A major cruise liner has come under fire for encouraging passengers to consume alcohol by introducing "all you can drink" packages.
Celebrity Cruises passengers will have the option of purchasing a package allowing them unlimited drinks from 20 pounds per night, and they will be able to choose from beer to premium wines.
The company's website states that it promotes "sensible drinking" and a spokesman says they are simply responding to customer demand.
"We knew that, number one, customers were interested in (drinks) packages," News.com.au quoted Scott Steenrod, director of food and beverage operations for Celebrity Cruises, as telling industry website cruisecritic.co.uk.
"People like the opportunity to bundle things together... (and) the added convenience of getting onboard with one less thing to worry about," he added.
It is the latest cruise line turning to drink sales to raise revenue, but unlimited drinks packages on cruises remain rare.
The packages will be rolled out in the next week.