Free booze in economy class? No problem: This is the only North American airline not charging for beer and wine

Travelers have become used to paying more to fly in recent years, both in the price of flights and through ever-increasing add-ons. However, one North American airline is standing out by giving a little back, serving passengers free beer and wine even in economy class.

You may have guessed from the term “North American” that the airline is not from the United States but from Canada. Air Canada, based in Montreal, has faced criticism for charging fees for extra baggage and extra legroom, but the airline is now hoping to win back passengers with this unique initiative.

Why Air Canada chose free drinks over fee waivers

Scott O’Leary, Air Canada’s vice president of loyalty and product, explained that there were two main reasons the airline decided to offer free alcohol rather than removing fees.

“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 said.

He added that providing complimentary drinks would have a smaller impact on seat prices than cutting or waiving baggage fees. “That’s just not something that’s easily waived or given to everybody without having to have some impact on ticket price.”

A gamble to recover from financial losses

Air Canada is banking on what O’Leary calls their “degree of differentiation” to help offset a financial hit the airline is taking in 2025. Labor disruptions, including a four-day staff strike in August, have caused the company’s core profit for the year to fall by approximately $270 million from initial expectations.

Offering free alcohol is a gamble, but one Air Canada clearly believes is worth taking.

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