Gnista selected for the first-ever global alcohol-free program by Princess Cruises
2025
Gnista Spirits, Sweden’s leading innovator in premium non-alcoholic spirits, has been chosen as one of the exclusive brands to be featured in the new Princess Cruises Zero Alcohol Program, launching Winter 2025-26. This marks a major milestone both for Gnista and for the rapidly growing alcohol-free drinks category worldwide.
Princess Cruises part of Carnival Corporation operates 15 ships (expanding to 16 this year), each hosting 15–20 bars and more than 10 restaurants, serving a massive 17.5 million passengers annually. With the introduction of the Amore Princess Zero Alcohol Collection, the cruise line becomes the first major global operator to launch a dedicated, standalone non-alcoholic bar menu.
“The collection reimagines what non-alcoholic drinks can be delicious, sophisticated, and celebratory,” says Sami Kohen, Vice President of Food and Beverage for Princess Cruises.
A major win for Sweden’s non-alcoholic innovation
Gnista’s founder and CEO, Erika Eklundh, celebrates this milestone as a turning point for the brand:
“This is a true feather in the hat! For almost six years I’ve worked hard to create the most complex and sip-friendly alcohol-free liquids drinks. They appeal even to those who enjoy strong, challenging alcoholic flavours. Having the Pink Ginista and Red Italian selected by Princess Cruises is massive for visibility and will significantly impact our growth. This gives us even more momentum to challenge the alcohol-free industry and push boundaries.”
Part of the premium passenger experience
The rollout begins winter 2025, with Gnista included in Princess Cruises’ Premium Bundle a package purchased by nearly 70% of passengers before boarding, offering unlimited alcohol-free cocktails and glasses of Gnista Red Italian throughout their cruise.
“Princess conservatively expects demand to reach hundreds of thousands of alcohol-free cocktails annually,” says Esther Carranza, who leads the program implementation.
Travel retail opportunities across the Carnival Group
This partnership also strengthens Gnista’s presence in global travel retail, as Carnival Corporation owns 11 cruise lines, including Holland America Line and Carnival Cruise Line. This significantly increases the likelihood of expanded listings across international fleets.
With this collaboration, Gnista continues to position Sweden as a leader in the premium alcohol-free beverage movement, delivering complex, bold, and sophisticated non-alcoholic drinks to travelers worldwide.
Visit our FAQ for answers to common questions about alcohol-free wine alternatives, non-alcoholic spirits and more.
