Air Canada Elevates Economy Experience With Free Alcohol Service

Air Canada has announced that economy passengers on all flights will be served complimentary beer, wine, and snacks starting this fall. The Montreal-based carrier becomes the only North American legacy airline to pour alcohol for free in economy cabins across its entire network.  

While US competitors such as American, Delta, and United only offer free drinks on flights beyond certain distances, and budget airlines like Spirit, Frontier, and JetBlue charge for alcoholic beverages, Air Canada is betting that the goodwill generated by free drinks will translate into increased customer loyalty and satisfaction.

Air Canada’s Beverage Decision

Scott O’Leary, Air Canada’s vice president of loyalty and product, explained the rationale behind the move, noting that “food and beverage tend to have a disproportionate impact on customer satisfaction,” according to Reuters. O’Leary added that waiving alcohol charges rather than reducing baggage fees provides more value for passengers — and potentially for the airline’s bottom line as well.

The carrier is also highlighting Canadian products as part of the initiative. Morning flights include complimentary oat bars from Canadian brand MadeGood. At the same time, departures from Toronto’s Billy Bishop Airport will feature ginger wellness shots from local producer Greenhouse after 10:30 a.m. Air Canada’s beverage strategy includes another unique offering by serving Heineken 0.0 onboard, making the airline the only North American carrier to offer non-alcoholic beer at cruising altitude.

The Turbulence Of In-Flight Alcohol Service

Not all aviation industry stakeholders are celebrating the announcement. Alcohol has increasingly become a source of disruptive behavior in the air, with concerning statistics showing a dramatic increase in unruly passenger incidents. The International Air Transport Association reported that the rate of disruptive passenger incidents increased to one for every 480 flights worldwide in 2023, up from one per 568 flights in 2022.

While IATA’s most recent data doesn’t specifically break down how many of these incidents involved alcohol, previous reports have indicated that over a quarter of disruptive passenger events are alcohol-related. According to Fortune, many of these incidents include passengers who consumed alcohol before even boarding their flights.

Recent incidents highlight the challenges airlines face regarding alcohol service. In multiple cases throughout 2024 and 2025, flights have been diverted due to intoxicated passengers becoming disruptive or violent. The Irish Aviation Authority reported that Dublin Airport alone has seen an 80% increase in disruptive passenger incidents in early 2025 compared to the same period in 2024, with “intoxicated onboard aircraft” being among the three most common types of incidents.

Regardless, Air Canada’s gamble is that free drinks, when managed responsibly, will enhance the travel experience and strengthen brand loyalty.

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