An unwritten law says it’s best not to buy anything from the menu during a flight. This is mainly due to the high prices of food and drinks on airplanes. This is why Air Canada’s decision to offer free drinks is so surprising. Not only that, but the offer also includes non-alcoholic beer and some Canadian snacks. All of this has been available since September for economy class customers, including on routes to Mexico and the Caribbean. This is widely applauded, especially on long-haul flights.
Scott O’Leary: This could be a great opportunity for passengers to learn about Canadian products and also increase their loyalty to the brand
There are many aspects of this proposal that stand out, the main one being the fact that it offers free alcohol on flights. But let’s take it step by step. “As part of our commitment to improving the inflight experience, we are pleased to introduce even more exciting new options to our menus,” said Scott O’Leary, Vice President of Loyalty and Product at Air Canada. According to the vice president of loyalty and product at Air Canada, this could be a great opportunity for passengers to learn about Canadian products and also increase their loyalty to the brand. Among the snacks the airline includes are cinnamon-flavored baked oatmeal bars, hummus, cookies, maple and brown sugar oatmeal cups, and Smarties.
“These enhancements offer options for all tastes and proudly showcase Canadian brands so our customers can relax and begin their journeys”
Air Canada becomes the only North American airline to offer non-alcoholic beer on board, complementing its complimentary beer and wine offerings systemwide. “These enhancements offer options for all tastes and proudly showcase Canadian brands so our customers can relax and begin their journeys no matter where they’re going,” said O’Leary. While other airlines seek to cut costs with fares that reduce baggage allowances, meaning they pay more if they want to bring a carry-on bag, or raise flight prices even further, Air Canada is doing just the opposite.
Airline tickets aren’t usually cheap, so if a customer is rewarded with free snacks and drinks, they feel their money is well spent
Air Canada has revolutionized the market with this decision, there’s no doubt about it. “Food and beverages tend to have a disproportionate impact on customer satisfaction,” notes Scott O’Leary, and from a consumer perspective, it’s certainly true. And it’s true that there’s nothing better than a satisfied customer who returns to the airline and recommends its services. Airline tickets aren’t usually cheap, so if a customer is rewarded with free snacks and drinks, they feel their money is well spent. We’ve become accustomed to other types of airlines that don’t value their customers, and we tend to normalize these situations.
The Federal Aviation Administration (FAA) recorded more than 2,100 reports of unruly passengers in 2024
And the strategy regarding the offer is extremely carefully considered. So much so that morning flights include free oatmeal bars from the Canadian brand MadeGood, while departures from Toronto’s Billy Bishop Airport will offer ginger shots from the local brand Greenhouse starting at 10:30 a.m. Air Canada is relying on what O’Leary calls its “degree of differentiation” to help offset the financial impact the airline will suffer in 2025. It’s basically a matter of risking everything and hoping the gamble pays off.
The Federal Aviation Administration (FAA) recorded more than 2,100 reports of unruly passengers in 2024
And finally, the challenge will also come precisely from the negative consequences that serving free alcohol can bring. In the United States, the Federal Aviation Administration (FAA) recorded more than 2,100 reports of unruly passengers in 2024. Dozens of them were referred for possible criminal prosecution. This is something the company is counting on, so we may see restrictions if passengers get carried away with the open bar.
