New operator launches wine and spirits tours

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Dharma aims to attract millennials and Gen Z travelers to its Spirited Stories tours.
Dharma aims to attract millennials and Gen Z travelers to its Spirited Stories tours. Photo Credit: Dharma

A new tour operator has partnered with beverage company Pernod Ricard to launch wine and spirits tours. 

Dharma, an experiential small-group operator, is offering 10 itineraries in six countries called Spirited Stories, which aim to connect guests with the people, culture and historic places of a destination through its wine and spirits. 

Pernod Ricard is one of the world's largest sellers of wine and spirits, and its brands include Absolut vodka, Jameson Irish whiskey and Perrier-Jouët champagne.

Guests can expect to explore vodka in Sweden; mezcal in Oaxaca, Mexico; champagne and pastis in France; wine in Tuscany, Italy, and California's Napa Valley; bourbon in Kentucky; and whiskey in Ireland. 

Groups will have a maximum of 12 guests and itineraries range from three to six nights. Packages include hotels, most meals, ground transportation, tips and gratuities, as well as activities like cooking classes, kayaking and bike and walking tours. 

The company is aiming to attract millennial and Gen Z travelers. 

Dharma says it will rely heavily on travel advisors and wholesalers through its travel partner program in order to grow its sales volume. 

The company is also offering travel advisors and registered travel partners a 20% commission.

Departures begin on Jan. 1, 2023.

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