by Sarah Kuta
Last updated: 2:20 PM ET, Wed October 29, 2025
Scenic Group is launching a new group program for wine lovers.
With the launch of the new Wine Group Program, travel advisors can curate bespoke group journeys that blend culture, gastronomy and world-class wine experiences across all Scenic Luxury Cruises & Tours and Emerald Cruises & Tours itineraries.
“Wine and travel have always gone hand-in-hand, and this program creates the perfect platform for groups to enjoy immersive tastings, private dining and seamless wine logistics while sailing through the world’s most celebrated regions,” says Ken Muskat, president of Scenic Group for the United States and Latin America.
He adds: “With demand for culinary- and wine-themed travel on the rise, we are thrilled to bring this program to our travel advisors, who are sourcing clients from the U.S. and Latin America sailing on our ships around the globe and offering unique opportunities for travelers to indulge in their passion for wine together.”
The program includes two tiers. Tier 1 includes a private wine tasting, an exclusive wine pairing dinner for the group, up to $1,000 in credits toward wine shipping costs, savings of up to $200 per person and commissions starting at 15 percent for a minimum of eight staterooms (16 guests).
Tier 2 includes a private wine tasting, an exclusive wine pairing dinner for the group and a private Scenic freechoice excursion on Scenic river cruises. It also includes a free wine host suite in category C suite on river cruises, category B on Emerald yachts and category DA on Scenic yachts, in addition accelerated tour conductor earnings. Guests can enjoy up to $2,000 in credits toward wine shipping costs and savings of up to $200 per person. Commissions start at 15 percent for a minimum of 17 staterooms (34 guests).
Scenic Group works with approved partners to offer support for wine shipping logistics. This ensures wineries and travel advisors can seamlessly coordinate shipments and enhance the onboard experience with curated wine selections.
The Wine Group Program is valid for new group agreements signed July 1, 2025, through June 30, 2026. Bookings are now open for both U.S. and Latin American markets.
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