SAS' Coffee Jug Is Used by Over 50 Airlines and Appears in Art Museums

Airlines often release products that receive a "cult-like" status among their passengers. Scandinavian Airlines (SAS) is one such carrier that turned an ordinary object into a famous product. The Stockholm-based airline has a long history with its in-flight experience, including with its coffee jug. Over the past 35 years, the seemingly mundane item has won numerous awards and featured in museums worldwide for its iconic design.

In 1988, SAS used its coffee jug for the first time and, in turn, made an unintentional historic moment for the company. The jug, which boasts a tasteful design and is made from sustainable materials, was originally produced by Ergonomidesign, a Swedish-based company now called VeryDay. McKinsey now owns the company and operates as McKinsey Design. The initial build by Maria Benktzon and Sven-Eric Juhlin was designed to create a drip-free coffee pot that would be temperature- and water-resistant. The main objective was to serve the hot beverages without spilling them on the passengers.

The design was an instant hit, being incredibly functional and praised for its minimalist design. Over 50 airlines use the coffee pot today, with over 500,000 being produced. In 2010, manufacturing for the plastic jug changed to August Lundh AB, a sustainable manufacturer based in Eskilstuna, Sweden. The new manufacturers use sustainable materials to produce bio-based plastic for the pots. The production has been part of the Green Loop System, a sustainable plastics initiative. SAS has been a leader in sustainability efforts throughout the aerospace industry.

The pot has won many design awards in the industry and has been a staple in sustainability expos worldwide. Famously, the jug has been featured in the permanent collection at The Museum of Modern Art (MoMA) in New York City, the Design Museum in London, and the Swedish National Museum in London. In 2020, the company shared its successes on social media, bringing attention to the product and growing its peculiar stardom.

Although featured in multiple airlines, SAS continues to be the main associate of the pot. In 2012, SAS announced that tea and coffee would be complimentary for the flight duration across all cabins, including SAS Plus, SAS Go, and SAS Business classes. Featured in its iconic pot, a crew member typically circulates the plane continuously, offering warm beverages to airline passengers. Selecting SAS over other airlines is a huge incentive for a long winter transatlantic flight.

Simple yet innovative, something that has been associated with the Scandinavian design market through architecture and commercial products. Companies like IKEA continue to reinforce these ideas to the consumer market. As elements of the aerospace industry continue to find new ways to diversify themselves, whether through sustainability, promotions, or extravagance, finding a way to improve the brand is always great for business.