Sheraton Gets Serious About Beer

Today’s post by Jay over at Brookston Beer Bulletin reminded me that I intended to write about this topic back in November, but I never got around to it. Ah, well, better late than never…

I don’t travel a lot, but when I do, I always lament the poor beer selection that I find in most hotel restaurants and mini-bars. While I understand that hotels (at least the mid-range ones that I usually stay at) generally try to cater to the average (i.e. unadventurous) person when it comes to their food and drink offerings, their boring beer lists have always seemed like a wasted opportunity to me. After all, most tourists visit new places in order to experience things that make those places unique, including the local food and drink. So why not offer them some locally made craft beer?

It seems like someone at Sheraton Four Points, one of the mid-range chains owned by hotel giant Starwood, had the same idea, as they launched a new initiative called Best Brews this past fall. According to the mid-November press release, bars and restaurants in Four Points properties around the world now feature beer lists that offer “a selection of local, regional and imported craft beers”, with each location serving “a minimum of four draught beers and a selection of up to 20 bottled beers”. In addition, “all Four Points lounge and restaurant staff must complete the Best Brews online training program and master all aspects of the curriculum”, and each location will have a “beer champion” on staff who will be “helping guests discover new tastes and brands, as well as educating them about the differences between each beer”.

Looking over the Best Brews web page, this looks to be a serious and well-researched program. Unlike some other online resources, the information presented on the site is accurate and informative without being too geeky or know-it-all-ish. And adding a but of fun to the whole thing is the “job search” for a “Chief Beer Officer” that Four Points have been running for the past few weeks. The press release claims that it is a real position that they are looking to fill, with something verging on an actual job description:

One of the primary duties of the CBO will be to document all official activities and beer learnings on a Four Points beer blog. This includes discovering new brews to feature in the program and sharing their thoughts about each beer they sample in the portfolio, as the CBO will have a sampling of the collection delivered to their door each quarter.

However, the online “application” for the position is just a series of simple multiple-choice questions related to beer, and a request for your address and phone number, suggesting that it may just be a ploy to promote the program and build a mailing list of microbrew drinkers. Whatever the aim, it’s still an exciting step forward for craft beer, and one that will likely convince many beer lovers – including myself – to consider staying at Four Points hotels during any trips we may take in the future.

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