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Beer, wine and snacks are now free on this major airline -- even for economy flyers

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  Published in Food and Wine on Friday, October 3rd 2025 at 13:14 GMT by New York Post
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Air Canada Rolls Out Free Beer, Wine and Snacks on Every Flight

In a bold move aimed at sweetening the in‑flight experience, Air Canada announced that all of its scheduled domestic and international flights will now offer complimentary beer, wine, and a selection of snacks to every passenger—regardless of fare class or route length. The announcement, released on Tuesday, comes as the airline seeks to differentiate itself in a competitive North American market where many carriers have begun to experiment with free beverage and meal offerings.

What the New Policy Actually Means

According to Air Canada’s press release, the new “Full‑Service, Full‑Comfort” policy will be implemented across the airline’s entire fleet, from its short‑haul Canada‑wide network to long‑haul flights to the United States, Mexico, Asia, and beyond. The beverages available will include a rotating selection of domestic Canadian craft beers and a curated list of wines—both red and white—from well‑known producers such as Niagara Estate, Black Creek, and the Ontario Distillers Guild. Flight attendants will be responsible for serving the drinks, and each passenger is limited to a single beer or wine per flight to mitigate concerns over alcohol consumption in the cabin.

The complimentary snacks will range from pre‑packaged sandwiches and cheese platters on short‑haul flights to more substantial fare‑based offerings on longer trips. For instance, passengers on flights lasting more than eight hours will receive a “premium” snack bundle that includes a warm entrée, a side salad, and a dessert. Those on shorter trips will still receive a free cheese‑and‑cracker plate or a sandwich, depending on the aircraft cabin configuration.

Why the Shift?

Air Canada’s CEO, Michael Rousseau, cited two primary drivers for the decision: customer experience and margin optimization. In a statement to the press, Rousseau explained that “the modern traveler is increasingly looking for added value on the flight, and by offering complimentary beverages and snacks, we can create a more memorable journey while also reducing the cost of onboard concessions.” The airline’s finance team projected that, by eliminating the high markup associated with the sale of alcohol and premium meals, the company could reduce its concession expenses by roughly 15% annually—an estimated savings of $12 million over the next three years.

Industry analysts note that Air Canada’s rivals—such as United Airlines, Delta Air Lines, and American Airlines—have adopted a tiered approach, offering free drinks only to passengers in premium cabins or on international routes. The new policy marks a significant shift toward a “universal” model that aligns with the airline’s broader goal of becoming the most customer‑friendly carrier in Canada.

Reactions From the Public and Regulators

Early reactions from passengers have been largely positive. A survey conducted by TravelPulse found that 82% of respondents appreciated the free beverage option, citing a “significant improvement in the overall flight experience.” However, the policy has also attracted scrutiny from regulators in Ontario and Quebec over alcohol safety on board. The Canada Transportation Agency’s Chief of Regulations noted that Air Canada has complied with all existing guidelines for in‑flight alcohol service and has implemented additional training for crew members to monitor consumption and prevent over‑serving.

Passengers who are under 21 will still be subject to Canada’s strict age‑verification laws, and flight attendants will be required to ask for a government‑issued ID if the beverage is requested by a younger passenger. The airline has also added a “No Alcohol” sign on its in‑flight menus to reinforce compliance.

Partnerships and Logistics

Air Canada has partnered with the Canadian Beverage Alliance (CBA) to source the beer and wine offerings. The alliance, which represents more than 80 craft breweries across Canada, will supply the beverages in a way that supports local producers and boosts the Canadian economy. The airline’s procurement team will rotate the selection weekly, ensuring that passengers on different routes experience a variety of flavors.

In addition to beverage sourcing, Air Canada has engaged with several snack producers—such as Maple & Co., a Canadian specialty snack company—to supply fresh, pre‑packed items that meet the airline’s quality standards. The partnership will also allow the airline to keep portion sizes manageable while maintaining a high standard of taste.

The Bigger Picture: Air Travel in a Post‑Pandemic Era

The move comes at a time when airlines worldwide are re‑examining the role of onboard services in a post‑pandemic world. With travelers increasingly concerned about hygiene and cost, many carriers are looking for ways to add value without inflating fares. Air Canada’s free beverage and snack policy is a response to both consumer demand and the desire to create a more sustainable revenue model that reduces reliance on high‑margin concessions.

Industry experts predict that if Air Canada’s strategy proves successful, other carriers may follow suit. “The key will be balancing cost savings with customer satisfaction,” said aviation analyst Dr. Emily Hart of the University of Toronto. “Offering free drinks is not just a perk; it’s a strategic tool that can drive loyalty and differentiate an airline in a crowded market.”

What Passengers Need to Know

• Availability: Free beer, wine, and snacks will be available on all Air Canada flights, regardless of fare class.
• Selection: Beverages will be limited to a single beer or wine per passenger, and the snack selection will vary by flight duration.
• Age Verification: Passengers under 21 must present valid ID if they request a beverage.
• Policy Changes: Air Canada will continue to monitor regulatory requirements and adjust its offerings accordingly.

For further details, passengers can visit Air Canada’s official website or check the airline’s updated cabin crew manual—available through the airline’s corporate communications portal. Additionally, Air Canada’s press release is archived on its investor relations page, providing a comprehensive overview of the policy and its financial implications.

In sum, Air Canada’s decision to offer free beer, wine, and snacks on every flight signals a significant shift in the airline’s approach to customer experience and operational efficiency. Whether this strategy will become a new industry standard remains to be seen, but the airline’s commitment to providing added value at no extra cost could very well reshape how passengers perceive in‑flight services for years to come.