AirAsia and Hausboom bottles nostalgia with destination-inspired drinks

AirAsia is taking its brand beyond air travel with a new FMCG collaboration that brings wanderlust to supermarket shelves. In a first-of-its-kind partnership between a Malaysian airline and beverage company, AirAsia has teamed up with local sparkling juice brand Hausboom to launch a campaign that blends flavour, travel and lifestyle.

Dubbed "Sip & win", the nationwide campaign runs until December 2025 and features a limited-edition series of Hausboom bottles inspired by AirAsia’s regional destinations. From strawberry for Seoul to 'Roti bakar' ('toast') for Kuala Lumpur, the flavour lineup brings a playful twist to wanderlust, with each drink representing a different stop on the airline’s network map. Other flavours include Almaty, Phu Quoc, Sihanoukville, Xi’an, Nairobi, Melbourne and Amritsar.

Don't miss: Nostalgia is not enough: How brands can get the rising trend right

Each bottle in the nine-flavour collection features a QR code that unlocks entry into a contest, offering prizes such as unlimited free flights for a year and exclusive perks across AirAsia’s broader travel and lifestyle offerings including SNAP, Hotels, RIDE and Ikhlas.

The bottles will be widely distributed at over 6,800 retail locations nationwide, including convenience chains such as 7-Eleven and KK Mart, as well as regional outlets in Sabah and Sarawak.

To bring the collaboration to life, the brands hosted an experiential event on 4 May at Lot 10 in Kuala Lumpur. The full-day activation will transform the space into a travel-themed playground, complete with an airline-style sky lounge, live music, interactive booths and mocktails crafted using the destination-inspired drinks.

According to Liyana Mahizzan, AirAsia Malaysia’s head of commercial, the campaign is part of the airline’s broader ambition to evolve beyond air travel into a lifestyle brand that deeply connects with younger consumers.

“As a proudly Malaysian airline, we are committed to building strong, homegrown partnerships that resonate with the communities we serve,” said Liyana. “This campaign allows us to engage the lifestyle consumer segment, particularly among the 21–35 age group, which makes up more than 42% of our customer base.”

She added that the initiative also reinforces AirAsia’s brand as one that supports local innovation and gives back to loyal customers through bold, high-engagement campaigns.

“This is part of our broader strategy to deepen our emotional connection with consumers, unlock value across new market segments, and reinforce AirAsia’s role as more than just an airline,” Liyana said. “We remain committed to inspiring our guests to explore new destinations while cultivating a deeper spirit of adventure throughout the region.”

Azri Zahier Azmi, CEO of Hausboom, echoed the sentiment on pushing creative boundaries, noting that the campaign aligns with the brand’s agile, trend-forward identity.

“As the fastest-growing beverage brand in Southeast Asia, Hausboom has always been about pushing boundaries and staying ahead of trends,” said Azri. “We are thrilled to be part of a campaign that not only showcases our best-selling drinks but also inspires our customers to dream bigger, travel further, and celebrate our local roots with pride.”

This campaign is the latest in AirAsia’s efforts to deepen customer loyalty while extending its brand into the lifestyle and FMCG space. It also positions both brands to tap into post-pandemic travel optimism and nostalgia, using flavour as a marketing vehicle to spark inspiration and conversions.

Other efforts to enter the lifestyle and FMCG space by AirAsia include its collaboration with American Tourister. The collaboration encouraged millennial and Gen Z travelers to express their individuality and explore the world with its new collaboration.

In conversation with A+M at the time, Rudy Khaw, CEO of AirAsia brand co. (Abc.) said that the collaboration is part of AirAsia's strategy to expand the brand via collaborations and licensing deals. He added that the collaboration is a great opportunity for the airline to engage a new set of audience while still maintaining relevance to its existing fans. 

Related articles: 
AirAsia brings culture, adventure and bold colours in American Tourister collab 
Have you met AirAsia brand co.'s new playful buddies attempting to extend brand reach?  
AFF soars with AirAsia as official travel partner