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Raise a Glass: Sheraton Launches New Wine Program
For travelers seeking out a special wine-tasting experience, they can now test and sample some of the finest varietals at Sheraton hotels around the world.
The brand has partnered with Wine Spectator to develop and roll out new curated wine menus at Sheraton properties along with Sheraton Social Hour wine-tasting events, meant to foster guest interaction.
In an announcement, Hoyt Harper, global brand leader for Sheraton Hotels & Resorts, said, "We wanted to truly elevate the wine tasting experience for our guests and are proud to introduce Sheraton Social Hour across our global portfolio. We worked with some of the most renowned names in the wine industry for more than a year so that our guests can easily savor some of the most highly rated wines in the world during their stay."
More than 240 Sheraton hotels are participating in this new program. In North America, presented wines will have a 90+ rating to give guests a top-quality experience.
The program was piloted in 19 properties and was met with a great amount of success. 95 percent of guests said they were “very likely” or “likely” to return to another Social Hour and would recommend the program to others, while 66 percent would be more inclined to purchase wine while traveling if there was a premium wine program offered.
The new curated wine menu at Sheraton is comprised of a rotation of eight or more wines by the glass, all rated by Wine Spectator. Some featured brands include Chateau Ste. Michelle, Stag’s Leap Wine Cellars, Northstar, Champagne Nicolas Feuillatte and Eroica.
Social Hour tasting events will be available to guests three or four times each week at participating Sheraton properties. Guests will be given 2 oz. pours of select wines and are encouraged to use the tasting event as an opportunity to engage other travelers.
“Our goal with this new program is to become a destination for a great wine experience no matter where your travels take you,” said Brian Abel, vice president of food and beverage for Starwood.
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