100% behind BA charging for alcoholic drinks as a starter. I know some people really look forward to their complimentary bottle(s) of wine or their triple G & T, but it only makes sense that passengers pay for that additional (luxury) level of service.

It's not useful to compare BA to low cost carriers because BA's structure is very different, not least because of the range of aircraft they operate. Serving a full 767 to AMS with 'pay on board' products is probably logistically not possible unless they are prepared to significantly increase their crew complements and staff costs. The A321 is very similar. The 'buy on board' is probably workable for LGW to trial with just A319 and A320 aircraft similar to Easyjet.

What BA should consider is a common sense approach and maybe revise their catering bands accordingly. I love the BA domestic hot breakfast to Scotland but it is not really necessary nowadays given the outlet choice at T5. Similarly, I won't collapse if I don't get a packet of crisps and a free beer on a LHR-CDG. If I'm going to Athens, however, a decent on board service really adds value.

Example: Shorthaul services over 3 hours include catering. Domestic and EU hops (AMS, BRU, CDG) include free tea or coffee and all other flights in between include buy on board/free tea or coffee.

Let's not pin BA's overall quality on whether they offer a sandwich or not. I would still fly BA over Ryanair any day and offering me no free alcohol on a European flight won't change that.