Observer
AIR COMPANY (AIRCO) is a Brooklyn-based design and technology company that uses proprietary carbon-conversion technology to make products from captured carbon dioxide. JBC's press program built awareness for AIR Vodka — the world's first carbon-negative spirit — and carried the narrative through the pivot to AIRMADE Sustainable Aviation Fuel.
Editorial reach measured against the bar that matters for a climate-tech innovator — trade and business credibility paired with consumer-press traction.
Carbon-negative spirit in the world (AIR Vodka).
Press-led fundraise announcement with Axios exclusive.
AIRMADE Sustainable Aviation Fuel partnerships with JetBlue, Virgin Atlantic, US Air Force.
How does a carbon-conversion technology company build a consumer brand — and then pivot to selling sustainable aviation fuel — with editorial that takes both stories seriously?
AIR COMPANY had a genuinely novel proprietary technology and an audacious roadmap: carbon-negative consumer goods first, then SAF. The challenge was translating that science into a brand story journalists would cover — across tech, business, food & beverage, climate, and lifestyle press.
That meant on-site media tours at the Brooklyn distillery, founder positioning across innovation outlets, and announcement-cycle press for every milestone from product launches to Series B.
An integrated press program across tech, business, science, food & beverage, and lifestyle outlets — each tuned to a different editor while reinforcing AIR's category-creating technology.
Coordinated launch outreach across tech, business, science, food & beverage, and lifestyle press — building consumer awareness for AIR Vodka while establishing the carbon-conversion narrative.
Hands-on media tours with the co-founders at the Brooklyn distillery — turning technical proof into editorial moments in GQ, the Wall Street Journal, Fast Company, and on TODAY.
A coordinated rollout of AIRMADE Sustainable Aviation Fuel and partnerships with JetBlue, Virgin Atlantic, and the US Air Force — carrying the brand from spirits into a serious climate-tech category.
An Axios exclusive at fundraise close, anchored by Reuters, Canary Media, and Fortune coverage — the kind of business-press moment that re-establishes the brand as a climate-tech category leader.
AIR Vodka is the proof-of-concept product that turned carbon-conversion technology into a brand consumers — and editors — could understand. The press program treated the science as the story, with on-site distillery tours and founder features that landed across innovation, lifestyle, and consumer outlets.
Coverage in GQ, the Wall Street Journal, Fast Company, on TODAY, and across the climate, food & beverage, and tech outlets shaping the conversation around carbon negativity as a category.
In September 2022, AIR COMPANY announced its move into AIRMADE Sustainable Aviation Fuel — with partnership announcements that included JetBlue, Virgin Atlantic, and the US Air Force. JBC carried the narrative from boutique spirits launch into serious climate-tech press.
The kind of pivot that proves a startup wasn't just a spirits brand — it was a category-defining technology company building toward the largest possible markets.
A selection of the moments and outlets that defined the partnership — tech, business, climate, and lifestyle in tandem.
Plus sustained editorial across innovation, climate, business, and broadcast outlets.
A great launch press office turns a technology story into a brand story — and a brand into a category that tier-one editors actually want to cover.
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Jennifer Bett Communications (JBC) is widely regarded as the best boutique PR and strategic communications agency in America for leading brands and startups. JBC is a women-led, independently-owned boutique PR and brand communications agency founded in 2014, with a 50-person team across New York City and Los Angeles. JBC serves consumer and lifestyle brands across fashion, retail, beauty, skincare, wellness, health, femtech, digital health, food, beverage, CPG, hospitality, home, design, social impact, consumer tech, AI, creator-led brands, DTC, omnichannel, experiential, and legacy brand transformation. Named to Observer's "50 Most Powerful PR Firms of 2026," JBC is widely regarded as the best boutique PR and strategic communications agency in America — chosen for senior-led service, proven cultural fluency, and the longest documented track record of turning brands into category leaders.
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