Harding+ has announced a limited-edition series of specially selected Jack Daniel’s Single Barrel bottles, now available exclusively in the retail stores aboard Carnival Cruise Line ships.
This exclusive collection is the result of a special collaboration between Harding+, Carnival Cruise Line, and Jack Daniel’s. In October, the teams joined Carnival on a visit to the Jack Daniel’s distillery in Lynchburg, Tennessee, where together they handpicked a cask of Single Barrel bourbon. The chosen barrel was then used to fill four distinctively personalized bottles, created specifically for Carnival guests.
The collection includes one bottle featuring the iconic Carnival logo, available across the fleet, and three uniquely engraved bottles available exclusively onboard Mardi Gras, Carnival Valor, and Carnival Breeze. Each ship in this trio has its own personalized edition. These one-of-a-kind bottles are launching onboard throughout May.
To enhance the guest experience, a Jack Daniel’s brand ambassador is currently sailing aboard Mardi Gras, hosting a series of tasting masterclasses. These immersive sessions walk guests through the story behind the bottle, flavor profiles, and the craftsmanship behind the special release. Harding+ says the collaboration is a perfect pairing of product and experience.
This marks the first time Jack Daniel’s has developed such a bespoke product for the cruise retail environment, and it represents a milestone in the growing partnership between Brown-Forman, Carnival Cruise Line, and Harding+. It’s also a strong signal of how cruise retail is evolving – becoming a stage for limited releases, immersive storytelling, and memorable guest engagement, says Harding+.
As part of its wider strategy to elevate cruise retail, Harding+ says it “is proud to lead the way in curating exclusive products that surprise and delight. This partnership with Jack Daniel’s reflects the direction we’re heading: more personalized, more immersive, and more unforgettable.”
Linzi Walker, Chief Commercial Officer at Harding+, said “It’s been a real pleasure working with Carnival and Jack Daniel’s to bring this idea to life. Our guest insight shows just how valued unique offerings like this are – they help guests connect more deeply with brands they already love and take home something they can treasure long after the cruise ends.”
