Delta Air Lines is upgrading customers to a darker roast by switching from Seattle’s Best to Starbucks coffee for its in-flight java. The move from the coffee company’s lower-profile label to the namesake brand affects up to 70 million cups a year.

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Delta Air Lines will fuel its flying passengers with a darker roast, switching its brew from Seattle’s Best to Starbucks coffee on all its flights.

The move, affecting up to 70 million cups of java a year, comes in the midst of a major push by the Atlanta-based airline to make itself more upscale.

Seattle’s Best is also a Starbucks property, of course. So the decision keeps funneling money into the company’s growing “branded solutions” business, which sells its products outside of the stores it owns, in places like offices, campuses and hotels.

Delta had served Starbucks’ darker brews on some flights starting in 2013, but now Pike Pike Place Roast and Starbucks VIA decaf are being served across its 1,270-airplane fleet.

It’s the second U.S. airline to serve Starbucks-brand coffee — the other one being Alaska Airlines and its Horizon regional unit. Coincidentally, Delta is battling Alaska for supremacy in the Seattle market.

Several European airlines and one Japanese airline also carry Starbucks beverages.