Sheraton Hotels & Resorts, part of Starwood Hotels & Resorts, is transforming its lobby bar experience with Paired, a new F&B program that pairs small plates and bar snacks with curated wine and beer selections.
“Sheraton guests crave new and personalized experiences, and when they travel, they look to create these opportunities,” says Dave Marr, global brand leader of Sheraton Hotels & Resorts. “By building on the equity we have in wine, we’re adding local craft beers and introducing fun and exciting food pairings.”
Paired will engage guests via demonstrations presented by local craft breweries and sommelier-hosted educational courses.
The program will launch at all Sheraton properties as part of a company-wide initiative called Sheraton 2020, a comprehensive 10-point plan to globally reposition the brand within the next five years.
