a table with food and drinks

Air Canada is now offering complimentary beer, wine, and snacks in economy on domestic and transborder flights, turning a temporary perk into a permanent feature.

Air Canada Offers Free Beer, Wine, And Snacks To Economy Passengers On All Flights

Air Canada has officially made free beer, wine, and premium snacks a permanent offering for its economy cabin on flights within Canada and between Canada and the U.S., Caribbean, and Mexico. Non-alcoholic beer from Heineken has also been added to the beverage line-up. The announcement marks a rare move in North America among legacy carriers. Sources say the rollout begins October 1, 2025, and replaces what had been a summer-only trial.

Previously, the drinks and snack service were available but limited to certain routes or offered temporarily. Under the new policy, passengers can expect craft beer options like Hop Valley and Creemore Springs, Canadian mainstays like Molson Canadian and Coors Light, and two French wines by Paul Mas. Complimentary snacks include Canadian selections such as TWIGZ herb & garlic pretzels and Leclerc Célébration cookies. Spirits remain for purchase at around $5 USD/CAD on eligible flights.

a cookie and a drink next to a bottle of juice — *images: Air Canada*

Generous And Smart

The cost of giving away beer and wine is relatively low compared to waiving baggage or seat fees. The optics of free alcohol carry outsized goodwill among passengers. I may be wrong, but I believe food and beverage often deliver disproportionate gains in customer satisfaction.

Competitive pressure is also real. Porter Airlines in Canada has long offered free beer and wine in economy (served in glassware), making it something of an industry benchmark. Air Canada’s move feels like a direct counter. Also, as Air Canada pushes more “sixth freedom” traffic (U.S. to Europe via Canada) enhanced economy service helps their product stand out.

Risky, But Nice

This isn’t risk-free. Alcohol service can lead to in-flight disruptions (which we will gladly cover on Live And Let’s Fly), intoxicated passengers, and higher liability. Ensuring quality control and moderating usage becomes harder with scale, making crew training and enforcement protocols all the more important.

Another issue: passengers may see this as a bundled cost. The airline must absorb the expense or risk that it simply becomes part of the fare. If they try to recoup through higher base fares, the goodwill is lost.

Even so, I applaud the move. It’s a rare feel-good enhancement in a time when most airline changes feel like cuts or surcharges. Air Canada is betting that small perks matter psychologically. If they execute it cleanly with a steady supply, no bait-and-switch, this will resonate.

It also nudges U.S. carriers to reconsider the baseline economy offering. Can you imagine Delta or United doing this? Probably not yet, but Air Canada just raised the bar on expectations.

CONCLUSION

Free beer, wine, and snacks in economy are now part of Air Canada’s permanent offering in Canada and U.S. markets. It’s a calculated bet that soft perks foster loyalty and better competes in tight markets. Success will depend on reliable execution and cost discipline (let’s see if passengers overdo it…). But for now, Air Canada passengers have something to toast, even in economy class.