In June 2024, Air Canada announced an exciting improvement to the economy experience. Initially this was only supposed to be offered through the end of 2024, though there’s now an exciting update, as this has been made “permanent” (I put that in quotes, because little in the airline industry actually ever ends up being forever).
In this post:
Air Canada’s improved economy experience
On a permanent basis, Air Canada is offering free beer, wine, and snacks, in economy on all domestic and transborder flights (referring to flights to and from the United States). Let me emphasize that this only applies to those markets, and flights to and from Mexico and the Caribbean continue to have these items available for purchase.
For context, prior to June 2024, Air Canada only offered complimentary non-alcoholic drinks in economy, with alcohol and snacks available for purchase. Meanwhile on long haul flights, Air Canada has long offered free beer, wine, and meals.
What kind of complimentary drinks and snacks should Air Canada economy passengers on domestic and United States flights expect?
- Complimentary beer includes Hop Valley, Creemore Springs Premium Lager, Molson Canadian, and Coors Light, and complimentary wine includes two French wines from Paul Mas
- Complimentary snacks include sweet and savory options, like buttery herb and garlic pretzels from TWIGZ, and Leclerc’s Célébration Cookie
For those who want spirits, those are available for purchase for just $5 (CAD), which is mighty reasonable. Options include Baileys Original Irish Cream, Canadian Club rye, Bacardi Superior rum, Bombay Sapphire gin, Smirnoff vodka, Tromba Tequila Blanco, or Campari.
Here’s how Scott O’Leary, Air Canada’s VP of Loyalty and Product, describes this development:
“The complimentary beer and wine offering has been a well-received addition to our in-flight service, and we’re excited to make this a permanent offering in Canada and the U.S. for every customer, regardless of their chosen fare. We’re inviting travellers to relax and unwind with a drink and enjoy their favourite movie or TV show as they look forward to the holidays, with plenty more in store over the year to come, from on-ground and in-flight upgrades to new features in our world-class Aeroplan loyalty program.”
In addition to the complimentary offerings, I think it’s worth specifically calling out how great Air Canada Bistro is, which is the carrier’s buy on board menu. The airline sells legitimately decent food, including some of the main courses you’ll find in business class. I wish more US airlines had such an impressive buy on board menu.
This is only one of the major passenger experience improvements we’re seeing at Air Canada. The airline also plans to offer fast, free Wi-Fi starting in May 2025, and this will eventually be available throughout the fleet. Between free Wi-Fi, drinks, and snacks, flying with Air Canada is becoming increasingly pleasant.
The motivation for Air Canada’s positive changes
Most airlines make significant investments in the passenger experience in premium cabins, since that’s where they’ll see the most return on those investments. In the Americas, it’s rare to see airlines investing in economy in this way, especially when it comes to soft product.
I think we’d all be shocked if American, Delta, or United, announced that they’d offer free beer and wine in domestic economy. So what’s Air Canada’s incentive to make this change, especially since the Star Alliance carrier is Canada’s only real global airline?
Keep in mind that Porter Airlines has been growing rapidly in Canada, and the airline is increasingly competing head-to-head against Air Canada. While the airline historically flew Bombardier Q400s, the airline has been adding Embraer E195-E2s to its fleet, which operate domestic and transborder flights.
One of the things that makes Porter unique is that the airline offers free beer, wine, and snacks, to all passengers (in proper glassware, to boot). So it’s pretty clear that this is a competitive response on Air Canada’s part. For that matter, Porter also offers free Wi-Fi on its jets, so Air Canada is doing the same.
I’m not suggesting that’s Air Canada’s sole motivation for adding this, but competition sure is a beautiful thing. I’d have to imagine that without Porter, Air Canada wouldn’t be elevating its experience quite this much.
Bottom line
Air Canada now offers free beer, wine, and snacks, on all domestic and transborder flights permanently (as much as that’s a thing). This is awesome for passengers, especially when combined with Air Canada soon rolling out free Wi-Fi throughout its fleet.
What do you make of Air Canada offering free alcohol and snacks in economy on more flights?
Thank you Porter (PD).
Without you this would not have happened…
You remain my first choice for intra-Canadian flights and hope you stay in business for long.
(If you were to disappear, so would the AC free beer, wine, and snacks.)
B.
Agree that the Air Canada onboard Bistro is excellent. Especially that you can pre-purchase a voucher for $11 at booking that will get you one main and two sides - and once onboard, you'll get first pick and (in most cases) get served first.
On the other hand, Air Canada will no longer allow carry-on baggage for Economy Basic fare tickets. Another example of a race to the bottom. Surely, some free booze will numb the pain of disappointment...
That was an excellent move, actually. If United's similar restriction on Basic fares are an indication, that will dramatically reduce the last-minute shuffle with overhead bags.
And you can still "carry on" an item, such as a medium-sized backpack, that fits under the seat in front. So it's simple - if you need bring larger baggage, either book into Standard Coach or pay the baggage fee. Don't be a leech.
Fewer carry-ons on board, the better. Carry-ons are source of all evil when it comes to flying.
According to the Lufthansa logic Air Canada will be bankrupt soon ;)
And apparently Lufthansa would go broke if they offered free coffee.
as soon as I saw the title for the post, I immediately thought Porter, Porter, Porter, ............
Porter's got them worried, eh?
Of course they have them worry.
Porter is far superior. Hope they keep growing.
I grew up in europe and all the airlines I flew back then offered free alcohol in all classes and on all routes.
I arrived in the US in the 1980s and was shocked that US airlines were so puritan and cheapskate.
Better than no free snacks, I guess.
It looks great and delicious.
But their flights are always delayed and their Rouge fleet, which have the worst seats in the world, is spreading to major destinations like the plague.
They are just trying to buy good PR with "free" snacks and drinks that will cost them almost nothing compared to the damage they cause to passengers.
How pathetic, everybody should avoid Air Canada by all means.
the new cabins on rouge are actually really comfortable for economy.... basically the same as American and united cabins... feels the same... knee room is also slighty improved for the cheap seats.... the economy plus is very good
100%.
This is only being done as a response to Porter, which is a far superior economy airline in every way.
This doesn't fix the fact AC will screw you over at every opportunity and that 40-50% of their flights are delayed every month (source:OAG)
Oh, Canada!
At one point Us Airways offered free beer and wine in the Shuttle Market DCA/LGA/Bos I believe