Cruisers who are also connoisseurs of high-end bourbon will be glad to know that a new partnership between Carnival Cruise Line and Jack Daniel’s is bringing a special retail offer to three of the cruise line’s ships starting in May 2025.

Thanks to a collaboration between Harding+, the cruise retail company that operates most of Carnival Cruise Line’s onboard shops, and Brown-Forman, owner of the Jack Daniel’s brand, a special 4-bottle collection of bourbon has been added to the stores on Mardi Gras, Carnival Valor, and Carnival Breeze.

The Jack Daniel’s Single Barrel Collection is an exclusive assortment that will showcase the Carnival logo on one of the bottles while the others will sport an engraving unique to each of the three ships participating in the project. Bottles with the Carnival logo will be available fleetwide.

For guests sailing on Mardi Gras, for instance, the four-bottle collection will provide them with one bottle showing the Carnival logo and three with a Mardi Gras engraving. Sales are rolling out this month across the cruise line.

An announcement on May 7, 2025 from Harding+ indicates that the partnership with Jack Daniel’s has been in the works for months.

“In October, our teams joined Carnival on a visit to the Jack Daniel’s distillery in Lynchburg, Tennessee, where together we handpicked a cask of Single Barrel bourbon. The chosen barrel was then used to fill four distinctively personalised bottles, created specifically for Carnival guests,” a statement from Harding explained.

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To get the program off the ground, a brand ambassador from Jack Daniel’s is currently onboard Mardi Gras, offering bourbon tastings where guests can learn about how the liquor is made and what makes this curated collection special.

“It’s been a real pleasure working with Carnival and Jack Daniel’s to bring this idea to life. Our guest insight shows just how valued unique offerings like this are – they help guests connect more deeply with brands they already love and take home something they can treasure long after the cruise ends,” said Linzi Walker, Chief Commercial Officer at Harding.

Harding+ is the industry’s largest retail provider, operating some 300 shops on more than 80 cruise ships from 14 cruise lines. Its stores handle 6.6 million transactions annually, a number that demonstrates the financial muscle of shipboard sales.

The Jack Daniel’s Single Barrel Collection is, at least for now, limited to three Carnival Cruise Line ships.

Mardi Gras is based at Port Canaveral and sails Eastern and Western Caribbean cruises, while Carnival Valor sails the Western Caribbean roundtrip from New Orleans, and Carnival Breeze operates from Galveston, Texas.

Are Liquor and Wine Collaborations a Growing Trend?

Marketing partnerships between cruise lines and liquor manufacturers, and winemakers are not widespread across the industry, but a few notable programs have debuted in recent years.

In 2024, Holland America Line, a sister brand to Carnival Cruise Line as both are part of Carnival Corporation, rolled out a collaboration with Buffalo Trace Distillery, a renowned Kentucky bourbon producer.

Under the program, the curated liquor was added to the line’s Ocean Bar onboard all 11 of its ships. The special bourbon was offered as long as supplies lasted since the line had just one barrel’s worth on hand.

Norwegian Cruise Line for several years, has offered its Meet the Winemakers program, where wine enthusiast cruisers can interact with top winemakers and attend wine-focused seminars.

And in 2023, Oceania Cruises introduced a rare wine collection on its ships, featuring 80 labels from top brands such as Moët & Chandon Cuvée Dom Pérignon and Château Mouton Rothschild, from France, and Ornellaia “Super Tuscan,” from Italy.

For many cruisers, choosing their shore excursions is one of the most fun tasks to complete in the run-up to embarkation day, as the anticipation of exploring port call destinations mounts.

At Carnival Cruise Line, guests booking their shore tours through the line will soon switch to a fully digital experience, as paper tickets for excursions are being phased out. The new process is still in pilot test mode following a rollout of the new platform in Australia in early 2025.

Currently, the cruise line is going paperless for some excursions in the Bahamas and Caribbean, and by mid-July 2025, all excursions from its new private destination, Celebration Key, will be digitally ticketed.

Under the new system, cruisers will check-in for their booked excursions using their Sail & Sign card — the cruise line-issued ID card guests receive at embarkation.

The line’s new platform links the card to Carnival’s HUB app, enabling guests to receive notifications from the app about excursion meeting times and locations.

It also allows guests to check the availability of shore tours and book them last minute using the app.

“Our new ticketless platform prioritizes convenience for our guests and equips our tour operator partners with better tools, making the shore excursion experience more seamless, efficient and enjoyable,” said Sam Ackrill, vice president of shore excursions for Carnival Cruise Line.

“Eliminating the need for physical tickets and streamlining the process of checking in for shore excursions will be a great benefit, but the real-time functionality that’s built into our platform will give tour operators more opportunities and guests more choices,” added Ackrill.

Operators are still being trained to use the new platform, and come July 19, 2025, when Celebration Key opens on Grand Bahama Island, all excursions from the destination will be digitally accessed.

Carnival Vista will be the line’s first ship to visit the new private destination. The port call will be made during the ship’s July 12, 2025 departure of an 8-night Southern Caribbean voyage from Port Canaveral. The ship will arrive on opening day.

Read Also: 20 Must-Know Things About The Carnival Hub App

Following the introduction of digital-ticket excursions from Celebration Key, the cruise line will expand the process to more port calls in the Bahamas, the Caribbean, and Mexico. The rollout is expected to be completed by the end of 2025.

The cruise line will then turn its attention to Alaska and Europe excursions, with the platform expected to be operational by summer 2026.

Why Some Guests Might Not Like a Ticketless Policy

One possible downside to phasing out paper tickets for shore excursions is that the new platform requires all guests who have booked shore excursions through the cruise line to use the line’s HUB app. 

While most cruise guests use the app, some might prefer to avoid it, particularly older cruisers with limited knowledge about downloading and using apps in general.

Like other cruise line apps, Carnival’s can be used for many onboard tasks, such as checking in for a cruise, making dinner reservations, booking spa appointments, and other things.

The app receives updates from time to time, increasing its usefulness to guests. In 2024, for instance, the line began using the app to issue party invitations to Diamond and Platinum loyalty club guests. 

Previously, only paper invitations were issued. In this case though, the line did not phase out the paper invites; it only uses the app to send an e-reminder to the VIP guests.

Another update in recent years improved the app’s casino section, enabling guests to track their Point and Player Bank information and learn about casino events.

The HUB app can be accessed using the ship’s WiFi, regardless of whether a guest has purchased an internet package.

Every cruise line has its strengths and weaknesses, and every cruise line does something that outshines its competitors in some way. But how much do cruise lines learn from one another?

Of course, cruise lines are aware of most public policies from their competition, but the onboard experience can be a wonderful learning opportunity. That is an opportunity that Carnival Cruise Line might be missing out on.

One interested cruise guest asked John Heald, Carnival Cruise Line’s Brand Ambassador, about such opportunities and whether or not the cruise line takes advantage of them – at least through Heald himself.

“Random thought, do you ever sail anything besides Carnival to see what others are doing?” the guest asked. “I’ve only ever sailed Carnival.”

The guest does not specify how long they have cruised with Carnival Cruise Line, nor how many ships or sailings they have experienced. It’s a great testament to the line, however, that they remain loyal just to Carnival.

Personally, I remained loyal just to Carnival Cruise Line for many years when I needed to fly to cruise homeports. The known fun aboard a Carnival ship was exactly what we wanted in our getaways, rather than risking a less-than-fun experience aboard a cruise line we didn’t know as well at that time.

As an employee of Carnival Cruise Line, Heald has obviously experienced just about everything across the Fun Ship Fleet, but what about other lines?

“Yes, I have done in the past within the corporation so cruise lines like Princess, etc.” Heald explained.

Carnival Corporation & plc is the parent company not only of Carnival Cruise Line and Princess Cruises, but also British-based line P&O Cruises, the German line AIDA Cruises, the Italian Costa Cruises, and more.

While each of the corporation’s different cruise lines do have different policies and offer different experiences for their guests, it makes sense that Heald would have traveled with other lines on occasion.

But what about cruise lines from completely different companies and corporations? That is a step Heald has never felt inclined to take.

“Honestly, I’ve never had the desire to cruise on Royal Caribbean or NCL etc.,” he said. “I know they do a wonderful job and yet I am just concentrating on what we do and trying to help as many people as I can [here].”

Could Carnival Cruise Line be missing out? Firsthand experience could show exactly what other cruise lines are doing that Carnival might consider implementing, such as changes to dining operations, new entertainment features, or onboard features and activities.

Of course, as a very recognizable figure for Carnival Cruise Line, Heald might not be the best person to assign such a role.

What Heald Will – And Won’t – Do

As Brand Ambassador, Heald’s job is to serve as an intermediary contact for guests. He represents Carnival Cruise Line – not the other brands owned by Carnival Corporation & plc – and shares information, policies, and updates to keep guests informed.

One of the biggest parts of Heald’s job is to help guests with questions, concerns, and even complaints as needed. He is open to all comments through his popular Facebook page, with more than 610,000 followers.

Each week, he answers hundreds of questions about drink packages, itinerary changes, onboard parties, special holiday menus, and much more. He also assists guests with arranging to scatter ashes, requesting mattress toppers, or requesting private tables in the dining room.

Heald has answered questions about ketchup, clarified cruising duck policies, explained why larger ships don’t have laundry rooms, and put a stop to plenty of wild and crazy rumors.

But one thing he won’t do is denigrate other cruise lines. Despite Carnival being compared to other lines many times with requests – and demands – for policy changes, Heald does not comment negatively on any other cruise line.

Furthermore, he readily admits that he does not know all the specifics of other cruise line’s policies, nor is he privy to their decision making or other insider information.

Because of that, he will not answer comparisons to other lines, but always keeps the focus on all the FUN that Carnival Cruise Line offers.

Loyalty programs can offer a lot of amazing benefits to frequent cruisers, but what about when a traveler wants to try out a new line? While status matching and trading benefits can be tempting, it isn’t always possible.

Carnival Cruise Line is one of the world’s biggest cruise lines with loyal guests all over the world, but unfortunately, it isn’t able to offer guests such a status match with other cruise lines in the same corporate family.

John Heald, Carnival’s official brand ambassador, has regularly addressed this issue, and offers insights into why a combined program isn’t possible.

“Is Carnival going to combine loyalty programs for all their brands to stay competitive with the other cruise lines that have and to upsell as the others have as well?” one guest recently asked.

It is true that a status match or combined loyalty program might tempt some guests to try out a different cruise line, especially as their travel preferences might change over the years.

For example, Carnival Cruise Line is very definitely the Fun Ship fleet, well known for a lighthearted, casual, party vibe that appeals to a more energetic crowd.

Carnival Corporation & plc, however, also owns the premium and historically rich Cunard Line. The upscale line offers more of a luxury experience with service deeply rooted in maritime traditions and a far more sedate and reserved atmosphere.

Because the lines – and others in the corporate family – are so different, however, it would be too difficult to match their loyalty programs for a shared structure.

“Please know that [at] this time there are no plans to do this,” Heald confirmed. “Each cruise line is run completely separately at different pricing with different loyalty based for us.”

It does make sense that overall pricing would make a significant difference for loyalty programs and their substantial benefits, particularly when comparing more budget-friendly lines to premium and luxury lines.

Because Carnival Corporation & plc owns so many lines, if a status match were offered between them, the corporation could lose a great deal of potential business if guests were interested in building loyalty on different lines.

Furthermore, discounts offered as benefits – complimentary wash-and-fold laundry on Carnival Cruise Line, 10% shore excursion discounts on Princess Cruises, complimentary alternative dining on Cunard Line – do cut into the company’s profits.

Just imagine the financial dent if suddenly thousands, if not tens of thousands, of new guests suddenly reached upper loyalty levels without spending any money with each particular cruise line!

And while all cruise lines appreciate and value their loyal guests, they are, after all, a business and have to keep that bottom line firmly in mind.

Why Change Cruise Lines at All?

Cruise line loyalty can be a tricky thing, especially for frequent guests. After your first cruise – if you had a good time and want to sail again – you’re very likely to go on the same cruise line. You had such a positive experience, why not?

Or your loyalty could be related to convenience, especially if your most convenient homeport is a base for just one cruise line – like how only Carnival Cruise Line sails from Jacksonville, Florida. It can be challenging to shift to a different cruise line with the added costs and hassle of airfare and other arrangements.

Over time, however, you may hear a lot of good things from other cruise lines – but do you really want to start over on a new loyalty program when you’ve already garnered benefits from one tried-and-true cruise line?

Read Also: Differences Between Major Cruise Lines – Which Is Best for You?

For guests who are close to busier cruise homeports such as PortMiami or Port Canaveral, it can be easier to switch up their cruise routine and try different lines, but hefty loyalty benefits can give anyone pause.

I have high level Carnival benefits thanks to years of only being able to reach Long Beach at a time when Carnival Cruise Line was the only company offering sailings from that homeport.

Now, I’m fortunate to live just minutes from Port Canaveral, but it has still taken quite a bit of convincing to give up priority embarkation privileges to spend more time on Royal Caribbean and Disney Cruise Line ships.

A status match or shared loyalty program would make it more tempting for many travelers to try out new cruise lines, even if it was just for a single “trial” sailing or other special offer.

Royal Caribbean Group introduced a status match program in May 2024 covering not only their namesake cruise line, but also Celebrity Cruises and the luxury line Silversea.

Unfortunately, a similar program is not likely to come to any Carnival-owned cruise lines anytime soon.

Carnival Cruise Line offers exciting Playlist Production shows featuring singers, dancers, music, special effects, and more. Many guests want to arrive early to the shows to get a good seat, but the main theater doors don’t always open early.

This can lead to late-arriving guests searching for seats and blocking the others’ views, taking away from the enjoyment of the evening’s entertainment. But is there anything the cruise line can do?

One upset traveler reached out to John Heald, Carnival Cruise Line’s brand ambassador, to explain the situation and ask about a potential solution.

“We just returned from sailing on the Paradise out of Tampa and had a wonderful time. My only complaint was they open the show 30 minutes prior to Showtime so everyone can get in and get a seat and get situated. You would think that was plenty of time for everyone to come in and sit down,” the guest explained.

“We were constantly interrupted with late arrivals coming in and trying to find seats in the dark. … Isn’t there any way that they could post someone at the doors that would turn away late arrivals?”

Carnival Paradise is homeported from Tampa, Florida and offers 4-, 5-, and 6-night itineraries to the Western Caribbean and the Bahamas, depending on the cruise length and departure date.

The ship’s two-story Normandie Main Lounge is located forward on Decks 8 (Atlantic Deck) and 9 (Promenade Deck), with entrances on both levels.

Those entrances, however, are closed off with heavy doors until just before each evening’s entertainment. This is true whether it is a production show or another popular event, such as the ever-hilarious Love and Marriage Show or the fun “Family Feud Live” gameshows.

But why aren’t the doors opened earlier so all guests can find a seat before the curtain rises? Heald offers behind-the-scenes insights that clarify the policy.

“The reason for this is because the stage is still being set,” he explained. “They only have a very limited time with previous activities taking place in the lounge and we can’t have guests in the lounge for safety reasons obviously while lighting is being set and rigging is being done.”

Because the show lounge is also used for bingo games, shore tour and shopping talks, jewelry presentations, and more, it makes sense that each activity would need its own lighting and sound setup.

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Before a big show, stage props or music setups might also need positioning.

Furthermore, crew members need sufficient time between activities to clean up the show lounge, removing any glassware, napkins, and other debris from previous activities or earlier showtimes.

During some shows, confetti or streamers may be released during finale numbers. I know from cleaning up after similar finales while working at an amusement park many years ago, this can be a real challenge to clean up quickly!

How Can Guests Get the Best Seats?

The best way to get one’s preferred seats for a show is to arrive early. Even if the doors have not yet opened to admit guests, it’s easy enough to line up and wait for the doors to open and have first pick of the seats.

That will not stop others from arriving late, however. With the house lights down, it can be hard to see where friends or family members may be sitting, or just to find seats together to enjoy the rest of the performance.

It would be impossible for Carnival Cruise Line to implement a turn-away policy, however, as many guests would be frustrated at being denied the opportunity to watch a one-night-only show. This would be especially true if they were delayed because of a previous activity or even dinner service running longer than expected.

Carnival Cruise Line has already said that requiring reservations for shows will not be an option, and other stern measures aren’t likely to be well-received.

Adding more performances could help ease the difficulty, as late arrivers could be turned away and reminded of additional available showtimes. On crowded cruise schedules, however, this isn’t always an option.

Another possibility could be to have some seating sections – such as in the back corners where fewer guests may be seated earlier – left available for late arrivals, while more prime seating is closed off. There would need to be crew members to direct guests to the appropriate section, however, which requires more staffing.