MONTREAL — Economy travelers on Air Canada can now raise a glass without raising their credit cards. The carrier has begun offering free beer and wine to every passenger in the back of the plane, a hospitality upgrade that no other North American legacy airline currently matches.
Why Air Canada Is Sweetening the Economy Cabin
Vice President of Loyalty and Product Scott O’Leary framed the move as a strategic trade-off. “Food and beverage tend to have a disproportionate impact on customer satisfaction,” O’Leary told Reuters. The airline hopes that a modest investment in inflight libations will soften criticism about new ancillary charges introduced earlier this year. Since Jan. 3, economy passengers have been paying C$35 for their first checked bag and C$50 for a second. Although some travelers called on the company to roll back baggage fees instead, O’Leary said the handling costs those fees cover are harder to absorb than the cost of alcohol service.
What Free Drinks You Can Expect on Any Route
Air Canada confirmed that the complimentary pours are available on every flight, whether short-haul hops inside Canada or longer journeys to Mexico and the Caribbean. The carrier’s bar cart now stocks:
- Domestic and imported beer, including the alcohol-free Heineken 0.0.
- Red and white table wines sourced for inflight service.
Nonalcoholic beer is also on the house, making Air Canada the only North American airline offering that option in all cabins.
Snacks Go Canadian, Too
The drink policy arrived alongside an expanded menu of homegrown snacks. Morning departures before 10 a.m. hand out MadeGood Mornings Cinnamon Bun Soft-Baked Oat Bars, while later flights feature TWIGZ Craft Pretzels and Leclerc’s Celebration Cookies. Passengers departing Toronto’s Billy Bishop Airport after 10:30 a.m. receive a Greenhouse Ginger Defence Wellness Shot. Additional à-la-carte items—such as Summer Fresh Hummus & Crackers and Quaker Maple & Brown Sugar Oatmeal Cups—appear on the updated Air Canada Bistro menu. In a statement, the company said the broader snack lineup “continues to raise the bar on the economy travel experience.”
How the Offer Stacks Up Against Rivals
Internationally, complimentary alcoholic beverages in the main cabin are standard on long-haul carriers such as Emirates, Air New Zealand and British Airways. In North America, the benefit is rarer:
- American Airlines limits free beer, wine and spirits to premium cabins and Main Cabin Extra seats.
- Delta Air Lines pours without charge on most international routes but excludes certain flights to and from Canada, the Caribbean, Central America and parts of South America.
That leaves Air Canada as the only major airline in the region offering beer and wine to every economy passenger regardless of distance.
Financial Context
The airline, headquartered in Montreal, warned investors on Oct. 2 that it expects a C$375 million hit to operating income. Against that backdrop, the new beverage policy is a relatively low-cost way to elevate customer sentiment without jeopardizing the bottom line.
Traveler Takeaways
- No vouchers required: The drinks come automatically; simply ask a flight attendant during regular cabin service.
- Pack responsibly: Checked-bag fees remain at C$35 for the first piece and C$50 for the second, so weigh the trade-off when deciding what to bring.
- Early birds eat first: Morning departures include unique breakfast-style snacks that disappear after 10 a.m.
- Mind your limits: Canadian aviation regulations still apply; flight crews may refuse service to intoxicated passengers.
FAQ
Does the policy include spirits?
No. Only beer, wine and the alcohol-free Heineken 0.0 are complimentary. Spirits remain a paid item.
Is the offer seasonal?
The airline has committed to making the service permanent on all routes.
Will the drinks be available on partner airlines?
The perk is exclusive to flights operated by Air Canada or Air Canada Rouge, not codeshare partners.
Tips for Travelers
- Choose bulkhead or exit-row seats early. You might pay extra for legroom, but the free drinks stretch your value.
- Stay hydrated. Alcohol dehydrates at cruising altitude. Alternate with water to arrive refreshed.
- Plan connections. If you have a tight layover, limit consumption so you can deplane quickly.
- Use your own cup. Bringing a reusable tumbler reduces single-use plastic and keeps beer colder longer.
As other North American carriers weigh passenger perks against ancillary fees, Air Canada is betting that a complimentary toast at 30,000 feet will win both hearts and future bookings. Whether the gambit sparks a broader industry shift remains to be seen, but for now travelers on the red-and-white maple leaf airline can sit back, recline—if they paid for the privilege—and sip. — as O’Leary told Reuters.
