Air Canada is making a bold move to stand out in the crowded skies: free beer and wine for all economy passengers. The Montreal-based carrier is now the only North American legacy airline offering complimentary alcohol at the back of the plane, a perk aimed at boosting satisfaction and filling more seats.

Scott O’Leary, Air Canada’s VP of Loyalty and Product, says it’s a strategic play:

“Food and beverage just tend to have a disproportionate impact on customer satisfaction, more than any other attribute of our products and services.”

The move comes after years of passenger frustration with mounting fees for baggage and seat selection, which drew criticism from lawmakers in both Canada and the U.S. But O’Leary stressed that baggage fees aren’t going anywhere, as they offset significant handling costs. Offering drinks, however, is a cheaper way to boost goodwill without raising ticket prices.

Air Canada is especially eyeing international travellers—so-called sixth freedom flights—where U.S. passengers connect to Europe or Asia through Canadian hubs. Free drinks, O’Leary says, give the airline a competitive edge against rivals on those long-haul routes.

The strategy comes during a turbulent year for Canada’s largest airline. Air Canada recently cut its 2025 outlook, citing labour disruptions after flight attendants staged a four-day strike in August, a move expected to cost the carrier about C$375 million in operating income.

🍷🍺 For now, though, passengers flying economy can at least toast to one thing: a glass of wine or beer, on the house.