NFS -
While I have nothing against the decision that the company made on this, it's interesting (and cool) that you posted the Iron City/Steelers poster.
I have always thought it would be a good and economical differentiator for an airline to feature different, regional beers, perhaps from their hub cities, in addition to a national deal. I'm sure limited exceptions could be made to exclusivity clauses in the national deal. I would imagine the smaller breweries would welcome the exposure and perhaps the states where these beers come from could even offer some incentives to the airline or the brewery for the deal (allowing the airline and the brewery to reduce the cost of the deal).
I would imagine a lot of customers in F/C would welcome the opportunity to try a brew they haven't had before. It may also spur more beer sales in coach. Though that has its plusses and minuses!
Again, nothing wrong with the choice they made, but it would be nice to see this type of inexpensive creativity take hold in this and other customer service decisions.