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Sheraton Does Global Roll Out of Wine Program

Friday May 17th, 2013 - 12:01AM

STAMFORD, CT—Sheraton Hotels & Resorts launched a global roll-out of its signature wine program, Sheraton Social Hour, to 430 of its hotels worldwide.

Nearly one year following the program’s limited debut, hotels that participated in Sheraton Social Hour saw an average 20% increase in beverage revenue at the lobby bar. For example, Sheraton Kansas City reported wine sales increased 43% in the bar and lounge; 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, according to the company.

The program, which is being done in cooperation with Wine Spectator magazine, offers guests a curated menu of premium wines and weekly tasting events. In North America, the program 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. All Sheraton Selects wines will be rated above 85 and at least four offerings will be rated 90-plus.

The program features wineries such as Chateau Ste. Michelle, Stag’s Leap Wine Cellars, Northstar, Columbia Crest, Antinori, Col Solare, Champagne Nicolas Feuillatte and Eroica.

“We worked with some of the most renowned names in the wine industry so that our guests can easily savor some of the most highly rated wines in the world during their stay,” said Hoyt Harper, global brand leader for Sheraton Hotels & Resorts. “The success of Social Hour has exceeded our expectations. Guests love the program and hotels are seeing a dramatic increase in food and beverage revenue as a direct result.”

In addition, Sheraton is launching the Sheraton Social Hour Event series, six experiential, premium wine tasting events across the United States featuring some of the world’s top winemakers. Slated to debut at the Sheraton Chicago in June, the wine series will travel to key cities across the country including Seattle, Boston, Chicago and other cities.