If you want to enjoy an alcoholic beverage before your flight, it may be best to avoid Alaska Airlines. At least for now.
In fact, complimentary alcohol has been missing since August 01st. Spokeswoman Ann Johnson told USA Today this was “to align the policies of Alaska and merger partner Virgin America.”
Historically, Alaska never (or rarely) offered alcohol in first class as a pre-deaprture beverage, except on flights to Hawaii (sparkling wine only). But Virgin America opened the full bar prior to takeoff. The change has irked passengers, but Johnson assures us that things will be better than before on November 1st.
In November, Alaska will offer sparkling wine to first class passengers prior to takeoff for flights departing after 10:00 A.M. Passengers on earlier flights will receive water or orange juice.
So for two-thirds of passengers, they are actually gaining access to sparkling wine at predeparture.
Until November, FAs have been advised to serve water only as a pre-departure beverage in first class. Numerous reports on Flyertalk, however, indicate that many flights, particularly those operated by ex-Virgin America crews, are offering passengers a pre-deapture beverage of choice, including a full bar service.
This inconsistent approach is sure to anger passengers, though I am amazed at how tone deaf Alaska Airlines is. First, other carriers offer a choice of pre-depature beverage in first class. Second, why not leave in place an open bar policy until the systemwide roll out of the aligned policy in November? This is a penny wise, pound foolish move…
CONCLUSION
Taking a step back, I still fail to comprehend how Alaska hopes to remain competitive with competitors, especially on transcontinental routes. Not only will Alaska offer an inferior hard product (other carriers offer lie-flat seats in the front cabin), but an inferior soft product as well? I hope Alaska will offer superior pricing or else this simply won’t work.
So is it that important to have a quick drink before takeoff? Really ? Something that only pertains to a very few people in FC. Long Haul International yes it’s a nice touch but flying from SFO to SEA your kidding. If one looks back to the origins of this practice same from the old days when there was a certain fear or uneasiness in flying.
Thankfully you noted that this issue arises from the legacy Virgin crews and not Alaska crews. Your post comes on top of many others that have posted the same issue in various form and contents.
Bottom line if someone needs a drink so bad then they can get one at one of the many bars in the airports.
Who are you to tell anyone when or and when not to have an alcoholic drink on board an aircraft. Your someone that probably is always in someones business! Good day!
Seems like I couldn’t even get a diet coke prior to takeoff on Alaska. I’ve never flown Alaska. Some days I think they seem so much better the competition. Other days I’m like “oh wow, that’s odd”.
Its not that its critically important to have the drink. Its that you’ve paid for first class and its expected. Especially if your used to pre-merger Virgin. So now its annoying that they refuse to serve it to you. Hey its a highly competitive industry and maybe someone else would like your money enough to give you the freaking drink when you ask for it. So when your a small player (as Alaska is) you need to seize every opportunity to win customers over.
This is a missed opportunity. A big miss. They are going to annoy the customers they need for zero gain.
+1. A bit surprising. Alaska normally does better than this.
While the question free drink or no drink is not that big of an issue, with each passing day, Alaska continues to dilute/ruin themselves. I did a status match earlier this year, and have yet to fly with them given all the consistent changes. For me living in Texas, the only good thing about Alaska now is booking travel on international partners, and I continue to accept my United fate.
I think this is the greater narrative and the sad story of Alaska.
Hi Matthew. I was just wondering. How many flights do you think or know you have taken on AS?? How many up front?? What problems or difficulties have you had concerning other flights you have taken??
I don’t drink alcohol on planes generally and could not care less about whether I get a glass of cheap wine before a flight. I’ve enjoyed my limited flights up front on Alaska, which are precisely five over the last few years. But while I am sipping my water, I look around and see others drinking alcohol. I also see other airlines offering it and wonder why Alaska is pinching pennies.
Funny, I fly Alaska a few times a week (earned 75k for 2019 last night) and many times in First Class. I have never received a pre-flight drink…
Until this week. First Class on an old Virgin plane. Seattle to Portland. Flight attendant took our order as others were boarding. I thought this was in preparation for the short 30 minute flight (to serve while in the air which usually happens) but a few seconds later, she came with the cocktails. Then took another round of orders while we were over Olympia.
I am still may be naïve, but having flown other carriers, I prefer Alaska for many reasons. Perfect? Nope. But much better than the rest. Agree with the “if you want a drink, head to the Alaska Board Room or Lounge or whatever first” sentiment.
Exactly. And Matthew makes AS sound like the Ryanair of domestic travel. He is young and probably hasn’t taken 25% of the flights you and I have. It is very true their domestic transcon FC doesnt cut it compared to others, but I would take a recliner with on food and wonderful service anytime over being able to lie flat for a five hour flight. I finally just gave up on Delta after 800K of REAL mileage on them, not the diluted credit card miles that are so prevalent these days and am flying AS almost exclusively now.
You and I are different. A lie-flat bed on a transcontinental flight is vital for me. I’ve flown over 1.5MN miles on United (real miles, as you put it, not credit card miles) and also held top-tier status on American and Delta. I think Alaska’s cutbacks are dreadful and its first class product a joke on these transcon flights.