Are Unlimited Cruise Drink Packages About to Change?

In Case You Missed Last Week…..

In our newsletter last week, we touched on some of the growing rumors around possible changes to those ever-popular Unlimited Drink Packages, and it clearly struck a chord. It’s one of those topics that always sparks conversation, whether you’re a seasoned cruiser or planning your first trip.

As promised, we took a deeper dive into cruise drink package changes, from what’s actually being discussed behind the scenes, to what proposals are on the table and what this could mean for future cruises. And while nothing is officially set in stone just yet, there’s enough movement here to make it worth paying attention.

So here’s what we found…

Let’s Talk About “Unlimited”… Is It Really Unlimited?

If you’ve cruised more than once, you’ve probably had the drink package conversation.

You know the one.

“Should we get it?”
“Will we actually use it?”
“Wait… how many drinks do we need per day to make this worth it?”

And for years, cruise lines have leaned hard into the word “unlimited.” It’s simple, it’s appealing, and let’s be honest, it removes the mental math once you’re onboard.

But as we’ve talked about before in our breakdown of Sipping at Sea: The Wine Lovers Guide to Cruising, cruising and drinking at sea have definitely evolved. It’s not just about quantity anymore… it’s about experience.

And now… that word “unlimited” may be doing a little too much heavy lifting.

The Conversation Happening Behind the Scenes

There’s growing industry discussion around potential changes tied to something called the Global Maritime Alcohol Consumption & Safety Act (GMACSA), currently under review by the International Cruise & Beverage Commission (ICBC).

Now, before this starts sounding like a bunch of alphabet soup… here’s the important part.

GMACSA isn’t a cruise line policy. It’s part of a broader effort to establish recommended safety standards across the global cruise industry, particularly around passenger wellbeing and onboard medical capacity. Organizations like the ICBC don’t directly control cruise lines, but they do help shape best practices and industry guidelines, especially when safety and liability are involved.

From a safety standpoint, the objective is pretty straightforward:

• Reduce avoidable strain on onboard medical facilities
• Encourage more responsible alcohol consumption
• Address trends like dehydration, minor injuries, and alcohol-related visits

Medical centers on cruise ships are designed for urgent care and stabilization, not high-volume, preventable visits. So when data starts to show an increase, even in relatively minor alcohol-related cases, it gets attention.

And when recommendations like this gain traction, cruise lines tend to respond.

What Changes Are Being Considered?

While nothing is finalized, here are the proposals getting the most traction:

• A shift from unlimited alcohol → daily cap (around 10 drinks per person)
• A standardized way of counting drinks:
  • A double = 2 drinks
  • A cocktail with multiple spirits = multiple drinks
• A possible 20-minute wait time between alcoholic drink orders
• Increased monitoring by bar staff
• Expanded access to hydration stations (electrolytes, water, etc.)
• A potential price cap (~$15 per drink) within packages

In short… still a drink package, just not quite the “open bar all day” version we’re used to.

Are Cruise Lines Already Moving in This Direction?

Here’s where things get interesting. While no major cruise line has officially rolled out a hard cap like the proposed 10-drink limit across the board, there are already quiet signals of movement:

• Some lines have unofficial limits tied to responsible service policies
• Bartenders are trained to slow service when needed
• Many packages already include price ceilings per drink
• Cruise lines like Carnival Cruise Line and Royal Caribbean reserve the right to refuse service
• Norwegian Cruise Line structures packages with built-in guardrails

So while it feels unlimited… it’s never been completely without boundaries.

What’s changing now is the possibility of those boundaries becoming visible—and standardized.

If It’s Not Unlimited… Should It Cost Less?

Now we get into the part that really matters.

If cruise lines shift from “unlimited” to a capped system…should the price of drink packages come down?

Logically, you’d think yes. But cruise lines don’t price drink packages based on what you drink.
They price them based on:

• Average consumption across all guests
• Guests who don’t fully use the package
• Perceived value

And if you’ve ever read through our guide on Cruise Drink Packages: Everything You Need to Know, you already know that value is highly personal.

The reality is that most cruisers aren’t hitting 10 alcoholic drinks per day anyway. So if a cap is introduced at that level, cruise lines could easily position it as “No real change for most guests.”

Translation? Same price… just a more controlled experience.

The Real Question: What Are You Actually Paying For?

Let’s make this personal.

When Susan and I buy a drink package, it’s not because we plan to max it out every day. It’s because:

• We don’t want to think about pricing onboard
• We may drink a bit more than usual depending on the itinerary
• It simplifies the experience

But we’re not drinking anywhere near 10 alcoholic beverages per day, so should we get a refund for what we didn’t use? Of course not.

Just like:

• You don’t get refunded for skipping the buffet
• Or passing on late-night pizza
• Or missing a show

Cruising has always been about bundled value, not itemized consumption.

But If Limits Are Introduced… There Needs to Be Balance

Here’s where cruise lines will need to tread carefully.

If they’re going to:

• Introduce hard caps
• Redefine what “unlimited” means
• Add restrictions like wait times

Then they should also:

• Be transparent about why
• Share the data driving these changes
• And seriously evaluate pricing

Because once you remove “unlimited,” you’re no longer selling peace of mind…you’re selling a defined product. And defined products invite comparison.

What This Means for Future Cruises

For now, these are still proposals and not policy.

But if adopted, we could see changes roll out over the next 12–24 months, likely starting with:

• New package tiers
• Adjusted pricing structures
• Clearer consumption limits

And as always, cruise lines will test, tweak, and refine along the way.

Final Thoughts

Let’s call it what it is… this isn’t really just about safety. Or at least—not only about safety.

Cruise lines have always walked a fine line between delivering an incredible, carefree experience… and quietly managing the realities behind the scenes. Drink packages sit right in the middle of that balance.

They’re one of the most profitable add-ons cruise lines offer and one of the easiest ways for guests to feel like they’re getting a great deal.

So when you start to hear talk about limiting “unlimited,” it’s fair to ask: Is this about improving the guest experience, or refining the business model?

Because here’s what most of us already know:

👉 Most cruisers aren’t hitting 10 drinks per day
👉 The idea of “unlimited” is often more valuable than the reality
👉 And once that perception shifts… everything shifts

Personally, I don’t have a problem with reasonable limits. Most of us probably wouldn’t even notice those changes day-to-day. But if cruise lines are going to introduce caps, redefine drinks, and add restrictions…

---