HotelsMag January-February 2016 | Page 44

F & B : Bar Business

Best best

of the

( BreWs )

Four Points by

Sheraton ’ s Best Brew program introduces guests to the hotel ' s hometown beer .

Best Brews offers guests the chance to sample craft beers and enjoy local flavors without ever having to leave the hotel .

- Brian McGuinness

As travelers become more discerning about their brews , so too are hotel bars . Four Points by Sheraton ’ s Best Brew program provides guests with a beer experience designed around one local craft brewery at each of its North American hotels . Although Four Points initially provided hotel owners and franchisees with a list of brands to choose from , general managers are now permitted to work with a local brewer of their choice .

Brian McGuinness , senior vice president of specialty select brands at Starwood Hotels & Resorts Worldwide , has overseen the conceptualization and development of the Best Brews program . HOTELS spoke to McGuinness , a 19-year Starwood veteran , about the initiative .

HOTELS : What was the inspiration behind the Best Brews program ?

Brian McGuinness : Authentic local flavors , pure and simple . Our guests love relaxing in the Four Points pub after a long day of work or play and were always asking our bartenders to recommend a good local beer . So we wanted to launch a program designed specifically to introduce local beers to our guests . Best Brews offers guests the chance to sample craft beers and enjoy local flavors without ever having to leave the hotel . H : How are beers chosen ? BM : Best Brews gives each hotel the freedom to tap into their local scene , literally . Each beer is selected for its unique flavor , popularity and ingredients , and exposes guests to the local beer scene while shining light on hometown flavors . For example , guests can expect to try a Brooklyn Lager at Four Points Chelsea in New York City and an American Pale Ale at Four Points Tallahassee in Florida .

H : How is the program marketed to guests ? BM : Best Brews is marketed through pre-check-in communications , at our hotels , and directly at the pubs . We also run special seasonal programming such as an Oktoberfest celebration to highlight fall ales . Programming is supported through media outreach , branded collateral at each specific property and through our social media channels .

H : Are you just marketing to Four Points guests ? What about the local communities ? BM : Our current guests can enjoy and experience Best Brews right in the hotel pub or book Best Brews specific packages online that give them two craft brews every day of their stay .

In many of our local markets , Four Points pubs have become popular spots for locals to stop in to have a pint and watch the big game .

On the HOrizOn a sampling of predictions for the future of hotel beverage programs

" the best hotel bars will continue to be the ones that reflect the heritage and style of the hotel . there still needs to be a big focus on the classics and attention to detail in how the drinks are served ."

- Matt Fairhurst , the old clare hotel , sydney , australia

" It ’ s pretty common for guests to choose the local brew of beer , but local distilleries are becoming more requested ."

- Bashar Wali , provenance hotels , portland , oreGon

" We are seeing a renaissance of the hotel bar – a place that is chic , fashionable , stylish and appealing to both locals and guests ."

- Jonathan Frolich , hyatt hotels corp ., chicaGo

" When guests visit new locations they want to taste what ’ s unique to that area , whether it ’ s the regionally brewed craft beer , small-batch spirits or coffee . "

- scott GerBer , GerBer Group , neW york

40 HOTELS January / February 2016 www . hotelsmag . com