Scenic Group Launches Wine-Themed Group Amenity Program

Scenic Group is launching an all-new wine-themed group amenity program, that rewards group bookings with wine-themed perks such as private tastings and wine pairings (plus bonus commissions for advisors). The program is available on both Scenic river and yacht sailings, as well as Emerald Cruises river and yacht sailings.  

“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.”

Additionally, to simplify planning, Scenic Group will offer support for wine shipping logistics with approved partners. This ensures wineries and travel advisors can seamlessly coordinate shipments of wine to enhance the onboard experience.

The program offers two tiers of benefits, depending on how big the group is. Groups as small as eight staterooms (16 guests) qualify.

Tier 1 (8 staterooms / 16 guests minimum):

• Private wine tasting
• 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%

Tier 2 (17 staterooms / 34 guests minimum):

• Private wine tasting
• Wine pairing dinner for the group
• Private Scenic Freechoice excursion (on Scenic river cruise only)
• A complimentary wine host suite: Category C suite on river cruises, Category B on Emerald Yachts, and category DA on Scenic Yachts, in addition to accelerated tour conductor earnings
• Up to $2,000 credit toward wine shipping costs
• Savings of $200 per person and commissions starting from 15%

Group savings and commission benefits are combinable with Scenic Select and Emerald Exclusive offers, loyalty programs, and future travel credits. The Wine Group Program is valid for new group agreements signed from July 1, 2025, through June 30, 2026.