Calling it a “club with a mission,” Carnival Cruise Lines has launched the Presidential Wine Club, the cruise industry’s first affinity group…
Calling it a “club with a mission,” Carnival Cruise Lines has launched the Presidential Wine Club, the cruise industry’s first affinity group for people interested in wine. Members will receive two bottles of select boutique wines each month, and have access to an on-line wine information and communication resource.
All wines featured in club mailings are tasted and approved by Bob Dickinson, president and CEO of Carnival Cruise Lines, a noted wine collector and unabashed oenophile, or wine connoisseur. Many of the wines come from small, boutique wineries located in the world’s great wine regions of California, France, Italy, Spain, Chile, Argentina and Australia.
Among the Dickinson Selection wines that members can expect to receive are Merryvale Starmon Sauvignon Blanc 2003, Napa, Calif.; St. Supery Cabernet 2000, Napa, Calif.; Pirramimma Shiraz, McClaren Vale 2001, Australia; Tasman Bay Nelson Sauvignon Blanc 2004, New Zealand, and Oriel Courant Cote du Rhone 2003, France.
“With the Presidential Wine Club, we are doing for wine what Carnival did for the cruise experience — demystifying it,” said Dickinson. “The enjoyment of wine often is perceived as elitist, just as cruising used to be. We are making wine accessible to those who might otherwise be intimidated by the idea of fine vintages.”
While membership will be primarily marketed to Carnival Cruise Lines past guests, anyone with an interest in wine may join. The cost is $39.99 per month for two bottles, plus $9.99 shipping and handling. There is no contract and membership can be discontinued at any time without penalty.
Dickinson says the club’s mission is to educate people about the enjoyment and health benefits of wine. The club’s Web site functions as a wine information resource and has interactive message boards for members to trade opinions about wine and a monthly “Ask Bob” column by the cruise line’s president.
Additional member benefits include opportunities to participate in annual Presidential Wine Club cruises featuring wine tastings, food pairings and sessions with wine makers and other wine experts. Members also qualify for discounts on special wine purchases and wine-related products and accessories sold through the Web site.
Current plans for the club include making select Presidential Wine Club vintages available at designated bars on all Carnival ships. According to Dickinson, this will provide guests an opportunity to taste some of the club wines before becoming a member
“Our goal is to make wine the beer of tomorrow,” said Dickinson. “Beer is like a birthright to Americans, while people who drink fine wines account for less than 10 percent of the population. Carnival is set to carry 3.3 million guests in 2005, and I think we can reach a lot of those folks with our message.”
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