Princess Cruises' POURS is a refreshed signature beverage program featuring founder-led premium cocktails, wines, beers and ready-to-drink offerings, plus zero-proof and non-alcoholic options to meet guests wherever they are in the moment. "Today's travelers are looking for both elevated indulgence and mindful choices, and this program allows us to deliver both in a way that feels intentional, inclusive and truly premium," detailed Sami Kohen, Princess Cruises Vice President of Food and Beverage.
POURS' Zero-Proof Creations mindfully incorporate adaptogens, botanicals and functional ingredients to help travelers feel their best on vacation. Lime Serenity, for instance, combines Fever-Tree Lime & Yuzu Soda with lemon juice, green coconut tea, mint leaves and reishi powder, while Serene Bloom matches strawberry consommé, lemon juice and Fee Brothers Foam with rose water, butterfly pea flower extract and ginseng root powder for energy and focus.
POURS launches fleetwide this summer and replaces the former Love Line Collection.
What's Driving This Trend
- Functional Non-alcoholic Cocktails
- Demand for elevated zero-proof beverages that deliver flavor and functional benefits is creating room for novel drink formulations and premium ready-to-drink lines.
- Adaptogen-infused Hospitality Offerings
- A move toward incorporating botanicals and adaptogens into guest-facing menus signals potential for supply chains centered on functional ingredient sourcing and stability.
- Personalized Wellness Beverage Programs
- Consumers seeking tailored on-demand wellness experiences are opening possibilities for modular beverage platforms that match mood, energy and dietary preferences.
Who This Affects Most
- Cruise and Hospitality
- Curated onboard beverage programs that balance indulgence with mindfulness present opportunities to differentiate guest experiences and drive ancillary revenue.
- Food and Beverage Manufacturing
- Manufacturers capable of formulating shelf-stable, sensory-rich non-alcoholic products with functional ingredients may capture emerging retail and hospitality channels.
- Health and Wellness Tourism
- Wellness-focused travel itineraries incorporating functional drink offerings could redefine guest expectations and expand premium service tiers.
