Spirited Stories’ Taste-Driven Travel Experiences
Published 21 December 2022
In a seven-country survey, 81% of respondents say they want to visit places where they can immerse themselves in local culture (American Express, 2022). Responding to this, UK tour company Dharma has launched its tipple-focused offshoot Spirited Stories – a brand that creates immersive taste-based experiences for the booze-curious traveller.
Working in collaboration with global alcohol giants like Absolut Vodka (Sweden), Jameson Whiskey (Ireland) and Perrier-Jouët Champagne (France), Dharma has unveiled 10 international itineraries for 2023. Destinations include Oaxaca, Mexico for a mezcal-infused journey ($1,269); Épernay, France for a Perrier-Jouët-hosted excursion ($2,589); and Louisville, US for a bourbon-based break ($1,575).
Accommodation, on-the-ground transport, and most of the meals are included. The visits combine immersive meet-the-maker experiences, guided tastings, mixology masterclasses and exclusive dining events with ethnic activities like cooking classes, bike and walking trips, and kayaking.
For example, culture-seeking culinary enthusiasts can visit Cork in Ireland ($2,750), where they can take part in an exclusive tour of Jameson’s microdistillery and cooperage, a cliff walk alongside the Irish Sea, and a cheese tasting at a family-owned farm.
In the US, 77% of people say they’ve made lifelong friendships while on holiday (Exodus Travels, 2022). Responding to this interest in a sense of conviviality and shared experiences, the culturally rich journeys are capped at 12 participants. Meanwhile, people can also opt for a private trip with friends.
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