Scenic Group Launches Exclusive Wine-Themed Group Travel Program

Scenic Group has introduced a new Wine Group Program designed for wine enthusiasts and travel advisors seeking to create bespoke, wine-focused group journeys across 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,” said Ken Muskat, president of Scenic Group for the United States and Latin America.

The program caters to growing demand for culinary and wine-themed travel and offers two tiers of benefits for groups booking multiple staterooms:

Tier 1 includes a private wine tasting, an exclusive wine-pairing dinner, up to $1,000 in wine shipping credits, savings of up to $200 per person, and commissions starting at 15 percent for a minimum of eight staterooms (16 guests).

Tier 2 offers additional perks such as a private Scenic Freechoice excursion on river cruises, a complimentary host suite, accelerated tour conductor earnings, and up to $2,000 in wine shipping credits, with commissions starting at 15 percent for a minimum of 17 staterooms (34 guests).

Scenic Group has partnered with approved logistics providers to support wine shipping, ensuring smooth coordination for wineries and advisors while enhancing onboard experiences with curated wine selections.

The Wine Group Program is available for new group agreements signed between July 1, 2025, and June 30, 2026, and is open for bookings in both the U.S. and Latin American markets.

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