Swan Hellenic, a boutique luxury cruise line specializing in polar expeditions, has responded to recent social media outrage over Martha Stewart, the climate crisis and a very special cocktail. Now the cruise line is ending a distinct onboard practice, but is the move effective?
Iceberg cocktails
In an Instagram post on August 28, 2023, Stewart shared a photo of himself holding an ice-cold drink and joked about icebergs, which has sparked a range of backlash in the areas of climate change, privilege and social sensitivity.
The photo, which shows Stewart holding what looks like an iced coffee or similar cocktail, is part of a series of photos shared by the lifestyle guru that features icebergs, glaciers and what appears to be a small, worn mount looks like on a serving trolley aboard the cruise shows ship.
Martha Stewart Ice Cruise (Image credit: @marthastewart48)
“We actually caught a little iceberg for our cocktails tonight” Stewart posted with the series of photos.
British expedition cruise company Swan Hellenic was tagged in the caption and Stewart commented that she had just finished a dinghy excursion from the cruise company on the east coast of Greenland.
However, it’s not clear whether Stewart was serious about using mountain ice for drinks or whether it was just a joke that didn’t circulate.
Firestorm over ice
Reaction to the photo was extreme: from Stewart fans to climate scientists to environmental activists, everyone agreed with what could be seen as an insensitive, irresponsible and “tone-deaf” act of privilege.
But scientists have agreed that chipping ice from an iceberg to serve in a drink is such a tiny act that it has no impact on global climate changes. Additionally, since icebergs have already broken off and are floating in the water, using these chunks of ice in drinks does not harm the glaciers or the polar environment.
Martha Stewart Ice Cruise (Image credit: @marthastewart48)
Nevertheless, Swan Hellenic has responded to the outrage by stating that the practice of “iceberg cocktails” is not an official activity of a cruise line.
Swan Hellenic said the cruise line has never approved “any invasive acquisition that does not fully respect the polar environment in line with our own strict rules and strict industry standards.”
This statement seems to indicate that the bizarre activity of “capturing” an iceberg for cocktails is not an official practice, and there is no mention of such activity on the cruise line’s website. However, this is often described on Arctic or Antarctic cruises by various cruise lines as a unique and memorable experience for guests, even if it is not an “official” onboard activity.
“Nevertheless, we recognize that this may seem insensitive in the face of the climate crisis and we will therefore be suspending this practice on all ships in the Swan Hellenic fleet with immediate effect.” the cruise line said.
Which ship?
The photo was shared in late August 2023, but could have been taken at a much earlier date. The exact cruise ship is not named in the post, but since there are only three ships in the Swan Hellenic fleet, it is easy to determine the most likely ship.
SH Minerva, the oldest ship in the line, is currently underway in South America, while SH Diana, the newest ship – just delivered in April 2023 – lies in the Mediterranean.
SH Vega is currently sailing off the west coast of Greenland – exactly where Stewart is said to have been. The boutique ship features nine decks and accommodates just 152 guests for intimate, exclusive experiences. There are also 120 crew members on board who ensure spectacular service.
SH Vega features an ice-reinforced hull, extra-large stabilizers and a design specifically developed for remote polar regions without sacrificing luxury and style.
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Shortly before releasing the iceberg cocktail, Stewart shared a photo of a cruise ship called the SH Vega, but the exact date of the crossing is not clear. In her comments, Stewart praised the ship as “spacious” with “delicious” food and a very “friendly and knowledgeable” crew.
