Marriott
Crafting the Perfect Cocktail Experience
How we transformed Marriott’s beverage portfolio to exceed guest expectations across a range of hotel brands.
The Challenge
With diverse guest demographics and brand identities spanning the Marriott portfolio, the challenge was to elevate beverage experiences in a way that resonated authentically with each brand’s unique tone and clientele.
The Clarity
A perfectly crafted cocktail experience requires a perfectly crafted brand strategy.
The Transformation
We reimagined Marriott’s beverage portfolios to align with each brand’s identity. From JW Marriott’s understated elegance to The Ritz-Carlton’s luxury and the Renaissance’s savvy appeal, each collection was tailored to elevate guest experiences and support brand positioning.
The JW Marriott’s understated style helped build awareness of Beverage Partners and support on-site training needs of bar employees.
A training tool and guide for the property bars highlighted beverages they would be serving, complete with a full portfolio of their alcohol offerings.
We worked with managers and key operational leads to develop the collection, and then crafted promotions to feature key beverages within the new portfolio.
The Ritz-Carlton Luxury Beverage Collection was designed to build awareness of high-end Beverage Partners.
An interactive PDF and back-of-house toolkit served as resources for Hotel and Bar Managers to successfully execute a beverage program at the high level guests expect.
We reimagined the Renaissance Beverage Collection to showcase beverage partnerships while encompassing the savvy, intriguing appeal of the brand.
An interactive PDF and back-of-house toolkit encouraged operators to promote on-trend beverage experiences at every property.
Results and Impact
Our initiatives resulted in enhanced guest satisfaction and increased brand loyalty across Marriott’s diverse portfolio. Beverage programs aligned with brand identities saw heightened awareness and engagement, contributing to overall guest satisfaction and retention.
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