Loews Launches ‘Free Spirited’ Beverages

Loews Hotels & Co. on April 10 announced the debut of the Free Spirited by Loews Hotels program for guests who choose to imbibe less or not at all. The brand-wide offering of handcrafted low- and no-ABV beverage options will showcase on-site mixology talent using locally sourced ingredients and unique flavor combinations, the company says.

Beverage selections will differ at each property, reflecting the availability of local suppliers, popular flavors in the region and the creativity of the mixologists. For example, guests at the Loews Coronado Bay Resort can enjoy the low-ABV Coronado Cobbler, made with Amontillado sherry, lemon juice, agave, Liquid Alchemist peach syrup, dash of Angostura bitters and a mint sprig. The Loews Miami Beach Hotel has the Okiru Martini, with Soto sake, Aplos Arise non-alcoholic spirit, lemon juice, cucumber, and honey water.

No-ABV options include the Boulevard of Broken Dreams at the Loews Philadelphia Hotel, a barrel-aged Boulevardier made with Lyre’s whiskey, Aperitif Rosso and Italian Orange. The Pineapple-Matcha-Jito at Live! by Loews – St.Louis incorporates a house-made pineapple and tarragon shrub with lime juice, honey syrup, matcha powder and club soda.

The hospitality brand, which operates 25 hotels and resorts across the U.S. and Canada, will integrate the Free Spirited by Loews Hotels program into catering and event planning. The offering will also be infused into tentpole, brand-wide programming throughout the year, such as the brand’s annual Summerfest immersive experiences.

More hotel chains now offer no-/low-alcohol beverages. For instance, Hyatt Hotels Corp. launched its Zero Proof, Zero Judgment beverage program in 2021. Hilton’s contemporary lifestyle brand Tempo by Hilton late late year unveiled a menu of hand-crafted “Spirited” and “Free-Spirited” cocktails.

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