This summer, Princess Cruises—one of the world’s leading cruise lines—will debut its first dedicated alcohol-free drinks program. On board for this pioneering voyage is Sweden’s Gnista Spirits, a rising star in the premium no- and low-alcohol space.
Part of the newly launched “Amore Princess Zero Alcohol Collection,” Gnista’s inclusion signals more than just a menu upgrade—it highlights the powerful role of thoughtful collaborations in elevating emerging brands to global stages.
For Gnista, this moment is a testament to the value of strategic partnerships. Since launching in 2019, the boutique brand from Malmö has crafted bold, complex non-alcoholic alternatives served at Michelin-starred restaurants and leading bars in 11 countries. Now, aboard one of the world’s most recognized cruise lines, Gnista’s distinct range of Scandinavian spirits and red wine proxies will be introduced to new palates across continents.
“This is a true feather in the hat!” said Erika Eklundh, Founder and CEO of Gnista Spirits. “Getting Pink Ginista and Red Italian selected by Princess is massive. So many folks will get to enjoy our unique and delicious flavors, which will naturally open new doors and allow us to continue to inspire and push boundaries.”
Set to roll out across seven ships cruising the Americas and Caribbean in summer 2025, Gnista’s offerings will be featured in the premium beverage bundle—an upgrade selected by the majority of passengers prior to boarding. The Pink Ginista and Red Italian will be served neat or mixed into signature cocktails by celebrated mixologists Marc Alvares, Lynette Marrero, and Vijay Mudaliar.
Getting Pink Ginista and Red Italian selected by Princess is massive. So many folks will get to enjoy our unique and delicious flavors, which will naturally open new doors and allow us to continue to inspire and push boundaries.
Erika Eklundh, Founder and Chief Executive Officer of Gnista Spirits
The partnership underscores a growing trend: boutique and heritage brands are increasingly joining forces to bring fresh, elevated experiences to global consumers. When thoughtful design meets global distribution, the result is more than just exposure—it’s a shared evolution, where customers benefit from the convergence of craftsmanship and reach.
In a world where provenance, innovation, and authenticity are prized, collaborations like this demonstrate how new and established brands can grow together—and in doing so, raise the bar for everyone.
For Gnista, it’s another step toward becoming not just a Swedish pioneer in the alcohol-free movement, but a global symbol of what premium, mindful drinking can look like.
