Hilton India and Sakurafresh brew up a Strategic Beverage Partnership Program to meet the evolving interest and demand of Zero Alcohol Beverages in India
~First-of-its-kind partnership to develop a comprehensive beverage program catering to consumers who are inclined towards Zero alcohol beverage options~
India, February 21, 2022 – As part of its commitment to provide guests with innovative food and beverage offerings, Hilton India announced a Strategic Beverage Partnership Program with Sakurafresh Beverage and Food. The collaboration marks a first-of-its-kind partnership, to drive innovation, sustainability and healthy beverage offering across all participating Hilton properties in India, showcasing the global award-winning Sakurafresh’s Zero Alcohol Liqueurs, Spirits and Cocktail Bitters.
Early access to new beverage products, exclusive menus, cocktail recipes, crafting innovative and creative healthy drinks are hallmarks of this partnership, which will ensure catering to consumer preferences towards Zero Alcohol Beverages.
“As we work to continuously enhance our food and beverage offerings in India to deliver unique experiences focused on health and wellbeing , we are thrilled to announce the strategic beverage partnership with Sakurafresh Beverage and Food” said Mr. Prashant Kulkarni, Director F&B, India-Hilton. “This collaboration will enable an elevated on-property beverage experience that will meet the evolving needs of today’s guests who choose to be sober yet socially engage with family, friends or business associates with healthier options.
As part of the strategic partnership, Sober Soirée series of Zero Alcohol Cocktail Menus will be launched in all participating properties across India in February 2022. A brand-new beverage menu – curated exclusively by Sakurafresh Beverage and Food will puts drinks and health together on the table, keeping in mind changing preferences of consumers for healthier beverage options and mindful social drinking. Sober Soirée series will continue to adapt and inspire creative cocktails throughout the year in line with consumer preferences and demand for xero alcohol drinks.
There is a growing set of consumers who are exploring Zero Alcohol drinks and this collaboration will work towards creating innovative beverage options for these consumers. Several industry reports indicate an increasing preference of Zero Alcoholic Spirits, Liqueurs and Cocktails. The sober curiosity movement, for instance, with low-to-no ABV alcoholic beverages, is gaining momentum around the world with more people mindful of their health and drinking habits. In fact, according to the Social Standards’ July 2020 COVID-19 Insights: Food & Beverage Report, the “non[1]alcoholic [category] grew 22% year-over-year (comparing May-Jul 2019 to May-Jul 2020).
Commenting on the Strategic Partnership, Mr. Naveen MV, Group Managing Director, Sakurafresh Beverage and Food said “We are excited about our partnership with Hilton India. As one of the global innovation leaders in the Zero Alcohol Liqueurs and Spirits segment worldwide, Sakurafresh Beverage and Food look forward to collaborating with Hilton properties in India and working alongside their beverage team on creating a unique experience for hotel guests. Our zeroalcohol award winning liqueurs, spirits and bitters will drive innovative-creative cocktails and straight pours. Guests and consumers in India are starting to expect and demand drinks that they are excited to consume, even when abstaining from alcohol.”
About Hilton
Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 18 world-class brands comprising more than 6,700 properties and more than 1 million rooms, in 122 countries and territories. Dedicated to fulfilling its founding vision to fill the earth with the light and warmth of hospitality, Hilton has welcomed more than 3 billion guests in its more than 100-year history, earned a top spot on the 2021
World’s Best Workplaces list, and been recognized as a global leader on the Dow Jones Sustainability Indices for five consecutive years. In 2020, Hilton CleanStay was introduced, bringing an industry-defining standard of cleanliness to hotels worldwide. Through the award-winning guest loyalty program Hilton Honors, the nearly 123 million members who book directly with Hilton can earn Points for hotel stays and experiences money can’t buy. With the free Hilton Honors app, guests can book their stay, select their room, check in, unlock their door with a Digital Key and check out, all from their smartphone. Visit newsroom.hilton.com for more information, and connect with Hilton on Facebook, Twitter, LinkedIn, Instagram and YouTube.
About Sakurafresh Beverage and Food
It all started with a simple vision – enriching the health of our global consumers by offering a wide variety of sustainable beverage and culinary food choices for present and for future generations. Headquartered in Yokohama, Japan, Sakurafresh Beverage and Food is a global manufacturer of beverage and culinary food products for conscious consumers. With our origins in a decade of environmentally sustainable and healthy farming practices, at Sakurafresh we leverage our strong foundation to incorporate innovation, range, and diversity in our beverage and culinary offerings.
A world of possibilities opens up with our beverage solutions including Zero Alcohol Liqueurs, Spirits, Bitters and Cocktail ingredients. Using premium quality, natural ingredients, we proudly produce the handcrafted and global award winning Zero Alcohol Beverage products. Further challenging industry norms, the product ranges are produced in smaller batches and create our signature blend of Fresh – Clean – Clear – Crisp. Sakurafresh is winner of twenty-three prestigious medals from Concours Mondial de Bruxelles, International Wine & Spirit Competition (IWSC), The Global Spirits Masters and The China Wines & Spirits (CWSA) competition.
Press Contact:
Hilton India
Sonal Tripathi
Hill+Knowlton Strategies
sonal.tripathi@hkstrategies.com
Ridhima Gera
Hill+Knowlton Strategies
ridhima.gera@hkstrategies.com
