Air Canada expands complimentary food and drink service amid industry competition

Porter Airlines, another Canadian carrier that started as a regional boutique airline but has since expanded nationally, has long offered free beer and wine along with premium snacks from Canadian producers. Their options include Jackson-Triggs wine from Ontario, Moosehead Canadian Lager from New Brunswick, and Hardbite kettle chips from British Columbia. In response to Air Canada's move, Porter posted on Instagram: "Hello Air Canada, our beloved competitor. We've noticed you recently started offering free beer, wine & snacks everywhere we fly — just like Porter always has," adding: "Cheers to joining us, as our passengers actually enjoy economy. It's pretty nice up there."

Porter operates flights within Canada as well as to the U.S., Mexico, Costa Rica, and the Caribbean. Last month it partnered with American Airlines so AAdvantage members can earn miles and loyalty points when flying Porter.

O'Leary described Air Canada's changes as part of efforts "to elevating the onboard experience." In a release announcing the upgrade he added: "These upgrades offer something for everyone and proudly showcase Canadian brands so that our customers can sit back, relax and kick-start their travels no matter where they're going."

On morning flights before 10 a.m., travelers are served MadeGood Mornings Cinnamon Bun Soft Baked Oat Bars (from a Canadian company), TWIGZ Craft Pretzels (Alberta), Leclerc's Celebration cookies (Quebec), Greenhouse ginger wellness shots (part of premium snack baskets), Summer Fresh hummus with crackers (bistro menu), among other locally produced items.

Passengers can choose drinks such as Creemore Springs Premium Lager or Molson Canadian—both brewed in Ontario—or opt for nonalcoholic Heineken 0.0 beer. According to Air Canada it is currently the only North American airline serving nonalcoholic beer onboard.

For wine selections there are French reds and dry whites by Paul Mas. On international routes meals range from red Thai chicken with rice to chicken cacciatore with roasted potatoes; Signature class offers four-course meals including dishes like roasted salmon in teriyaki sauce or butter chicken with basmati rice.

Air Canada belongs to Star Alliance alongside United Airlines. The airline recently switched its Aeroplan program qualification criteria for elite status to a revenue-based model; members now earn one Aeroplan point per Canadian dollar spent on base fares—approximately 72 cents USD per point earned.

The introduction of these menu updates follows significant operational disruptions caused by a major strike earlier this year that led Air Canada to cancel thousands of flights before reaching an agreement with its flight attendants’ union in August.