the Celebrity Cruises Cellarmaster Selection

Jason · October 12, 2004

Celebrity uncorks new product:

While the industry has for years competed by building bigger and bigger ships, Celebrity Cruises has begun to compete on an amenity people can also enjoy at home: wine. The Miami-based cruise line has introduced a line of proprietary wines - the Celebrity Cruises Cellarmaster Selection.

"With our Cellarmaster Selection, we have not simply placed our name on an existing wine; we have created proprietary wines that meet the same exacting standards as our food," Celebrity Vice President of Food and Beverage Operations Othmar Hehli said.

Celebrity said adult customers may buy its wines for home consumption, where permitted by state and local law, via a Web site. The company said www.celebrityvineyards.com allows consumers to preview, purchase and pay for wine, then track their orders. Customers may also order the wines via (888) 969-9463.

The company said it will offer past guests and travel agents special pricing in appreciation for their loyalty.

The first two wines, a 2002 Russian River Valley Chardonnay and a 2001 Sonoma County Cabernet Sauvignon, are to be available onboard all 10 ships in the Celebrity fleet this month, with additional products scheduled to follow shortly.

Source: Celebrity Cruise Lines