(5:35 p.m. EST) -- The new millennial-oriented cruise line once known as U by Uniworld now goes by the name U River Cruises -- a move the brand hopes will further distinguish itself from parent company, Uniworld Boutique River Cruise Collection.
"U is a very different experience from Uniworld, and we wanted the name to reflect that difference," Uniworld's CEO Ellen Bettridge said in a statement. "It's about clarity of brand. U is a distinct product designed for a new generation of river cruisers. It's active, with a cool onboard vibe, fun nightlife and a casual crowd who enjoys farm-to-table dining as much as mountain biking. We're excited about the evolution of this incredible brand."
In addition to the new name, U River Cruises revealed two new summer 2019 theme cruises that support its continued effort to reinvent river cruising.
The cruise line has teamed up with celebrity drag queens Jiggly Caliente, Darienne Lake and Phi Phi O'hara -- as seen on the hit TV show "RuPaul's Drag Race" -- to offer a special sailing jam-packed with onboard performances, an in-port bar crawl and other themed activities like drag makeup lessons and karaoke. U in Drag will depart on July 6, 2019 from Frankfurt, Germany, and sail along the Main River to Regensburg.
Meanwhile, tattoo lovers can cruise the same itinerary with famous artists that include Steven Tefft of "Ink Master," Reese Hilburn of "Tattoo Nightmares Miami" and tattoo model Heather Moss. Tattoo on U, which departs on August 17, 2019, will offer the chance to get inked by the celebrity artists, among other highlights such as a tattoo parlor crawl in one of the ports, a contest to win a free tattoo and Q&A brunches.
U River Cruises' themed cruise fares include an open bar, three daily meals, select shore excursions and Wi-Fi, while passengers can partake in activities such as mixology classes, silent disco parties, paint and wine classes and rooftop yoga.
Both sailings will be offered on U River Cruises' The A ship. The line's other ship, The B -- formerly based in Paris -- has temporarily ceased operations; it will join The A in Central Europe in 2020.