Scenic Group has launched a Wine Group Program designed for travel advisors and wine enthusiasts to create customized group travel experiences combining culture, gastronomy and wine. The program is available across all Scenic Luxury Cruises & Tours and Emerald Cruises & Tours itineraries, including European river cruises and yacht destinations worldwide.
“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,” said Ken Muskat, president of Scenic Group, USA/LATAM. “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 features a two-tiered structure with benefits beginning at eight staterooms or 16 guests. The first tier includes a private wine tasting, an exclusive wine pairing dinner for the group, up to $1,000 credit toward wine shipping costs, savings of $200 per person and commissions starting from 15%.
The second tier, which requires a minimum of 17 staterooms or 34 guests, offers additional benefits including a private Scenic Freechoice excursion on river cruises only. This tier also provides a complimentary Wine Host Suite in category C on river cruises, category B on Emerald Yachts and category DA on Scenic Yachts, along with accelerated tour conductor earnings. Groups at this level receive up to $2,000 credit toward wine shipping costs while maintaining the same $200 per person savings and 15% minimum commission structure as the first tier. Both tiers include private wine tastings and exclusive wine pairing dinners.
Scenic Group will provide support for wine shipping logistics through approved partners to help coordinate shipments between wineries and travel advisors. The program’s group savings and commission benefits can be combined with Scenic Select and Emerald Exclusive offers, loyalty programs and future travel credits.
The Wine Group Program is valid for new group agreements signed between July 1, 2025 and June 30, 2026.
Editor’s Note: This article was generated by AI, based on a press release distributed by Scenic Group. It was fact-checked and reviewed by a TravelAge West editor.
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