Major Airline Unveils New Free Alcohol Rule For Passengers

Air Canada is raising the bar for in-flight service, becoming the only major North American carrier to offer free beer and wine in economy class on all flights. The move comes as airlines across the continent face growing criticism from passengers over extra fees for baggage and seat selection.

Airline Offers New Perk in Economy Class

Scott O’Leary, Air Canada’s Vice President of Loyalty and Product, said the decision aims to boost customer satisfaction. “Food and beverage just tend to have a disproportionate impact on customer satisfaction, more than any other attribute of our products and services,” O’Leary explained.

Responding to Passenger Frustration

The change follows a year of public outcry on social media and criticism from lawmakers in both Canada and the United States. Many travelers have voiced frustration with added fees, which some feel take away from the flying experience.

While some airlines have reconsidered certain charges, O’Leary said waiving baggage fees is far less feasible. “That’s just not something that’s easily waived or given to everybody without having to have some impact on ticket price,” he said, adding that offering free alcohol is a more affordable way to improve the passenger experience.

Boosting International Connections

O’Leary also noted that the perk could help attract international travelers flying through Canada to other destinations. “Our ability to offer a degree of differentiation that sets us apart from literally every other airline that we’re competing with on those routes was very important to us,” he said.

Despite ongoing challenges, including a recent four-day flight attendant strike that caused a C$375 million hit to operating income, Air Canada hopes its new offering will help rebuild goodwill with passengers and strengthen its reputation worldwide.

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