Sheraton Raises a Glass to Celebrate Global Roll-out of Premium Wine Program with 24 Hour "Toast Aro


Sheraton Raises a Glass to Celebrate Global Roll-out of Premium Wine Program with 24 Hour "Toast Around the World"

Sheraton Social HourNow Featured at more than 400 Hotels around the World

Starwood's Largest Brand Announces Premier Social Hour Event Series and Starwood Preferred Guest® Wine Club

STAMFORD, Conn.--(BUSINESS WIRE)-- From Asia to Europe to the Americas, Sheraton Hotels & Resorts is raising a glass and betting big on its premium wine program, Sheraton Social Hour. Sheraton Hotels, in cooperation with Wine Spectator magazine today, announces the global roll-out of its signature wine program to 430 hotels around the world. In celebration of the program's success Sheraton, Wine Spectator and its valued wine partner Ste. Michelle Wine Estatesis hosting a 24-hour "Toast Around the World" at Sheraton hotels and resorts across the globe including Edinburgh, Mexico City, Bali, Bangalore and New York.

The festivities kick off in Asia with celebrations at the Sheraton Hong Kong and Sheraton Shanghai Pudong and a celebratory toast will be passed virtually around the world until it reaches The Sheraton New York Times Square and The Sheraton Waikiki for the conclusion of the day-long global celebration. Hotel guests and brand followers will be invited to join in on the virtual celebration with the brand's new dedicated Social Hour mobile platform,, where they can browse through hundreds of toasts shared around the world for the special occasion or create their own using #SheratonToast. Want to raise a glass? Consumers and guests are invited to join the conversation on social media platforms like Twitter and Instagram using #SheratonToast.

Sheraton also announced today the launch of the Sheraton Social Hour Event series, six experiential, premium wine tasting events across the U.S. featuring some of the world's top winemakers. Slated to debut at the Sheraton Chicago in June, the wine series will travel to key cities across the country including Seattle, Boston, Chicago and more.

Social Hour Success

Nearly one year following the award-winning program's limited debut, hotels that participated in Sheraton Social Hour have higher bar RevPOR (revenue per occupied room) than non-participating hotels, have better year-over-year performance in bar and food and beverage RevPOR and saw an average 20% increase in YOY beverage revenue at the lobby bar. Sheraton Kansas City reports wine sales having increased 43% in the bar and lounge since the launch of the Sheraton Social Hour, Sheraton Seattle has experienced at 39% sales increase and The Sheraton New York Times Square's bar revenue is up 20% since it introduced the program.

The 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. In North America, the program features 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 features renowned wineries such as Chateau Ste. Michelle, Stag's Leap Wine Cellars, Northstar, Columbia Crest, Antinori, Col Solare, Champagne Nicolas Feuillatte and Eroica.

"We worked with some of the most renowned names in the wine industry so that our guests can easily savor some of the most highly rated wines in the world during their stay," said Hoyt Harper, Global Brand Leader for Sheraton Hotels & Resorts. "The success of Social Hour has exceeded our expectations. Guests love the program and hotels are seeing a dramatic increase in food and beverage revenue as a direct result."

Cheers! Starwood Preferred Guest Members can now Redeem Starpoints®for Chateau Ste. Michelle Premium Wines

Sheraton Hotels and Starwood Preferred Guest (SPG), in partnership with Chateau Ste. Michelle, is proud to introduce the Chateau Ste. Michelle Premium Rewards Wine Club for U.S. customers. SPG members may now redeem Starpoints for membership in this Wine Club which features specially chosen red and white wines with a history of high acclaim.

A 6-month membership is offered for 12,000 Starpoints and includes two quarterly shipments of two bottles each - one red and one white. A 12 month membership is available for 24,000 Starpoints and includes four quarterly shipments of two bottles each - one red and one white. Wine club members also receive an exclusive 20% discount on all purchases made online at (some exclusions may apply). Visit for more information.

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 myriad flavors to life during wine tasting.

For more information including please visit, and for more information on Sheraton Hotels & Resorts, please visit or Facebook. Follow Sheraton on Twitter.

About Sheraton Hotels & Resorts

Sheraton helps guests make connections at more than 400 hotels in nearly 70 countries around the world and recently completed a $6 billion global revitalization and is now in the midst of a $8 billion global expansion over the next three years. Sheraton is owned by and is the largest and most global brand of Starwood Hotels & Resorts Worldwide, Inc., one of the leading hotel and leisure companies in the world with 1,146 properties in nearly 100 countries and 171,000 employees at its owned and managed properties. Starwood is a fully integrated owner, operator and franchisor of hotels, resorts and residences with the following internationally renowned brands: St. Regis®, The Luxury Collection®, W®, Westin®, Le Méridien®, Sheraton®, Four Points® by Sheraton, Aloft®, and ElementSM. The Company boasts one of the industry's leading loyalty programs, Starwood Preferred Guest (SPG), allowing members to earn and redeem points for room stays, room upgrades and flights, with no blackout dates. Starwood also owns Starwood Vacation Ownership, Inc., a premier provider of world-class vacation experiences through villa-style resorts and privileged access to Starwood brands. For more information, please visit

Starwood Hotels & Resorts
Nadeen Ayala, 203-351-2542
Nancy J. Friedman PR
Amanda Deveaux, 212-228-1500

KEYWORDS: United States North America New York


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