passengers on WestJet flights will be able to order Tim Hortons Flight Roast — a full medium roast coffee with hints of toasted nuts, cocoa, and red fruit, specially developed for the altitude experience.

The coffee was crafted specifically because taste perceptions change at high altitude. "The actual roast itself, we needed it to be a bit different because things taste different at high altitudes," said Hope Bagozzi, Tim Hortons chief marketing officer. "Taste perceptions do change at altitudes, so we wanted to make sure that our roast suited that. So things like higher pressure, shorter brew times, a different temperature, all those matter."

The blend uses premium arabica beans — the same beans Tim Hortons sources for its ground coffee. Bagozzi said the development required adjustments across multiple variables to ensure the roast tasted right in the cabin.

Starting in 2027, WestJet and Tim Hortons will launch a rewards-linking program allowing passengers to connect their WestJet Rewards and Tim Hortons accounts. Once linked, customers will earn WestJet points on eligible Tim Hortons purchases, with exclusive offers and promotions unlocked through the partnership. "It's pretty simple in the sense that it's pretty low friction, you link your account once, you go and every Timbit gets you closer to your next vacation," said Steve McClelland, WestJet vice-president of loyalty and strategic partnerships.

Additional details about the loyalty partnership and specific member benefits will be announced closer to the 2027 rollout. Tool Shed Brewing Company, based in Calgary, is also partnering with WestJet, with three locally brewed craft beers available on eligible flights.