Ontario Airport Leverages Local Brewery Partnership to Expand Brand and Revenue
Event summary
- Ontario International Airport (ONT) received the 'Best Community Engagement Initiative' award at the Airport Experience (AX) Conference for its partnership with Brewery X.
- The collaboration involves a co-branded craft beer, 'Come Fly With Me,' initially launched in Terminal 2 and now available at select retail locations across Southern California.
- A second Brewery X location has opened in Terminal 4, expanding the partnership and operating hours.
- ONT's strategy extends beyond the airport, aiming to engage passengers in the communities where they live and work.
- The initiative contributes to ONT's non-aeronautical revenue portfolio.
The big picture
ONT's strategy represents a shift towards airports actively cultivating regional brand recognition and diversifying revenue beyond traditional airline fees. This approach, while relatively novel, reflects a broader trend of airports seeking alternative income sources amid fluctuating passenger volumes and increased operational costs. The partnership with Brewery X demonstrates a willingness to experiment with unconventional revenue streams and strengthen community ties, potentially serving as a model for other mid-sized airports.
What we're watching
- Brand Loyalty
- The success of the brand extension hinges on maintaining consumer interest and ensuring the 'Come Fly With Me' beer remains a desirable product outside of the airport environment.
- Revenue Impact
- The incremental revenue generated by the Brewery X partnership and expanded distribution needs to demonstrably offset any associated costs and justify further expansion.
- Scalability
- Whether ONT can replicate this model with other local businesses to further diversify revenue streams and enhance community engagement remains to be seen.
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