Small group start-up offers wine and spirit-themed tours

A small group tour operator with a focus on wine and spirits has been launched in partnership with Pernod Ricard’s signature brands.

Spirited Stories tours feature exclusive meet-the-maker events and behind-the-cellar-door experiences with brands such as Absolut Vodka, Jameson Irish Whiskey and Perrier-Jouët Champagne.

The company has been set up by Dharma, which is establishing experience-led travel firms, backed by investors such as Convivialite Ventures, and Loop, the global marketing agency for Red Bull and Porsche.

Spirited Stories will pay a 20% standard commission to agents and anticipates that two-thirds of its business will come via the trade.

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Its tours are also being sold through online travel agencies such as TourRadar, Tour Hub, TourHound and Viatour.

The brand launched with seven small-group tours to wine and spirit regions such as Champagne, the Napa Valley and Oaxaca.

The first locations to launch were Stockholm & Southern Sweden (Absolut Vodka); Champagne, France (Perrier-Jouët Champagne); Napa Valley, US (wine); Oaxaca, Mexico (mezcal tequila); and Marseille, France (Pastis).

Additions to the range now include wine-tasting in Tuscany, whisky-based trips in Scotland, and the Bourbon Trail in Kentucky, US.

Dan Christian, Dharma chief marketing officer, said: “Designed for first-time tasters and aficionados alike, the trips combine guided tastings, mixology masterclasses and world-class dining to create itineraries that are both rich in discovery and celebration.

“We cap our small groups at 12 people to keep the experience intimate and engaging.”

Spirited Stories is offering a £174 per person early-booking discount on all 2023 trips booked before November 18, with three-night itineraries starting at £1,103.

Described as “a passion-economy focused start-up”, Dharma has launched other travel brands and experiences such as Looking FC with Eric Cantona, Begin Meditating with Light Watkins, Equinox in New York, and Bitso in Mexico City.

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