Four Seasons Hotels and Resorts has launched its first annual Beer Fest, a global campaign featuring local beers and programming at Four Seasons properties as well as beer-centric menus at its restaurants.
The Toronto-based company decided to hold its inaugural Beer Fest due to the growing popularity of craft beer, says Guy Rigby, Four Seasons’ vice president of food and beverage for the Americas. “Craft beer is hugely popular at the moment, not only in America but around the world,” Rigby explained. “By focusing on beer, we’re jumping onto a trend in a big way, and we’re right on the money because the concepts we’re creating are proving to be very successful and profitable.”
While there is no directly attributable ROI as of yet, Rigby said Beer Fest has drawn a community following. The restaurants’ innovative beer dishes are one of the campaign’s main attractions: Guests can sample blond-beer dosas at Four Seasons Hotel Mumbai or pineapple-bacon doughnuts with an IPA glaze at Four Seasons Resort Vail.
“I’ve been very happy with the results we’ve had for all the hotels that are doing special and unique beer events,” Rigby said. “It’s definitely something that we are going to repeat next year.”