Allison Kafalas, director of beverage & operations support, Americas, Hilton |
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Successful bars, noted John Wise, VP of food & beverage at Marcus Hotels & Resorts, feature live entertainment and high quality, elevated food, from sushi to made-from-scratch pizzas.“ These all complement an intelligent, seasonal beverage menu,” he said.
FOLLOWING THE MONEY Beverage margins not only outperform food margins, but alcohol is also less perishable. It’ s a reality that shapes strategy.
Tempo by Hilton recently partnered with wellness coach Derek Brown to debut a reimagined noand low‐alcohol lineup of cocktails.
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“ Beverage margins are always significantly higher than food margins,” said Tony Mosca, managing director of Rosewood Washington, D. C.’ s CUT + CUT Above bars.“ The bottle of alcohol on the shelf can remain there until you sell it, whereas with food, you’ re dealing with day-to-day reservations and walk-ins.”
Cocktail pricing often carries more weight than food increases.“ If people are drinking one, two or three
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The lobby bar inside the Saint Kate – The Arts Hotel in Milwaukee features live entertainment every night of the week.
drinks, it will balance out that way,” Mosca said.“ The key is the right product mix.” At CUT, beer represents less than 2 % of sales. Programming, instead, focuses on spirits and wine.“ When people are sitting and dining in the main restaurant, we’ re heavy on the wine side,” he said.“ In the lounge, it’ s more cocktail-driven. On the rooftop, it’ s more weighted toward cocktails.”
CHANGING DRINKING CULTURE As wellness continues to reshape drinking behavior, hotel companies are adapting bar menus that feature healthier options.“ The trend over the last few years is elevated zeroproof menus and low-ABV programs,” said Mosca. Guests, for instance, might start with a full-strength martini and back it up with a lower-alcohol or alcohol-free option.“ They feel
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like they’ re still participating in the ritual of drinking and being at a bar, but they’ re not feeling alienated because they are having alcohol-free beverages,” Mosca said.
Several brands across the Hilton portfolio are elevating wellness as a core pillar, said Kafalas. Tempo by Hilton, for one. The brand offers a signature“ Spirited” and“ Free‐Spirited” cocktail program and recently partnered with author, wellness coach and no‐ and low‐alcohol expert Derek Brown to debut a reimagined lineup of cocktails.“ Our goal remains to deliver the full experience of a well‐crafted drink, with or without alcohol,” said Kafalas. Monthly beverage inventory,
Tony Mosca, managing director of Rosewood Washington, D. C.’ s CUT + CUT Above bars
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54 hotelsmag. com Mar / Apr 2026 |