Dominican airline Arajet has finalized a strategic partnership with retired Major League Baseball player David Ortiz to feature Ron Ozama in the airline’s in-flight beverage selection. This collaboration introduces the rum brand into the menu available to passengers across the carrier’s fleet, marking a shift in the airline’s in-flight retail strategy to prioritize domestic products.
The initiative is intended to standardize the inclusion of local goods within the onboard experience. By integrating products that represent the identity of the Dominican Republic, Arajet aims to leverage its growing passenger traffic to increase the international visibility of national brands. This move aligns with the airline’s broader operational goal of serving as a commercial ambassador for the region.
“Ability to share this product onboard a Dominican airline that is expanding throughout the region is an opportunity to reach a broader audience.” — David Ortiz
Víctor Pacheco, founder and CEO of Arajet, stated that the integration of this product is consistent with the company’s strategy to curate a selection of goods that reflect local production. The airline has increasingly focused on differentiating its onboard service by showcasing local brands as it expands its route network throughout the Americas.
David Ortiz noted that the agreement is designed to increase the international presence of the brand, particularly targeting travelers within the US market. The collaboration seeks to utilize the airline’s expansion into various regional destinations to enhance the product’s distribution.
“Ability to share this product onboard a Dominican airline that is expanding throughout the region is an opportunity to reach a broader audience,” said Ortiz.
Arajet, which began operations in 2022, operates its primary hubs at the Aeropuerto Internacional de Las Américas in Santo Domingo and the Aeropuerto Internacional de Punta Cana. The carrier maintains a fleet of Boeing (NYSE: BA) 737 MAX aircraft, connecting the Dominican Republic to markets in North America, Central America, South America, and the Caribbean.
