New tour operator Spirited Stories has added small-group tours in Kentucky, Burgundy and Tuscany for 2023 as part of its growing wine and spirit-led portfolio.
Launched last month by Dharma in partnership with Pernod Ricard’s signature brands, Spirited Stories offers meet-the-maker events and behind-the-cellar-door experiences.
The company will pay a 20% standard commission to agents and anticipates that two-thirds of its business will come via the trade.
It now has 10 itineraries for 2023, partnering with brands such as Absolut Vodka in Sweden, Jameson Whiskey in Ireland and Perrier-Jouët Champagne in France.
The brand will hold a booking for any 2023 departure with a deposit of £100 until December 21 to encourage sales.
Its tours are being sold by online travel agencies such as TourRadar, Tour Hub, Viator and Tourhound.
Dan Christian, founding chief marketing officer at Dharma, said: “As bookings for 2023 travel continue to soar, we’re seeing great interest from partners to include these highly exclusive and desirable travel experiences to their offering.
“Consumers are, more than ever, seeking to combine their interests and passions with their travels.
“Exploring a beautiful destination through its food and drink is one of life’s great pleasures.”
The trips feature three to four-night stays and groups are capped at 12 participants.
Dancing Down the Kentucky Bourbon Trail is based in Louisville and costs from £1,290 for four days.
Taste Tuscany is based in the medieval hill town of Montepulciano and visits San Gimigano, Pienza and Montalcino for vineyard visits and tastings. The four-day trip costs from £1,515.
Also lasting four days is Taste Burgundy, which offers private cellar visits, vineyard e-biking and a wine-paired cooking class with a local chef. It costs from £2,179.
The prices include hotel accommodation, activities, most meals and ground transport.
Dancing Down the Kentucky Bourbon Trail picture by Dharma.