Princess Cruises is rolling out POURS, a beverage program that straddles two divergent consumer trends: premium spirits partnerships and zero-proof wellness drinks. VP of Food and Beverage Sami Kohen is engineering a platform that lets guests toggle between indulgence and abstinence without sacrificing flavor or sophistication.
The spirits side leans on celebrity equity—Matthew McConaughey's Longbranch bourbon and Jon Bon Jovi's Hampton Water rosé anchor the premium tier. But the real strategic move is the zero-proof lineup, built around adaptogens and botanicals that promise functional benefits beyond hydration. Drinks like Golden Orchard (lemon balm tincture for calm) and Serene Bloom (ginseng root for energy) signal Princess isn't just swapping out the alcohol—they're repositioning nonalcoholic as performance-enhancing.
"POURS is about meeting our guests wherever they are in the moment," Kohen told the press. Translation: cruisers want options, and Princess is hedging against the sober-curious wave while keeping traditionalists happy with premium pours. The Passion Fruit Margarita (alcohol-free) and Café con Banana mocktail prove nonalcoholic doesn't mean non-premium.
This matters beyond the cruise category. Hospitality operators watching margin compression and shifting demographics need to see POURS for what it is: a scalable model for inclusive beverage programs. You're not cannibalizing alcohol sales by adding zero-proof—you're capturing a guest segment that wasn't ordering at all.
The takeaway for restaurant and hotel F&B directors is simple: your beverage program can't be an afterthought in 2025. If a cruise line—historically a bastion of all-inclusive booze packages—can build a dual-track platform with wellness credentials, land-based operators have zero excuse. The sober-curious cohort isn't a fad. It's a revenue stream, and Princess just showed you the blueprint.