When guests step aboard a Holland America Line ship, the elegant, seafaring history is instantly apparent. From the polished wood to the classic lines, there is a sophistication that have guests basking in that luxury. With its whiskey program, HAL exceeds guests’ expectations with every pour.
Cruise ship beverage programs are a big part of the overall vacation experience. It is more than picking the beverage package that maximizes the dollars spent. How and why the beverage program curates the choices on its menu says volumes about the overall cruise experience.
Holland American Line revamped its whiskey and bourbon offerings on board. At the Ocean Bar, the specialty offerings appeal to both the sophisticated drinker and the guest who craves the opportunity to explore new offerings.
During a conversation with Drew Foulk, senior manager, beverage and dining operations and innovation for Holland America Line, he explained, “HAL is always trying to create experiences on board that are elevated but also exclusive. Our guests are drawn to experiences that are unique to the HAL experience.”
The cruise brand’s single barrel program is a prime example, Foulk said, “with the single barrel program, each barrel is unique. It is like a unicorn, where they only exist in that single barrel and you only get 20 or 30 cases of it. It creates something that guests can only get that expression on our ships, and it is perfect for one of our exclusive experiences.”
When the HAL team was choosing one of these whiskeys or bourbons, they were looking specifically for a liquor with a unique character or that had a really strong characteristic that stood out. Whether the spirit was a distiller’s signature release or something that was an extension of the brand, each choice is designed to invite conversations with guests and entice them to embrace the drinking experience.
Looking at some of the onboard offerings, they blend classic, familiar releases alongside with some rising stars. Some examples are Angel’s Envy, Weller’s, and WhistlePig 15 year Rye. Additionally, HAL is highlighting a rising star in the category, Uncle Nearest.
Speaking about the Uncle Nearest, Foulk commented, “it is one of the fastest up and coming brands in whiskey. Additionally, it is the newest category recognized with the American single malt.” This Tennessee whiskey has a unique flavor profile with notes of sarsaparilla.
For Foulk, he appreciates the story behind the Uncle Nearest. Being able to bring that storytelling into the guest experience is vital to the HAL concept. Since the beverage program is about creating those moments that cannot be replicated elsewhere, it is important to be able to set the tone surrounding the entire drinking experience.
Whether guests are led through a particular tasting or enjoy the spirit in a cocktail, the bartenders invite the guests to have a conversation about the liquor. Whether it is explaining the characteristics or giving some background about the distillery, these little pieces of knowledge will create memories where people will want to sip and savor the golden liquor time and again.
As guests are invited to explore nuanced flavors and innovative concepts, the onboard offerings stay in that approachable lane. Anything that is put on the menu needs to appeal to the guests. While people are willing to push some, the core concepts need to have wide ranging appeal to the particular HAL demographic.
That reasoning is why spirits like a specialty Woodford Reserve sits alongside a Westland American Single Malt. The uber popular Woodford keeps the familiar with the twist while the Westland American Single Malt brings the Seattle distillery to a wider audience.
In addition, the Westland offering continues the beverage storyline that invites a taste of the region onboard. Given that HAL has impressive Alaskan cruise offerings, this starting point is a lovely way to balance the local with the experience. It is another chapter in the overall storytelling that the beverage program is telling.
With more and more cruise brands focusing on unique spirit offerings and curated experiences, the particular spirits, brands, and mixologists highlighted onboard give guests a glimpse into the atmosphere on board. For example, the guest who appreciates a fine single malt from an exclusive distillery is not necessarily the same person who wants the frozen cocktail made with a fruit infused vodka and Red Bull.
The Holland America Line beverage program is raising the bar with its whiskey offerings. When deciding on the next cruise vacation, the itinerary is not the only factor to weigh. The specialty beverage offerings will steer liquor connoisseurs to the sophisticated offerings waiting onboard.