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Sheraton Extends Specialty Wine Program Globally After Successful First Year

May 16, 2013

Following successful test marketing, Sheraton Hotels & Resorts has rolled out its signature premium wine program, Sheraton Social Hour, to 430 of its hotels worldwide. The North American version of the program includes a special offering of premium wines, Sheraton Selects, comprised of a rotation of eight or more wines by the glass, all highly rated by Wine Spectator.

Since the introduction of the program at select Sheraton hotels a year ago, participating units have seen significant increases in bar revenue per occupied room. They also saw an average 20% increase in beverage alcohol revenue at the lobby bar compared to non-participating hotels. The company reports that Sheraton Kansas City saw wine sales increase 43% in the bar and lounge since introducing Sheraton Social Hour, with Sheraton Seattle seeing 39% increased bar sales and The Sheraton New York Times Square posting a 20% increase.

To celebrate the wine program’s success, Sheraton partnered with Wine Spectator and Ste. Michelle Wine Estates to host a 24-hour “Toast Around The World” yesterday, May 15, at Sheraton hotels worldwide. The kick-off took place in Asia at the Sheraton Hong Kong and Sheraton Shanghai Pudong, with celebratory toasts being passed virtually among Sheraton hotels across the globe until it reached The Sheraton New York Times Square and The Sheraton Waikiki in Hawaii. Guests were invited to follow the toast from city to city through Sheraton’s new “Social Hour” social media platform, which features photos of the celebration and other interactive features.

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