Air Canada introduces free alcohol for economy class passengers: a new era of in-flight service

The Canadian carrier becomes a leader among North American airlines.

This fall, Canada’s national airline — Air Canada — unveiled an updated service format that is already being called revolutionary. Economy class passengers will now be able to enjoy complimentary beer, wine, and light snacks on all flights — both short-haul and long-haul. This makes Air Canada the first traditional North American carrier to offer this level of service without distance restrictions.

Free drinks and updated menu

Previously, similar options were available only on long-haul routes, while competitors limited them to extended flights. Other low-cost carriers still charge for any alcoholic beverages.

In addition to free alcohol, Air Canada has refreshed its onboard menu:

• in the morning, passengers are served oat bars;
• after 10:30 a.m., flights from Toronto’s Billy Bishop Airport offer ginger beverages;
• for the first time among North American airlines, non-alcoholic beer is included.

Why Air Canada is taking this step

Company representatives explain the initiative as a way to enhance comfort and customer loyalty. According to Air Canada’s Vice President of Product, food and beverages have a disproportionately large impact on the perception of flight quality. Free alcohol, the airline believes, creates a sense of hospitality and sets Air Canada apart from competitors — without compromising safety.

Rising incidents and challenges for the aviation industry

Not everyone in the aviation sector welcomes the move enthusiastically. According to the International Air Transport Association (IATA), the number of unruly passenger incidents has nearly doubled since 2017.

Finding the balance between comfort and safety

Flight attendants admit that they are often the ones who must stop excessive alcohol consumption. On the other hand, full restrictions on alcohol — as shown during the pandemic — often led to the opposite effect, with passengers drinking heavily at the airport before boarding.

This is why Air Canada is betting on responsible service: drinks are provided in reasonable quantities, and crew members receive special training to monitor and handle situations properly.

Conclusion: a strategy of trust and hospitality

Introducing free drinks in economy class is not just a marketing move, but a carefully considered part of the airline’s strategy. Air Canada expects that attention to detail will increase customer satisfaction, strengthen the brand, and create a sense of care for every passenger.

If the initiative proves successful, other airlines in the region may follow the Canadian carrier’s example. Meanwhile, travelers are already preparing to raise their glasses — even at 10,000 meters in the sky.