The High Roller, the world’s tallest observation wheel on the LINQ Promenade along the Las Vegas Strip, launches in-cabin chocolate tastings with Ethel M Chocolates beginning Sept. 1. This North American first brings a guided chocolate experience to each 30-minute rotation, highlighting the origins of chocolate and exploring aroma, taste and texture.
Each tasting is led by a chocolatier ambassador who presents five distinct pieces and explains the story behind them. Guests are encouraged to engage, compare sensations and discuss textures while sampling signature, seasonal and exclusive selections from Ethel M. Every participant receives a voucher for a complimentary glass of wine to pick up in the Sky Lounge before boarding.
“We’re excited to introduce and share Ethel M Chocolates in a unique way to new and loyal customers,” said Oren Young, general manager, Ethel M Chocolates. “Only in Vegas can guests ride the world’s tallest observation wheel while enjoying locally handmade gourmet chocolates.”
Tastings are offered Thursdays from 5:00 to 8:30 p.m., with the last experience beginning at 8:00 p.m. Standard High Roller admission is $52 per person; guests can book tickets in advance or upgrade existing general admission tickets for an additional $15 per person to join a tasting.
“We love creating new and exclusive ways for guests to experience the best views of the city. In this particular case, it’s all the more unique since Ethel M is also based in Las Vegas,” said Bob Morse, president of hospitality for Caesars Entertainment. “With Ethel M’s history, loyal customer base and incredible attention to detail, they were the ideal partner to make this vision a reality.”
Ethel M Chocolates are produced by Mars Chocolate North America and are sold at several locations across southern Nevada. Their offerings focus on handcrafted-quality chocolates without preservatives, featuring fan favorites and rotating seasonal items.