I travelled first class with LNER in the summer and was amazed at just how much booze they gave away. As someone who works in an industry where we count every half penny, I couldn't believe the decadence - especially as I'd upgraded for about £30.
Leaving Edinburgh, the stewardess was handing out two bottles of double gins without even asking. They ran out after Newcastle but told us to wait until after York, as they were getting restocked. Sure enough, it flowed again after York!
As a customer it was great. Everyone was either sloshed or going home with a stack of miniatures in their pockets (someone at the next table even left with three quarters of a bottle of wine!), but I can't see how it's sustainable. Every other ToC is cutting back or getting rid of catering all together, but these guys are just doling it out. I don't know if that's the standard, or just the staff trying to be extra nice, but I couldn't help but think it was a bit irresponsible and that they're probably doing themselves out of a job one day, as no accountant at my company would stand for that. As a Government owned company, I am sure it'd get DOGE'd or subcontracted sooner rather than later.