The High Roller, the world’s tallest observation wheel, located on the LINQ Promenade on the Las Vegas Strip, launches in-cabin chocolate tastings with Ethel M Chocolates on Sept. 1. The first-of-its-kind experience in North America teaches guests about the origins of chocolate and its creation, focusing on aroma, taste and texture. Each tasting lasts 30 minutes, or one rotation, and includes a chocolatier ambassador showcasing five different types of pieces and the story behind them. Each guest receives a voucher for a complimentary glass of wine, to be picked up in the Sky Lounge prior to boarding. Interaction and engagement are encouraged so participants can compare and contrast sensations and textures. Ethel M will offer various signature and popular pieces of chocolate, as well as seasonal and exclusive options when available. “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.” Guests can book High Roller tickets in advance or upgrade current general admission tickets for an additional $15 per person. Tastings are available Thursdays from 5–8:30 p.m., with the final experience starting at 8 p.m. Standard admission is $52 per person. “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, Caesars Entertainment. “It was obvious that with Ethel M’s history, loyal customer base and incredible attention to detail, they would be an excellent partner to make this vision a reality.” Ethel M Chocolates are manufactured by Mars Chocolate North America, creating authentic chocolates with no preservatives available at multiple locations throughout southern Nevada.