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Cheers! Sheraton expands wine program
Starwood’s Sheraton Hotels brand yesterday announced a new premium wine program, the Sheraton Social Hour, rolling out—or should we say, pouring out—globallly to 430 hotels.
The program offers a specially curated menu of premium wines and weekly tasting events.
In North America, it features Sheraton Selects, an upgraded premium wine menu, comprised of a rotation of eight or more wines by the glass, all rated by Wine Spectator.
From wineries such as Chateau Ste. Michelle, Stag’s Leap Wine Cellars, Northstar, Columbia Crest, Antinori, Col Solare, Champagne Nicolas Feuillatte and Eroica, all Sheraton Selects wines will be rated above 85 and at least four offerings will be rated 90+.
A celebratory toast will be passed virtually around the world, starting at the Sheraton Hong Kong and Sheraton Shanghai Pudong and ending at the Sheraton New York Times Square and The Sheraton Waikiki.
Sheraton then will offer six premium wine tastings around the country, starting at the Sheraton Chicago in June, and then moving to Seattle, Boston, Chicago, and two more cities.
In addition, Starwood now allows Preferred guest members to redeem Starpoints for the Chateau Ste. Michelle Premium Rewards Wine Club membership. A six-month membership, offered for 12,000 Starpoints, brings quarterly shipments of one red and one white bottle, plus a 20% discount on all online purchases
Hotels that participated in last year’s Social Hour have higher bar RevPOR (revenue per occupied room) than non-participating hotels, better year-over-year performance in bar and food and beverage RevPOR, and an average 20% increase in YOY beverage revenue at the lobby bar.
Sheraton Kansas City reports wine sales having increased 43% in the bar and lounge since the launch of the Sheraton Social Hour, Sheraton Seattle has experienced at 39% sales increase and The Sheraton New York Times Square’s bar revenue is up 20% since it introduced the program.
Cheryl
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