PERSPECTIVE
Bottoms Up
HOW A SMART BEVERAGE PROGRAM ENHANCES THE EXPERIENCE ECONOMY.
By KATY O ' DONNELL, VP OF BRAND DEVELOPMENT, TEQUILA TROMBA
I
work for a tequila producer and am a former bartender. A hotel’ s spirit program matters not only from a revenue-generation perspective; if done properly, it can increase loyalty and create lasting guest experiences.
In the experience economy, moments matter. Travelers are paying attention to experiences that are memorable beyond their checkout date. This shift is transforming the beverage program, with a focus on emotional engagement, rather than making it a solely profit-driven center.
The way a spirit is made can shape the way it’ s experienced. Small-batch tequila, crafted with respect for the people and the land, presents hotels a good opportunity to elevate their beverage programs and beyond just complementing menu items.
56 hotelsmag. com Mar / Apr 2026