Travel Weekly....

Carnival CEO Brings Passion for Wine to Event on the Liberty

Bob Dickenson is a man on a mission. "Our goal," he said, "is to make wine the beer of tomorrow."

An unusual goal for a cruise executive, perhaps, but anyone who has spent time with the colorful CEO of Carnival Cruise Lines knows about Dickinson's passion for wine. His personal wine cellar contains more than 20,000 bottles. He received the Collector of the Year award in 2003 from Napa's COPIA: The American Center for Wine, Food and the Arts. Dickinson, in other words, is the man reaching for a glass of 1982 Chateau Lafite-Rothschild while the rest of us are reaching for a Sam Adams.

And so the quest--aimed partly at those of us who know a red vs. a white but don't always distinguish between a Latour of France vs. the Tour de France--is somewhat of a personal one for Dickinson.

But no matter. If three decades of selling cruises is any indication, Dickinson is patient about what he does.

His quest to convert some of the beer drinkers of Carnival into wine sippers of Carnival went into full force in early 2005 with the creation of the Presidential Wine Club. Membership in the club is primarily being marketed to past Carnival passengers, but it's open to anyone with an interest in wine.

Members receive two bottles of wine a month from a selection that has been tasted and approved by Dickinson.

The cost is $39.99 per month for two bottles, plus $9.99 for shipping and handling.

"With the wine club, we are doing for wine what Carnival did for the cruise experience--demystifying it," Dickinson said. "The enjoyment of wine often is perceived as elitist, just as cruising used to be.”

The first year of the club culminated in the first Carnival Wine Cruise, which set sail on the Carnival Liberty. The Liberty, a 2,974-passenger ship, carried about 20,000 bottles of wine on its seven-day wine cruise. The ship goes through approximately 5,000 bottles on a normal cruise.

Dickinson is obviously serious about wine, but there was some question about whether his passion and presence could make for a "first-growth" event with typical Carnival passengers.

The answer was a resounding "Bottoms up."

Cruising with wine (and Bob)

About 250 wine enthusiasts made up the group aboard the Carnival Liberty. One of the highlights for many participants was Dickinson’s presence and accessibility during most of the events. He enjoys talking about wine with others.

Participants of the Wine Club Cruise agreed that, along with the various tastings, a lively Q&A session with Dickinson was a highlight.

The Carnival CEO, who had just returned from a tasting dinner with wine critic, Robert Parker, said, “Wine is just bloody fun and it’s healthy,” and quipped, “Have you ever heard of a wine belly?”

Another standing-room-only event was hosted by Don Restivo of Riedel Crystal USA. (Riedel is the maker of lead-crystal wine glasses that cost upwards of $70 apiece).

Restivo guided participants through a tasting that showed how the shape and quality of stemware can make a difference in the wine-drinking experience from smell and taste to the sound of crystal glasses clinking in a toast.

Other highlights of the cruise included several varied tastings by Steve “The Wine Guy” Hosmer (a regional education director for Allied Domecq’s Academy of Wine); a sponsor’s dinner with a dozen wines poured by Allied Domecq representatives; a champagne tasting hosted by sparkling wine producer Domaine Carneros; and a review of Spanish varietals.

At the Grand Tasting, more than 50 wines and champagnes were available for tasting.

Building on Success

The initial wine cruise was so well-received that plans are being made to hold another one on Dec. 3 on the Carnival Valor. Attendance (and travel agent bookings) are expected to increase two-fold--Carnival plans to cap attendees at about 500.

When Dickinson asked participants if they would go on another wine-themed cruise, the group responded with a resounding yes, perhaps an indication that there will be lots of repeat passengers for the second wine cruise .

Many told Dickinson that his accessibility and the ability for passengers to “have a glass of wine with Bob” made the event successful.

Dickinson stressed during the cruise that food and wine pairings were important--and fun. During the Q&A session, he provided lots of examples of pairings that he enjoys, like matching a nice cut of beef with Legacy, a California cabernet that sold for $50 on the ship.

This emphasis on food was also apparent with the presence of Georges Blanc on the Wine Club Cruise. Blanc, who operates six restaurants in his native France, recently created “Signature Selections” for the menus aboard Carnival ships.

Among the vintages available onboard were Dom Perignon 1996 ($169), Grgich Hills Chardonnay ($59), Beringer Private Reserve Cabernet Sauvignon 1998 ($120).

Separate lists for world-class white and red wines ($400 or more per bottle) gave passengers the opportunity to splurge.

“Beer is like a birthright to Americans, while people who drink fine wines account for less than 10% of the population," said Dickinson.

“Carnival carried more than 3.3 million guests in 2005, and I think we can reach a lot of those with our message.”