Cheers Winter 2024 | Page 13

line , with colors and garnishes inspired by florals ; The City that Never Sleeps ” is an elevated Espresso Martini .
The Conrad New York Downtown , Atrio focuses on three U . S . -based wine regions — New York , the Pacific Northwest and California — and offers a wine list that represents the best varietals and producers from these regions .
Cocktails complement the wine list and incorporate ingredients and flavors that align with these three regions as well as the dishes on the menu . At the Waldorf Astoria Washington , D . C ., the cocktails are centered around the history of the city , the Old Post Office and American history .
For its Full-Service , DoubleTree and Embassy Suites properties , Hilton this year collaborated with New York bar Dante on a cocktail program with innovative recipes . Properties could select eight to 10 cocktails from a list of 50 to feature on a single menu , providing them with flexibility and seasonality while staying within the parameters of the corporate program .
When adding “ on-trend ” items to a menu , “ we aim to find a delicate balance between those that are still up and coming and those already proven to be popular ,” says Allison Kafalas , Hilton ’ s director of beverage , Americas . “ We don ’ t want to be the last adopter of a trend because that would just be following suit .”
The company ’ s goal is to be somewhere in the middle so that guests have some level of familiarity with a flavor , ingredient , varietal or beverage alcohol category , she adds . “ For instance , if we were to come out with an Espresso Martini program now [ in late 2024 ], that would feel totally out of place and as if we were late to the game .”
SPOILED FOR CHOICE
Across all three tiers , the Hilton Managed Beverage Program includes domestic and import beers , as well as craft breweries from 11 U . S . regions , representing dozens of different styles and over 100 possible craft
The Peacock Alley lobby bar at Hilton ’ s Waldorf Astoria hotel in Orlando , FL .
beers in total . Hard seltzers , with malt- and spirit-based options , round out the offerings . The 135 spirit brands carried across all major categories include specialty categories such as amaro and mezcal and subcategories like rosa tequila , cristalino , Japanese whiskeys , craft spirits and multiple age designations and styles within same brand families to educate the guest .
The 120 unique wines offered represent a worldly style from 36 appellations / AVAs , curated by Hilton ’ s beverage team , which includes two CMS Certified Sommeliers , top-performing property level managers and corporate directors .
Hilton also offers 21 alcohol-free replacement brands covering imported beer , craft beer , sparkling and still wine , tequila , bourbon / whiskey , rum , gin and even cordial , aperitif and vermouth categories . “ We make it a point to include alcohol-free options on menus so that we appeal to everyone ,” Kafalas says .
The beverage program now includes robust diversity and inclusion brand options . This ensures that all properties can select products made by individuals who inspire them , help them connect with their guests , team members and community and provide a path for greater awareness of these brands across Hilton ’ s properties .
How have guests responded to the new program ? Guest traffic increased by 2.9 % year-over-year – and that figure comes just from checks where beverage alcohol was purchased . This suggests a higher capture rate than the previous year and indicates an increase in guest engagement , according to the company .
What ’ s more , alcohol check average increased by 13 % in the same period , as guests not only took advantage of the more upscale offerings in the new beverage program but also enjoyed more drinks per visit or occasion than in the previous year . Sales of promotional drinks increased by 2 % year-over-year , with nearly 85,000 core beverage program items sold as a result of the promotions .
A high level of team member engagement contributed to the success of program , as did the continuity throughout restaurants , bars , Grab & Go markets , Catering & Events and seasonal beverage promotions . As hotel operators , “ we are not creating menus for ourselves ,” says Kafalas .
“ We have to create menus for the guest and understand what they want to enjoy . We remind our F & B leaders of exactly that , so when it comes time to build menus , we are already focused on how to ensure the final product is successful .” – Melissa Dowling www . cheersonline . com Winter 2024 • Cheers 13