Sheraton Hotels & Resorts in cooperation with Wine Spectator magazine today announce the global launch of Sheraton Social Hour, a first-of-its-kind, brand-wide premium wine program. The new program, developed by today’s premier wine experts and the brand’s global food and beverage team, offers guests a specially curated menu of premium wines and weekly tasting events at more than 240 participating Sheraton hotels around the world. In North America, the program will feature 90+ rated wines by Wine Spectator served in Riedel stemware to ensure that each varietal is presented in the perfect stemware that artfully enhances the wine’s flavor and aroma.
“We wanted to truly elevate the wine tasting experience for our guests and are proud to introduce Sheraton Social Hour across our global portfolio,” said Hoyt Harper, Global Brand Leader for Sheraton Hotels & Resorts. “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.”
Sheraton Hotels piloted the new program in 19 global properties with tremendous success. Ninety-five percent of guests said they are “very likely” or “likely” to return to another Social hour and would recommend the program to others and sixty-six percent would be more inclined to purchase wine while traveling if there was a premium wine program offered.
Raise a Glass
All hotels participating in the brand’s signature global wine program will offer guests a specially curated menu of premium wines. In North America, the program will feature 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+. The program will feature renowned wineries such as Chateau Ste. Michelle, Stag’s Leap Wine Cellars, Northstar, Champagne Nicolas Feuillatte and Eroica.
“For over thirty years, Wine Spectator has been committed to educating wine lovers and making fine wines accessible,” said Marvin Shanken, Editor and Publisher of Wine Spectator. “We are pleased to partner with Sheraton Social Hour, bringing together wine lovers and renowned wineries from around the world.”
Sheraton Social Hour Tasting Events
Designed to create and foster social interaction among guests, all participating Sheraton hotels around the world will host evening Social Hour tasting events three to four times a week featuring a selection of premium wines. In North America, the Social Hour tasting will feature two 90+ rated wines from the Sheraton Selects menu as 2 oz. tastings. Riedel stemware will be used exclusively in the lobby bar for the Sheraton Social Hour wine program.
“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 & Beverage for Starwood.
Water & Wine – A Perfect Pair
There is more to an exceptional wine tasting experience than just a great glass of wine. The program’s specially selected premium bottled waters, Acqua Panna® Natural Spring Water and S.Pellegrino® Sparkling Natural Mineral Water, will be available at all North America hotels as part of the program and are important components of a successful tasting. Because of their special Italian origins and unique mineral characteristics, S.Pellegrino and Acqua Panna are great tasting waters that refresh the palate and bring a myriad of flavors to life during wine tasting. These brands are widely appreciated and are served in some of the finest restaurants and hotels across the world.
Wine Spectator Ratings
Wine Spectator editors review more than 15,000 wines each year in blind tastings, awarding each wine a rating on a 100 point scale. Each tasting begins with a previously rated wine, which is tasted non-blind as a reference point. Other previously rated wines are included among the blind wines to ensure consistency. Wines rated 95-100 are “Classic: a great wine”; 90-94 rated wines are “Outstanding: a wine of superior character and style”; 85-89 is “Very good: a wine with special qualities.”