Many of us hold fond childhood memories of sipping on the tangy Zest-O orange juice. Who would have ever imagined this delightful beverage brand would eventually metamorphose into an airline? That’s precisely what happened in 2008 when Zest Air soared the skies for the first time, radiating the vibrant orange and green hues reminiscent of its drinkable namesake.
Established by businessman Alfredo Yao of AMY Holdings, who also spearheaded the Zesto Corporation responsible for Zest-O orange drink, the inception of Zest Air breathed life into the Philippines’ third low-cost airline. The name choice mirrors the rationale behind Cebu Pacific’s branding, which traces back to the founders’ birthplace, Cebu.
Battling in the Airline Arena
At its onset, Zest Air graced the heavens with a fleet comprising two Airbus A320 jets and around four Xian MA60 turboprops hailing from China. These turboprops trace their lineage back to the Russian-built Antonov AN-24.
Around this time, the low-cost airline domain was bustling with fierce competition among Cebu Pacific, AirPhil Express, and Zest Air, all vying to corner a larger market share. Although Cebu Pacific held the lead, Zest Air and AirPhil Express were not far behind, often offering even more economical fares.
The Turbulent Times
However, the journey for Zest Air wasn’t without turbulence. The Chinese-made MA-60 turboprop faced severe backlash following two incidents of overshooting and skidding off the runway at Caticlan Airport. Consequently, travelers developed apprehensions regarding the aircraft’s safety. These fears were further compounded by circulating reports stating the FAA and the EASA had not certified these Chinese-made turboprops.
To counter these challenges, Zest Air began bolstering its fleet with additional Airbus A320s, aiming to increase capacity and surpass AirPhil Express in market share and growth. Concurrently, the MA-60s were gradually phased out in favor of more Airbus jets.
An Unexpected Alliance
2013 marked a pivotal year in Zest Air’s narrative when it inked a share swap deal with AirAsia Philippines, which operated from Clark at the time. The arrangement facilitated an exchange of shares among the three entities. Until then, AirAsia had struggled to acquire slots in Manila due to the airport’s congestion.
Under a year later, Zest Air underwent rebranding to become AirAsia Zest, fusing both the AirAsia and Zest Air brands. Consequently, AirAsia Philippines relocated its operations to Manila. The revamped brand sported AirAsia’s signature livery with a dash of “Zest” on it.
Transition to Philippines AirAsia
The transformation saga didn’t end there. By 2015, AirAsia Zest was fully integrated to form Philippines AirAsia. The rivalry that had once existed among Cebu Pacific, AirPhil Express, and Zest Air continued to simmer. While Cebu Pacific has remained unchanged, AirPhil Express evolved into PAL Express, and Zest Air transformed into AirAsia Philippines.
As we watch an AirAsia Philippines aircraft slice through the sky, let’s not forget its origin as an ‘orange juice.’ Though the vibrant orange and green livery no longer adorns the fleet, the memory of Zest Air’s journey from a juice brand to a competitive player in the low-cost airline market stays alive.
I fondly remember the days when a round trip to Cebu cost less than PhP 2,000.00, inclusive of all charges. Indeed, Zest Air was the go-to option for incredibly affordable travel.
First love never dies. I fell in love with airplanes and aviation when I was a kid. My dream was to become a pilot, but destiny led me to another path: to be an aviation digital media content creator and a small business owner. My passion for aviation inspires me to bring you quality content through my website and social accounts. Aviation is indeed in my blood and blog!
