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If you have booked the cunard package the transfers are excellent, the drink prices on board are quite good but you will pay a 15% tax on top so you dont have to tip, all the drinks go on the bill that you can pay as you go and check, we drank good quality wines and cocktails and very reasonable, the trips are good value also and much safer.
I would go for the soft drink voucher, so you can have unlimited soft drinks each day. Beer and wine prices are in dollars so the cost often depends on the exchange rates. However I would say they were reasonable prices.