Written By: Ann Wilson
With the growing number of requests from customers for interesting and flavorful adult drinks without alcohol prompts development of non-alcoholic cocktail menus.
The growing number of requests from customers of three of IHG’s full-service brands-InterContinental Hotels & Resorts, Crowne Plaza Hotels & Resorts and Holiday Inn Hotels & Resorts-for interesting and flavorful adult drinks without alcohol prompted development of a consistent selection of cocktails for these brands. The program was introduced in April 2008 for use at both company-owned/managed and franchised InterContinental, Crowne Plaza and Holiday Inn hotels. Currently, approximately 400 IHG hotels in North America feature the cocktails and more than 250,000 of the drinks have been served since the menu’s launch. The objective for this program was to enhance customer satisfaction with the respective brands by providing a wider and more sophisticated range of options for those customers desiring a non-alcoholic beverage. Crisp new Non-Alcoholic Cocktails drink menus are tailored for use by each brand and feature full-color photos and informative descriptions of the offerings. Hotels received training support for educating servers about the new drinks and how best to position and sell them.
IHG turned to vendor partner, The Coca-Cola Company, who assisted by contracting its own celebrity specialty chef, Virginia Willis, to create the new drinks. IHG worked with Willis to deliver cocktails that are appropriately complex, take advantage of consumers’ increasing interest in being informed and educated about their beverage choices and are a match for the consumer-focused positioning of the brands. The half-dozen cocktails Willis created feature high-octane healthy ingredients such as blueberries, pomegranate juice and green tea.