Air Canada woos flyers with free beer and wine in economy

Montreal-based Air Canada gives economy flyers free beer, wine and Canadian snacks on every route, aiming to attract U.S. travelers connecting through Canada. MONTREAL — Free drinks in the back of the plane? Air Canada is betting that complimentary beer and wine, along with a buffet of home-grown snacks, will persuade more leisure travelers to route their transatlantic and transpacific trips through its Montreal, Toronto and Vancouver hubs.

Air Canada breaks from the North American pack

When the program goes into effect later this fall, Air Canada will become the only traditional North American carrier offering no-charge alcoholic beverages in economy on every flight, whether the journey is a short hop to Toronto or a long haul to Tokyo. U.S. majors—American, Delta and United—still limit free beer and wine to certain long-distance or premium-cabin itineraries, while ultra-low-cost rivals such as Spirit and Frontier sell alcohol à la carte. Scott O’Leary, vice president of loyalty and product, said the decision is rooted in customer research showing food and drink “carry outsized weight in overall trip satisfaction.” “These upgrades offer something for everyone,” O’Leary said in a prepared statement.

What flyers can expect on board

• Beer and wine poured free of charge for every economy passenger, no matter the route length.
• Non-alcoholic Heineken 0.0 for guests steering clear of booze.
• Morning departures—defined as flights pushing back before 10 a.m.—receive MadeGood Mornings Cinnamon Bun Soft-Baked Oat Bars and Greenhouse Ginger Defence wellness shots.
• Later flights feature a rotating roster of Canadian-made nibbles such as Summer Fresh Hummus & Crackers, Quaker Maple & Brown Sugar Oatmeal Cups, TWIGZ Sour Cream & Onion Pretzels and the iconic chocolate-coated Smarties.

Why free drinks make financial sense

Airlines worldwide have wrestled with how to boost revenue without alienating customers. Baggage charges, seat-selection fees and buy-on-board meals have all multiplied during the past decade, but travelers still bristle at every add-on. Air Canada’s commercial team concluded that waiving alcohol costs is relatively inexpensive compared with scrapping fees that cover concrete handling expenses such as luggage. A complimentary drink, by contrast, is a predictable cost that can be averaged across fares without blowing up the budget.

Targeting the lucrative U.S. transfer market

One strategic goal is to lure Americans who might otherwise connect through New York or Chicago to Europe or Asia. By dangling a little extra hospitality—along with the competitive fares often seen on “fifth-freedom” trans-Canada routings—Air Canada hopes more passengers will choose a northern detour. The carrier already operates dense banks of flights that allow one-stop itineraries from dozens of U.S. cities to London, Paris, Seoul and beyond.

Canadian flavors take center stage

From maple-tinged oatmeal cups to TWIGZ pretzels blended with sour cream and onion seasoning, the new snack lineup doubles as a culinary postcard. Air Canada said it deliberately spotlighted domestic brands to “introduce the world to contemporary Canadian tastes” while giving local producers high-visibility shelf space at 35,000 feet.

How the amenity compares worldwide

Complimentary beer and wine in economy are commonplace on many Asian and European flag carriers, but they vanished from most U.S. cabins after the 2001 industry downturn—and never returned except on select transoceanic routes. Air Canada’s move positions it closer to the service standards of airlines such as Lufthansa, Qatar Airways or Singapore Airlines, all of which still pour free drinks in the cheap seats.

Tips for Travelers

1. Check your connection time. If you are booking through Montreal, Toronto or Vancouver, ensure at least a 90-minute window for U.S. pre-clearance formalities.
2. Mind the morning cutoff. Looking forward to a craft brew with breakfast? Alcoholic service onboard starts at 10 a.m. local departure time; pre-10 a.m. flights stick to juice, coffee and the wellness shot.
3. Stash a reusable bottle. Complimentary liquor doesn’t include bottled water, so fill up post-security.
4. Use points for upgrades. While economy now comes with perks, premium economy and business class include a broader bar menu and multicourse meals; Aeroplan miles can reduce the cash outlay.
5. Check customs allowances. If you buy duty-free spirits on board, remember individual country limits when connecting.

FAQ: Free beer and wine on Air Canada

Does every economy passenger qualify?

Yes. The policy applies to all fares, including Basic Economy.

Is there a drink limit?

Flight attendants follow Transport Canada’s standard intoxication guidelines but no exact cap was announced. Expect a courteous “one drink at a time” policy.

When will the rollout begin?

Air Canada has signaled a fall 2025 launch. Specific start dates per route are still [Not specified in release].

Can I request specific wine labels?

Selections rotate seasonally. The airline has yet to publish the fall roster, though past premium-cabin lists included Canadian vintners from British Columbia’s Okanagan Valley.

Will other North American carriers follow?

Airline analysts note that matching the perk system-wide would cost U.S. majors millions annually. For now, expect competitors to watch the load-factor impact before making any moves.

While the price of jet fuel may fluctuate, the gesture of a complimentary drink remains one of the simplest ways to make a cramped seat feel a little more welcoming. Travelers weighing their options for next year’s vacation might discover that a cold Canadian brew at cruising altitude is worth a short detour through Montreal.

— as O’Leary said in a prepared statement.