They are really taking a stand banning drink for barley an hour into the majority of their flights. Instead of been drunk at the start of the flight they will now be drunk at the end of flight.
If they were serious they would ban any alcohol been sold before 10.00 or even 12.00 but that would damage sales revenue. This way no real impact.
They may be the first budget airline to do it but they are also the carrier with a bigger problem than other budget airlines, not something to be shouting about.