Princess Cruises Launches POURS Collection with Founder-Led Spirits and Wellness Cocktails
Princess Cruises will launch POURS, a fleetwide signature beverage collection this summer replacing its Love Line menu with founder-led premium spirits partnerships and wellness-driven zero-proof creations featuring adaptogens. Integrated in Premier and Plus packages, the program aims to increase onboard premium spending and boost revenue per passenger.
1. Program Overview
POURS is a unified beverage program replacing the Love Line Collection, rolling out fleetwide this summer. Guests will access curated cocktails, wines, beers and nonalcoholic options under one modern menu designed for exploration and personalization.
2. Premium Spirits Partnerships
The collection features founder-led spirits partnerships including Pantalones Organic Tequila, Slainte Irish Whiskey, Meili Vodka, Archer Roose, Hampton Water Rosé and Melorosa Wines, leveraging celebrity brands to enhance perceived value and drive premium pricing.
3. Wellness-Forward Zero-Proof Creations
POURS introduces a lineup of zero-proof drinks incorporating adaptogens and botanicals—such as ashwagandha, reishi and ginseng—categorized by mood cues like Energize, Calm and Recover to appeal to health-conscious travelers.
4. Revenue Implications
Included in Premier and Plus packages across onboard venues, the program is designed to lift per-passenger beverage spend, support margin expansion and reinforce Princess Cruises’ premium positioning in the competitive cruise market.