JAMES Boag's Premium is flying a little higher after being chosen as the top end beer on domestic and international Qantas flights.
The Launceston-made brew, which has replaced Crown Lager on the Qantas drinks menu, is being produced in a can to meet the airline's requirements.
It joins craft brews like White Rabbit and 150 Lashes on the beverage list.
Qantas's head of customer strategy, Phil Capps, said the recent changes had been extremely popular with customers.
``Many of our customers enjoy a cold beer in the lounge before their flight or with their meal on the way home,'' he said.
``We always want to keep up with what customers want, and they have told us they want more premium and more craft beers.''
Mr Capps said that about 3.5 million beers were consumed on Qantas flights each year but wine remained the most popular alcoholic drink on flights.
``Qantas provides complimentary alcohol to all customers on international flights and on the majority of afternoon and evening domestic flights,'' he said.
``Qantas was the first Australian airline to put craft beer on-board in 2008, when we worked with Lion Nathan to launch James Squire in a can - specifically for customers on-board.
``Before that, craft beers were always in bottles and the packaging size meant we couldn't fit them in the economy bars.''
Lion Nathan is continuing to expand its Launceston operation with plans for a new visitors' centre, restaurant, bar and conference facility in George Street.