Australians have both an absolute passion and a fascination for two things – one, taking luxury river cruises round Europe and two, they love their wines (and their favourite winery).

While COVID put the worldwide cruise industry on hold for a little while, bookings now are at an all-time high, and the cruise industry is back in full swing. We know that Australians have an absolute love affair with cruising, and in particular, river cruising in Europe, which now sees advance bookings at record levels. There has never been a better opportunity for a winery to tap into this demand and offer their loyal Wine Club members the chance to launch into 2026 and beyond with a luxury river cruise around Europe and enjoy an amazing wine and food experience; most importantly, hosted by their favourite wine-maker (and their partner).

We formed Cruising and Wine Tours to combine Australians’ love of wine with their love of taking cruising holidays and help them (your Wine Club members) realise one of their ‘bucket list’ dreams – to travel round Europe on a luxury river cruise ship and to also get to meet and taste wine with their favourite Australian winemaker/winery owner – you.

Think of us as a travel agent that creates themed itineraries and experiences for lovers of wine, history, fine cuisine and culture. We can help make your Wine Club members realise one of their ‘bucket list’ dreams – and at the same time increase their connection to your brand and sell more of your amazing wines.

Our company is new, but our concept isn’t – we offer your winery the unique opportunity to increase brand loyalty for your valued wine club members, and, also offer you a free (all expenses paid) trip to Europe, the winery owner and your partner – or any other senior member of your winemaking team that you may nominate.

The idea is to have a well-know identity (owner/wine-maker) from your winery as the ‘Wine Host’ on a Luxury European River Cruise – you get to choose the luxury cruise that you want to go on, and you also get to choose the time of year you want to travel

What do we ask in return ? Firstly, you agree to be a ‘Wine Host’ on the cruise of your choice, and then that you mail out this amazing offer to all your valued wine club members via your database – we do not ask to access your database, but we would ask you to invite all your wine club members to join you on this luxury European river cruise. The ‘Wine Host’ committment is to conduct only two wine tastings (for your Wine Club members) onboard the luxury river cruiser over the duration of the cruise – other than that you are free to enjoy the cruise as a passenger.

Check out one of our current offerings, cruising with Brokenwood Wines on the Wine Roads of France, Portugal and Spain cruise for 18 days in September 2025.