The rise of zero-proof cocktails has gone from novelty to mainstream, and the cruise industry is catching up fast. While some suggest this is a Millennial or Gen Z trend - I'm solidly in my late 40s, and I love the variety of non-alcoholic options available on sea as well as land today. Princess Cruises continues to lean in on this, announcing an extension to their efforts to improve the availability of low and zero-proof cocktails last year with this new fleetwide beverage program called POURS launching this summer, and puts wellness-forward mocktails on equal footing with the cruise line's celebrity-brand spirits.
POURS replaces the cruise line's former Love Line Collection and pulls cocktails, wines, beers, and nonalcoholic options under one cohesive identity. The real news, though, is the Zero-Proof & Nonalcoholic side of the program, which brings adaptogens, functional ingredients, and serious mixology technique to drinks that happen to have no alcohol in them.
There's nothing wrong with a great cocktail that has alcohol in it. But there's also something genuinely good about enjoying a well-made drink without the buzz, the calorie hit, or the next-morning headache - especially on vacation, when the point is to feel better, not just different. POURS is built around that idea rather than treating alcohol-free as an afterthought, and it's a meaningful upgrade on what most cruise lines have historically put on their mocktail menus.
Wellness-Forward Mocktails, Not Just Virgin Versions
The headline piece of POURS is its lineup of wellness-forward zero-proof creations built around five mood cues: Energize, Focus, Invigorate, Recover, and Calm. These aren't alcohol-free versions of existing cocktails - they're drinks designed from the ingredient list up to support how guests want to feel. Each one incorporates adaptogens and functional botanicals:
- Ashwagandha powder for calm energy
- Reishi mushroom powder for stress resilience
- Lemon balm tincture for anxiety reduction
- Ginseng root for energy and focus
- Maca root for stamina and hormonal balance
Five signature creations launch with the menu: Golden Orchard (green apple, yuzu, banana syrup, lemon balm tincture, Sprite), Serene Bloom (strawberry consommé, rose water, butterfly pea flower, ginseng root), Tropical Balance (pineapple, ginger, ashwagandha), Lime Serenity (Fever-Tree Lime & Yuzu, green coconut tea, mint, reishi), and Garden Ember (cucumber, jalapeño-infused agave, Fever-Tree Lime & Yuzu, maca root). Alongside those, Princess Cruises is adding a more classic nonalcoholic cocktail lineup built on Lyre's Blanco Agave as the spirit substitute - including a Passion Fruit Margarita, Tropical Margarita, Ambar Maria, and a Café con Banana made with Lavazza espresso.
The Traditional Cocktails Get a Refresh Too
The Spirits side of POURS continues Princess Cruises' celebrity-brand partnerships, with cocktails, wines, beers, and ready-to-drink options that include Pantalones Organic Tequila (Matthew McConaughey and Camila Alves McConaughey), Slainte Irish Whiskey (Liev Schreiber), Meili Vodka (Jason Momoa), Archer Roose (Elizabeth Banks), Hampton Water Rosé (Jon Bon Jovi and Jesse Bongiovi), and Melorosa Wines (Jason Aldean, Kasi Wicks, and Chuck Wicks). On the zero-proof side, Kylie Minogue's Sparkling Rosé also makes its way onto the menu.
A Trend Princess Cruises Isn't Chasing - It's Driving!
POURS lands in the middle of a sustained cultural shift. About a quarter of US consumers now regularly choose nonalcoholic options for reasons ranging from sober curiosity to health goals to simply wanting to feel better the next day. The no- and low-alcohol beverage market is projected to grow from roughly $298 billion in 2024 to $457 billion by 2030, and functional beverages featuring adaptogens are one of the fastest-growing categories inside that space.
Cruise lines have been responding. Carnival Cruise Line launched its Cheers! Zero Proof package in September 2025, covering mocktails, alcohol-free beer and sparkling wine, premium coffees and teas, and more across its fleet. What sets POURS apart is the functional ingredient layer - most competing programs lean on flavor substitution, while Princess Cruises is building its zero-proof menu around ingredients meant to do something for how guests feel.
What It Means for West Coast Cruisers
Princess Cruises remains one of the most visible brands on the Pacific. Discovery Princess sails Alaska from Seattle in summer and the Mexican Riviera from Los Angeles in winter, and additional Princess Cruises ships cover Alaska and Pacific Coastal itineraries throughout the season. Any West Coast Princess Cruises guest sailing this summer or into the fall will be among the first to try POURS - which is a fitting fit for the region. A Lime Serenity on a rainy Inside Passage afternoon or a Garden Ember on a warm Mexican Riviera evening both land better than the kind of syrupy mocktail that usually shows up on a cruise menu.
The program is included in Princess Cruises' Premier and Plus packages and available across multiple onboard venues. Guests planning a West Coast Princess Cruises sailing can reach Heather Hills at Flow Voyages to match ship, itinerary, and package options, or work with their preferred travel advisor for booking specifics.
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