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Press
FOR IMMEDIATE RELEASE
Contact:
Hospitality Brands to Market Celebrity Cruises Cellarmaster Selection
San Francisco, California, October 1, 2004. Hospitality Brands, Inc. announced
today that it will provide sales and marketing support for Celebrity Cruises
Cellarmaster Selection, Celebrity's new line of proprietary wine. Cellarmaster
Selection will be unveiled at a Ceremony aboard the luxury liner "Constellation"
in New York on October 11, 2004. The line will initially include a 2002 Russian
River Valley Chardonnay, and a 2001 Sonoma County Cabernet. Celebrity looks forward
to offering additional varietals and appellations in the near future. Under the
terms of its agreement with Celebrity, Hospitality Brands will oversee marketing
and fulfillment of the wine onboard Celebrity's ships and ashore.
Celebrity Cruises Cellarmaster Selection represents a number of milestones
for the cruise and travel industries. Celebrity designed and crafted Cellarmaster
Selection from the ground up, rather than private-labeling an existing wine. The
cruise line spent almost ten months developing Cellarmaster Selection before it
was satisfied that the final product met its own exacting standards and the
discriminating palates of its guests.
Celebrity is also pioneering the use of the Internet to enable its guests,
travel agents and the public to order the wine for home consumption, where
permitted by state and local laws. A full-service Web site will enable consumers
to preview, purchase and pay for the wine, and track their orders, from any
Internet-connected PC. Past guests and travel agents will be offered special
pricing as a "thank you" from Celebrity for their patronage and loyalty. And
for those wine aficionados who may not wish to use the Internet, a toll free
telephone number will provide the same services as the Web site.
"We are pleased and honored that Celebrity chose to work with us on
this exciting project," says David Gould, Executive Vice President of Sales and
Marketing, Hospitality Brands. "The time and effort they put into developing
this product will ensure an enthusiastic reception in the marketplace, making our
job that much easier."
"Celebrity has been an industry trailblazer from its inception," notes
Othmar Hehli, Vice President of Food & Beverage for Celebrity Cruises. "With
Celebrity Cellarmaster Selection we are once again raising the bar by tailoring our
wine to match our cuisine, and giving our guests the opportunity to sample the
Celebrity experience at home."
About Celebrity
The highest-rated premium cruise line in the industry, Celebrity Cruises' nine-ship
fleet is the youngest of any major cruise line. Celebrity Cruises sails in Alaska,
Bermuda, the Caribbean, Europe, Hawaii and the Panama Canal. The company is owned
by Royal Caribbean Cruises Ltd., which also operates Royal Caribbean International.
About HBI
Hospitality Brands, a division of Hospitality Brands Inc., develops and implements
brand extension strategies for cruise lines and hospitality companies. Brand extension
programs include proprietary wine, co-branded beds (in conjunction with Sealy, Inc.)
and online stores. Hospitality Brands provides its partners with turn-key services,
including marketing, Internet and toll-free telephone ordering, warehousing, shipping
and customer service. Hospitality Brands was founded by travel industry veterans and
brings a unique customer service focus to its programs, strengthening the relationship
between its partners and their guests while generating substantial incremental revenues.
For more information, contact David Gould at 954.421.0525 or at davidg@hospitalitybrands.com
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