MONTREAL, Canada: Air Canada is turning to complimentary alcohol in economy class as a way to stand out and soothe passengers who are weary of rising airline fees.

The Montreal-based carrier said it is now the only major North American legacy airline to offer free beer and wine in the back of the plane on all flights. The move comes as airlines across the region face growing pushback from passengers and lawmakers over add-on charges for everything from checked bags to seat selection.

"Food and beverage just tend to have a disproportionate impact on customer satisfaction, more than any other attribute of our products and services," Scott O'Leary, Air Canada's vice president of loyalty and product, said.

The policy shift follows a year of mounting anger on social media over so-called "junk fees." Lawmakers in Canada and the United States have aimed at airlines, including Air Canada, for extra charges in economy classes. But O'Leary stressed that baggage fees, a top passenger complaint, are unlikely to disappear.

"That's just not something that's easily waived or given to everybody without having to have some impact on ticket price," he said, noting that baggage handling costs are substantial. Free alcohol, by contrast, offers a relatively affordable way to boost goodwill.

The strategy is aimed in part at long-haul passengers connecting through Canada. Air Canada hopes the perk will set it apart on "sixth freedom" routes — flights that carry U.S. passengers to Europe or Asia via its Canadian hubs. "Our ability to offer a degree of differentiation that sets us apart from literally every other airline that we're competing with on those routes was very important to us," O'Leary said.

The policy change comes during a turbulent year for Canada's largest airline. In September, Air Canada cut its 2025 earnings outlook, warning of a C$375 million hit to operating income after labor disruptions.