A new type of hospitality is emerging, where alcohol isn't confined to the bar and is instead at the core of the experience. We look at three ways booze brands are taking on tourism:
1. Bed & Beverage
With the number of UK distilleries rising by 107% since 2012 (UHY Hacker Young), alcohol brands are under pressure to offer a point of difference and create new touchpoints with their consumers beyond the bar or retail environment.
While distillers and brewers have, for years, been hosting tours and open days for guests keen to learn more about the alcohol they’re drinking, brands are now opening on-site guest rooms to give visitors a more immersive look at the inner workings of the brand.
The Distillery in London is a multifaceted gin hotel dedicated to the spirit. Comprising of two bars, a distillery and three boutique guest rooms, the space enables guests to learn more about the process behind Portobello Road gin.
The concept is not exclusive to spirits though. BrewDog recently announced that it’s building two craft beer hotels in Aberdeenshire and Ohio - due to open over the next year.
Both hotels will overlook the brewery, enabling guests to experience the production process from the comfort of their rooms, while in-room beer taps provide a modern alternative to traditional room service.
2. Sustainable Sleepovers
Some hotels are not only inviting guests to explore alcohol production first-hand, but are also adding a level of sustainability to the experience.
WineBox, located 30 minutes from the wine region of Casablanca Valley in Chile, has been constructed from decommissioned shipping containers and recycled materials; furniture is created from repurposed wine products and the hot tub is made from a Chilean wine vat. Just a few of the features making this hotel a sustainable solution for conscious travellers.
Meanwhile in Colorado, the Marble Distillery Co. implements sustainability throughout its premises, using its newly opened public hotel as a means of demonstrating its commitment to the environment.
“Similar to the ‘Know Your Farmer, Know Your Food’ movement, a ‘Know Your Distiller, Know Your Booze’ movement is catching on.” Michelle Marlow, spirit liaison, Marble Distilling Co.
The facility is zero-waste, recycling 100% of its process water and using energy harvested during distillation to heat the luxury guest rooms.
3. Tastemakers Check-In Free
Last year, tequila company, Patrón, opened La Casona: an exclusive invitation-only guest house overlooking its distillery in Jalisco, Mexico with a free tequila bar available to guests of the 20 rooms.
Staying at the property is free, but available only to guests who can help promote Patrón’s image as a luxury brand.
According to Patrón, there is a misconception that it is a mass-produced American brand; they hope that La Casona will change this image by exposing elite guests to its traditional Mexican production process.
Guests include celebrity chefs, Oscar-winning filmmakers, influencers and tastemakers.
The space itself is not overly branded, instead spaces are outfitted to reflect the brand identity, alongside nods to the tequila making process – a familiar palette reflecting the agave fields and volcanic soil.
SEEN is compiled by LOVE’s Head of Culture, Kat Towers. Want to say hello, ask questions or challenge her cultural knowledge? Get in touch - firstname.lastname@example.org