Cruise holidays in Australia are booming and the drinks industry is getting into the spirit with exclusive partnerships, special releases and themed sailings.

Australia was the world’s fourth largest cruise market in 2023, with 1.25 million passengers. According to Cruise Lines International Association (CLIA) Australasia’s 2023 Source Market Report the market penetration rate for cruising in Australia was close to 5%. Almost one in every 20 Australians took an ocean cruise, one of the highest rates in the world.

Travel Associates General Manager Rachel Kingswell said that for many luxury cruisers the food, drink and hospitality on board are among the most important considerations when booking.

“Our clients often value the experience onboard a luxury cruise as much as the destination itself,” she said.

“One of the true pleasures of experiencing a luxury cruise is that you have such easy access to some of the most incredible premium dining and entertainment. You can enjoy a high-end restaurant meal, see a Broadway quality show and then savour an evening cocktail just as you would in some of the most vibrant cities in the world.”

With passenger numbers on those cruise ships ranging into the thousands, the drinks industry is capitalising on the opportunity to raise awareness among a captive audience on holiday.

And it’s not just any audience it’s people seeking premium wine and spirits who have cash to spare during the cost-of-living crisis.

Travel Associates hosts luxury cruising event

Travel Associates recently marked the launch of luxury cruise season with an opulent transformation of Sydney’s Overseas Passenger Terminal that highlighted the premium food, cocktails and spirits offered at sea.

Among the drinks activations during the Travel Associates two-day event were a Champagne masterclass hosted by John Noble with bubbles from Regent Seven Seas Cruises, a whiskey and chocolate pairing by Scenic Eclipse hosted by GQ Australia.

On Scenic Eclipse, passengers can choose from more than 100 premium Champagne, sparkling, red, white, rosé and dessert wines, with daily selections inspired by the destinations it visits. There is even a dedicated Champagne bar on board called Lumiére. And more than 130 premium whiskies are on offer at bars throughout its ships.

Winemakers get on board

The Drinks Business reported earlier this year that wine-focused cruises were on the rise.

AmaWaterways River Cruises , Silversea, Avalon Waterways, Viking River Cruises and Oceania Cruises are some of the most active wine cruise lines and will approach winemakers to discuss partnerships.

“The corporate office arranges all of the details of getting the wine shipped, and they discuss what is expected from the winemaker on board,” says Zhivko Georgiev, a hotel manager AmaWaterways who has overseen dozens of wine cruises during his 15-year tenure with the company.

“Typically, the winemaker does one tasting seminar that discusses the wine and history of the region we’re cruising in, and another that covers their own wines. They also do a wine-pairing dinner.

“It is really pretty straightforward. But everyone seems to benefit because the winemaker, even if they’re small, will make a memorable impression on the guests. The guests love it because they get to try a lot of new wines and learn about the history of the region in a new way.”

“Delving into regional wine specialties has become an important part of how travelers experience a destination,” said Kristin Karst, co-founder and executive vice president at AmaWaterways. “A heightened wine focus enables our guests to develop a deeper and more nuanced appreciation for a country, it’s history, culture and people.”

Some cruise lines even have branded bars on board, for example, The Cellars by the Michael Mondavi Family is featured on five Norwegian ships.

According to Jeff Bond, channel sales director EMEA for Accolade Wines, cruises are a big opportunity because there “is potential for sales of exclusive parcels of luxury wines to high-net-worth individuals, something the cruise lines don’t seem to offer at this time”.

“Having seen what is on offer onboard, from fashion to Rolex watches, there is definitely a good opportunity to offer rare wines. This is something we are pursuing with the cruise operators and retailers,” he told db.

Royal Caribbean uncorks Ponting Wines partnership

Royal Caribbean International recently uncorked an exclusive cruise drinks partnership with Ponting Wines, co-founded by Ricky Ponting, one of Australia’s most celebrated cricketers.

From October 2023 to April 2024, passengers can raise a glass of Ponting’s rosé, red or white wine on two to 18-night getaways from Brisbane and Sydney.

On board Ovation, Quantum and Brilliance of the Seas, holidaymakers will be able to enjoy six of Ponting’s award-winning wines, including fan favourites Ponting First Session Adelaide Hills Sauvignon Blanc and Ponting Mowbray Boy Tasmanian Pinot Noir. The collection will be available by the bottle and the glass across all restaurants and bars, from Jamie’s Italian to Royal Caribbean’s signature steakhouse, Chops Grille, and the Vintages wine bar.

From left to right: Royal Caribbean MD Gavin Smith, Ricky Ponting, Rianna Ponting and Kathryn Lock.

Ponting said: “{My wife] Rianna and I have always shared an affinity to explore and taste wines at vineyards as we travel the world. Ponting Wines is an embodiment of our shared passion for beautiful wines and the dedication and passion that has driven me throughout my career. Sustainability is at the forefront of every decision, ensuring that all our fruit is ethically sourced from local growers in Tasmania and South Australia.

“We take great pride in our partnership with Royal Caribbean that aligns with our core values. We look forward to holidaymakers creating new memories while savouring a glass of our range of Ponting Wines.”

Royal Caribbean International director of marketing in Australia and New Zealand Kathryn Lock said” “We are delighted to unveil our exclusive partnership with Ponting Wines, raising the bar of our already extensive variety of food and beverage experiences.

“As Royal Caribbean gears up for the Australian summer season, our goal is to offer the best holidays to Australia, New Zealand and the South Pacific, which will now be enriched by the exceptional wines curated by the talented Ricky and Rianna Ponting alongside [winemaker] Ben Riggs. We strive to choose partners and products that adhere to sustainable practices and are committed to engaging local Australian suppliers.

“Through this collaboration with one of Australia’s most premium winemakers, we look forward to elevating our guests’ holidays even further. The Royal Caribbean team is celebrating this exciting partnership with a glass of Ponting’s The Pinnacle McLaren Vale Shiraz!”

Johnnie Walker joins Norwegian cruise

Last year Johnnie Walker Master Blender Emma Walker joined a sailing on Norwegian Cruise Line’s award-winning new ship, Norwegian Prima, in Northern Europe for NCL’s first-ever Johnnie Walker cruise where guests learned the history of the brand and savour the wide range of aged whiskeys.  

The Meet the Winemaker series provides wine enthusiasts and foodies of all skill levels with an exclusive opportunity to engage with winemakers and other connoisseurs through various enriching seminars and activities. The immersive programming offers guests intimate wine tastings, wine-paired dinners, interactive culinary demonstrations and meet-and-greets on board. Guests can also purchase wines on board that are otherwise only available by visiting the wineries directly. 

Harry Sommer, president and chief executive officer of Norwegian Cruise Line, said: “These unique sailings offer a rare opportunity to get one-on-one exposure to esteemed winemakers and their collection of wines, all while visiting multiple destinations and enjoying an unforgettable vacation aboard our innovative fleet.”

Liev Schreiber partners with Princess

Actor and director Liev Schreiber announced overnight that he is bringing his award-winning Sláinte Irish Whiskey to Princess Cruises, adding to the cruise line’s prestigious “Love Line Premium Liquors” collection. Guests can now enjoy this celebrated whiskey in a series of exclusive cocktails crafted specifically for Princess Cruises.

Sláinte Irish Whiskey Signature Blend is available at all bars, along with specially crafted cocktails created by Sláinte and Princess Mixologist Rob Floyd.

“Princess Cruises is known for offering its guests exceptional experiences, and I’m thrilled that Sláinte Irish Whiskey will be a part of that journey,” said Schreiber. “Joining the ‘Love Line Premium Liquors’ collection is a fantastic way to bring a piece of what I love to the open seas. We’ve crafted this whiskey with care, and I’m excited for guests to savor it as they explore the world with Princess.”

Schreiber’s Sláinte joins renowned celebrities in the “Love Line Liquors” Collection including Voli 305 Vodka by Pitbull; Melarosa Sauvignon Blanc, Red Blend and Cabernet Sauvignon by Jason Aldean; and Love Prosecco by Artist Romero Britto.

Four Pillars sails with Celebrity Cruises

A cruise drinks partnership between Four Pillars and Celebrity Cruises will include the release of a limited-edition Celebrity Cruises x Four Pillars Navy Strength Gin, as well as a new Celebrity Cruises signature cocktail available onboard Celebrity Edge.

Travellers on a six-night sailing to Tasmania, which departed Sydney on 7 March 2024 was hosted by Four Pillars Ambassador Lizzie Willans.

It marked Celebrity Cruises’ second gin-focused sailing, providing culinary-curious travellers with the opportunity to refine their palate with exclusive gin tasting and food pairing experiences designed to enhance guests’ knowledge, appreciation, and love of gin.

“We’re thrilled to be partnering with Australia’s leading craft distillery, Four Pillars for a second season, as we celebrate the upcoming debut of Celebrity Edge in local waters,” Celebrity Cruises VP/MD APAC Tim Jones, said.

“Not only will we see crowd-favourites from last year return, but we also look forward to showing our guests how more happens on the Edge, with new bespoke offerings for the culinary curious, as exciting as the diverse destinations we’re visiting.”

Four Pillars director of global travel retail David Hogan said the partnership saw Celebrity become the first cruise line to offer custom-curated Four Pillars cocktails at sea.

“We couldn’t be happier to be working with the Celebrity Cruises team again to offer a unique experience to all on board,” Hogan said.

Coopers Brews up P&O beer partnership

P&O Cruises Australia and Coopers Brewery announced a collaboration in 2022 on a special brrew called P&O Pacific Lager.

Described as pairing well with a wide range of food and good company, the limited edition P&O Pacific Lager is available for guests onboard all P&O ships.

With a mission to find a beer that encapsulated the spirit of P&O with a distinctively Pacific taste, P&O and Coopers engaged a taste testing panel comprising those who know P&O guests the best – a group of hand-selected P&O cruising enthusiasts, known as The Adventurers.

And after visiting the Coopers Brewery in South Australia and sampling a variety of brews, the lager was crowned the standout winner, and the P&O Pacific Lager was born. The resulting P&O Pacific Lager offers a refreshing citrus taste of lime and lemon, combined with subtle floral aroma notes and a clean, crisp bitterness.

“Straight away, the lager reflected that laid-back feeling you get when you’re sailing on a P&O Cruise. It’s a really refreshing beer that you can easily imagine yourself sipping by the pool, enjoying while you’re watching a show or at one of the many bars and restaurants,” said taste tester Ed Stuttard.

Coopers Brewery National Sales Manager Heath Grosvenor said it was the first time Coopers had taken to the seas, with the cruise line collaboration a first for the brewery.

“It’s been an exciting journey to partner with another great Aussie brand and at a time when cruising is well and truly back on the holiday agenda,” he said.

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