I just fail to see the reason why VA would do this. Although from the discussions on this thread one could think it's cost cutting measures or someone took "liberty" and had a lot of drinks. All said and done, asking premium passengers to cough up more than what they have already in $$ or taxes or points just doesn't seem fair.
Instead of asking them to pay up, the airline could offer an alternative instead of what they asked for. If giving away Ink Gin is expensive and is costing VA $$, they could offer an alternative, cheap, readily available gin or a pre-mix.
Or
After/during the usual meal service, Instead of giving away the usual menu with it's bells and whistles, the airline could pass around a "free" cheap drinks menu that can be offered for free.
There's so many ways by which VA could be doing this rather than charging
premium any customers in a silly way
I'm not trying to say that premium passengers are "special" and need to be pampered. All I'm saying is, there is a certain "thing" in flying premium, just don't make it cheap by charging for items on-board.
I wouldn't be surprised, if in the future airlines start charging for pillows and blankets