by Loren G. Edelstein | May 16, 2012

Sheraton Hotels & Resorts yesterday announced the global launch of the Sheraton Social Hour, a unique program in partnership with Wine Spectator magazine. All 240 participating Sheraton hotels around the world will host Social Hour tasting events three to four evenings per week, featuring a selection of premium wines served in Riedel stemware and paired with fine food samplings. In North America, tastings will feature two 90+ rated wines from the Sheraton Selects menu as 2 oz. tastings, along with select menu pairings. Guests will pay $5 to participate, according to Bob Jacobs, vice president, brand management, for Sheraton and Westin in North America. Sheraton piloted the new program in 19 global properties and will roll it out globally through July, said Jacobs. According to Hoyt Harper, global brand leader for Sheraton Hotels & Resorts, "We worked with some of the most renowned names in the wine industry for more than a year so that our guests can easily savor some of the most highly rated wines in the world during their stay." Added Harper, "We'll do this for meetings, too. We think meeting attendees will appreciate sampling 90+ rated wines, which is probably not what they have come to expect at a typical meeting." The program will include wines from Chateau Ste. Michelle, Stag's Leap Wine Cellars, Northstar, Champagne Nicolas Feuillatte and Eroica. Partners include Riedel stemware and premium waters from S.Pellegrino and Acqua Panna.