Loews Hotels & Co, the brand behind 25 hotels and resorts across the United States and Canada, has announced the debut of their Free Spirited by Loews Hotels program. As one of the pioneering hotel brands to embrace the growing trend of mindful consumption, Free Spirited by Loews Hotels will provide elevated and bespoke hotel bar programming for those who choose low alcohol or zero percent beverages.
As part of Loews' commitment to welcoming guests like family, the brand has continued to create judgment-free environments designed to accommodate guests of all ages, abilities, and lifestyles. With this program, Loews Hotels will showcase their respective, on-site mixology talent, crafting impressive libations that focus on locally sourced ingredients and unique flavour combinations.
"At Loews Hotels, we recognise that our guests have varying preferences when it comes to beverage choices, and we are dedicated to providing an inclusive and elevated experience for all," said Mark Weiss, Senior Vice President of Food and Beverage at Loews Hotels & Co.
"Free Spirited by Loews Hotels underscores our commitment to innovation and guest-centricity, and we are looking forward to showcasing our properties' mixology teams and their expertise."
Beyond the bar, Free Spirited by Loews Hotels will seamlessly integrate into catering and event planning, offering a curated selection of low alcohol and non alcoholic beverages that are as thoughtful and intricate as their alcoholic counterparts. Moreover, this program will be infused into tentpole, brand-wide programming throughout the year, such as the brand's annual Summerfest, further fulfilling the holistic approach to preference accommodation.
As an added touchpoint, Loews Hotels has seamlessly integrated specialty libations into its standard cocktail menus, with each drink clearly marked by an icon denoting its low or no ABV content. This thoughtful approach ensures that individuals seeking alternatives to traditional alcoholic beverages have access to a wide range of options while providing complete transparency and clarity. By incorporating these distinctive indicators directly onto the menus, Loews Hotels ensures all beverages are crafted with the same attention and care.
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