France sells itself well.
Culture, fashion, food. It is a serious competitive advantage. Air France knows this. The airline leans heavily into those roots, especially in the sky.
Now they are taking it further.
The premium cabins are getting a purge. All non-French drinks are gone. One exception stands out, bold and undeniable.
Coca-Cola stays.
The Menu Change
First class (La Premiere). Business class. Even the lounges. The update cuts deep. Air France decided to drop everything that isn’t French. Schweppes tonics? Gone. Sprite? Bye. Fuze Tea? Out.
“to showcase the best of France… with the exception of Coca-Cola”
That is their official line. Why keep Coke? High demand. Especially from international travelers. It is a benchmark beverage. And yes, even the Coke on French departures is made in France. Not traditional. But French-made.
What replaces the emptiness left by soda giants? Organic juices. Artisanal lemonades. Premium tonics. A new ginger soda. Iced teas that actually taste like tea.
They added cocktails too. Matthias Girous designed the new array. There is an exclusive cognac drink for business class passengers. Premium economy gets a twisted Kir cassis.
This fits their history. They already serve wine across all classes. They give champagne to economy travelers. Few airlines do that.
The Coffee Problem
So far so good. It feels authentic. But there is a hole in the strategy. A glaring one.
Coffee.
Air France ignores it. Or at least, hasn’t solved it yet. They historically serve illy espresso upstairs and Segafredo drip below. Both Italian brands.
Does France grow coffee? Not really. Unlike neighbors in Italy or South America, the French soil isn’t great for beans. But French culture loves coffee. It’s about the cafes, not the crop.
The airline is in a bind.
Highlighting local products is a noble goal. But you cannot make a bad latte into a “local hero” just because it’s from Paris. La Premiere cappuccinos have never been great. The quality issue remains.
How do you balance nationalism with taste? It works for wine. It works for cheese. Coffee is the exception. It is tricky.
Management will figure it out. Eventually. They have to.
I am willing to wait. But until then, bring on the artisanal lemonade. At least that is honest.
