Princess Cruises POURS program, a fleet-wide beverage program built around adaptogen zero-proof cocktails and celebrity-founded premium spirits.
The cruise industry just gave sober-curious travel its biggest mainstream endorsement yet — and it’s wrapped in ashwagandha, ginseng, and a cocktail menu written like a self-care checklist.
Princess Cruises launched POURS this week, a fleet-wide beverage program replacing the legacy Love Line Collection and repositioning Princess as a cruise line that takes the zero-proof moment seriously. The program, rolling out this summer, puts founder-led premium spirits and wellness-forward nonalcoholic creations on the same menu, under one identity, across every ship.
For a brand that carries “The Love Boat” in its marketing DNA, it’s a meaningful pivot. The cruise that built its reputation on indulgence is making room for intention.
What “wellness-forward” actually means on a cruise ship
The headline feature of POURS is its Zero-Proof Creations — a line of nonalcoholic drinks built around mood categories: Energize, Focus, Invigorate, Recover, Calm.
Each drink is engineered with functional ingredients. Ashwagandha powder for calm energy. Reishi mushroom powder for stress resilience. Lemon balm tincture for anxiety reduction. Ginseng root for focus. Maca root for stamina. The language is familiar to anyone who has walked into a wellness café in Venice or Williamsburg in the last five years. What’s new is the setting. These drinks are now being poured from a cocktail station on a ship in the Caribbean.
A few examples worth noting:
- Tropical Balance — pineapple, lime, ginger syrup, ginger ale, ashwagandha powder
- Serene Bloom — strawberry consommé, lemon, rose water, butterfly pea flower extract, ginseng root
- Garden Ember — cucumber juice, jalapeño-infused agave, lemon, lime & yuzu soda, maca root
- Lime Serenity — lime & yuzu soda, green coconut tea, mint, reishi powder
- Golden Orchard — green apple, lemon, yuzu, banana syrup, tarragon, Sprite, lemon balm
If you told a bartender in 2015 that a cruise ship would one day be serving reishi-spiked lime drinks categorized by mood, they would have refilled your glass and quietly recommended water. It’s 2026 now. The water is butterfly pea flower infused.
Why this matters beyond the ship
Nearly half of Gen Z and a growing share of millennial travelers now seek out nonalcoholic options actively — not as a fallback, but as a preference. The wellness beverage category has grown into one of the fastest-moving segments in hospitality, led by brands like Seedlip, Lyre’s, and Ghia. Most of that growth has lived in urban cocktail bars and direct-to-consumer retail.
Cruise lines have been late to the conversation. Not because the demand wasn’t there — cruise demographics skew older, wealthier, and increasingly health-literate — but because fleet-wide menu changes are logistically brutal. POURS signals that Princess’s operational side has caught up to what the guest side has been asking for.
“POURS is about meeting our guests wherever they are in the moment,”
Sami Kohen
Princess Cruises Vice President of Food and Beverage.
“Today’s travelers are looking for both elevated indulgence and mindful choices, and this program allows us to deliver both in a way that feels intentional, inclusive and truly premium. From impeccably crafted cocktails to thoughtfully designed wellness forward creations, every detail has been curated to enhance the experience while remaining unmistakably Princess.”
The celebrity liquor cabinet gets a boarding pass
The wellness side is the news. The spirits side is the color.
POURS folds in a celebrity-founded liquor portfolio that reads like a party you’d want to be at:
Pantalones Organic Tequila by Camila and Matthew McConaughey,
Slainte Irish Whiskey by Liev Schreiber,
Meili Vodka by Jason Momoa,
Archer Roose with Elizabeth Banks,
Hampton Water Rosé by Jon Bon Jovi and Jesse Bongiovi,
and Melorosa Wines from Jason Aldean and Kasi and Chuck Wicks.
The zero-proof side brings its own star power with Kylie Minogue’s Sparkling Rosé.
That’s a lot of famous names for one beverage menu. The honest read: Princess didn’t originate these partnerships — these brands are already in market through separate distribution deals. What Princess did was aggregate them under one program, which is a smart move for a cruise line trying to signal cultural currency without having to build proprietary credibility from scratch.
The Venn diagram of “people who watch True Detective reruns” and “people who book a balcony cabin on Star Princess” is larger than you’d think. The Pantalones tequila on board is for exactly that overlap.
Where this fits in the broader story
The sober-curious movement started as a cultural subculture. It became a product category. POURS is a signal that it’s now infrastructure. When the fleet of the world’s most iconic cruise brand rewrites its entire beverage program around adaptogens and mood-based nonalcoholic cocktails, the trend has stopped being a trend.
The program is included in Princess’s Premier and Plus packages and launches fleet-wide this summer.
For more on how functional beverages have moved into mainstream hospitality, Imbibe Magazine’s coverage of the zero-proof category is a useful read.
Mini FAQ
What is Princess Cruises POURS? POURS is Princess Cruises’ new fleet-wide signature beverage program, launching summer 2026, that unites premium spirits, wines, beers, and wellness-forward zero-proof creations under one menu identity.
What are the wellness ingredients in POURS zero-proof drinks? The Zero-Proof Creations feature adaptogens and botanicals including ashwagandha powder, reishi mushroom powder, lemon balm tincture, ginseng root, and maca root, categorized by mood cues like Energize, Focus, Invigorate, Recover, and Calm.
Which celebrity brands are on the POURS menu? POURS includes Pantalones Tequila (McConaughey), Slainte Whiskey (Schreiber), Meili Vodka (Momoa), Archer Roose (Banks), Hampton Water Rosé (Bon Jovi), Melorosa Wines (Aldean), and Kylie Minogue’s Sparkling Rosé among others.
The takeaway
Wellness at sea used to mean the spa deck. Now it means the bar, too. POURS isn’t just a menu update — it’s Princess Cruises acknowledging that the modern traveler isn’t choosing between indulgence and intention, and hasn’t been for a while.
