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Oatly signs first cruise line distribution deal with Virgin Voyages

The Swedish oatmilk maker’s Oatly Barista Edition will be available in cafés across Virgin Voyages three cruise ships, which serve coffee from US specialty roaster Intelligentsia Coffee

Virgin Voyages is a joint venture between the Virgin Group and US investment firm Bain Capital | Photo credit: Virgin Voyages

 

Oatly has announced a new partnership with Virgin Voyages to serve Oatly Barista Edition across its onboard Grounds Club cafés. 
 

Virgin Voyages, a joint venture between the Virgin Group and US investment firm Bain Capital, currently operates three cruise ships which primarily sail to locations across Europe and the Caribbean.  
 

Each of the three ships – Scarlet Lady, Valiant Lady and Resilient Lady – have a guest capacity of 2,700. A fourth ship, Brilliant Lady, is set to be introduced to the fleet later this year. 

The cruise line’s cafés serve specialty coffee from Chicago-based roaster Intelligentsia Coffee – which became its official coffee supplier in April 2019. 

“Expanding Oatly’s presence to now reach people as they experience the world’s oceans is incredibly exciting for us. It’s important to us that we keep showing up in places where people are experiencing everyday life, and vacation is no exception. We’re happy that travellers onboard Virgin Voyages ships now have a delicious oatmilk option at their fingertips, making the switch from cow’s milk that much easier,” said Helge Weitz, North America President, Oatly. 

Alongside a global network of hospitality operators Oatly’s out-of-home distribution also includes deals with Germany’s national railway company Deutsche Bahn, Switzerland’s largest airline SWISS and US hospitality group Graduate Hotels

Oatly achieved 8.5% year-on-year sales growth in 2023 to reach $783m. However, a decision to halt production expansion plans contributed to a $405m loss.  

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