Kathie Lee Gifford, the toast of Carnival

Rebecca Tobin, a former Travel Weekly cruise editor, is filling in for Tom Stieghorst.

Kathie Lee Gifford was in a lounge on the Carnival Splendor, introducing a rose wine that’s part of her Gifft Wines collection, when the sound of bagpipes erupted from the next room.

“It’s an actual wedding!” Gifford said enthusiastically, with her trademark laugh. “I want to go sing at their wedding.”

But she returned to talking about Gifft wines, which are created in consultation with Scheid Family Wines in Monterey County, Calif. A Gifft red blend and Chardonnay were introduced on Carnival’s ships earlier this year. On this day, guests were tasting the Pinot Noir rose, which, according to the tasting notes, features strawberry, raspberry and red apple aromas. In addition to serving the wine on Carnival ships, fans can buy bottles online (the Gifft rose is $16.99).

“I wanted to pick a wine that I would be proud to serve in my own home, to my friends,” she said.

Lines have been increasingly paying increasing attention to the “beverage” side of FB: Witness Norwegian Cruise Line’s partnership with the Michael Mondavi family and the size and wine lists at Royal Caribbean’s Vintages or Princess Cruises’ Vines. Some have experimented with their own private-label wines.

But the Gifford partnership is also unique: She’s not only a celebrity, but a household name with a longstanding, intimate relationship with the cruise brand. Gifford became Carnival’s spokeswoman in 1984; she was there when cruising was just starting to develop into the modern industry it is now.

“I remember us shooting so many commercials around the revolving piano,” she said with a laugh, as waiters passed rose-based cocktails (the “island flower” included St. Germain, elderflower liqueur, the Gifft rose and club soda). “It was so much fun. The later it got, too, the better I sounded.”

And no, she didn’t crash the wedding next door with a rendition of “Ain’t We Got Fun,” the signature Carnival ditty.

But she did reminisce about her relationship with Carnival Corp. Chairman Micky Arison (“whatever Micky wants me to do, I’ll do”) and her time on the Carnival ships.

“There was a time, during that 20-year period, where you got so sick of our commercials; they were on every other second,” she said. “But it worked. We made cruising commonplace. And I’m very proud of that.”