IHGs World Class Beerage Program Guide

[Pages:15]IHG's World Class Beverage Program Guide

Holiday Inn? Hotels 2021-2022

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Intro

Based on comprehensive research and trends, IHG's World Class Beverage Program matches the beverage industry's leading brand names with the specific needs of each IHG? brand, creating a manageable portfolio tailored to our customers' tastes and budgets and aligned with our key goals and strategies. The program drives quality and consistency to help you stay profitable, competitive and on top of guest demand for your hotel bars and restaurants.

This program guide will outline everything you need to implement this recommended beverage program and RAISE THE BAR.

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Table of Contents

Brand Introduction

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Beverage SKUs By Brand Guide

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Beer & Seltzer

10

Wine

14

Spirits

20

Mixers

22

3

Cocktails

24

FAQ

26

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Brand Introduction

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THE 2021 ? 2022 HOLIDAY INN? HOTELS WORLD CLASS BEVERAGE PROGRAM IS APPLICABLE TO ALL U.S. BASED HOLIDAY INN? HOTELS AND REPLACES THE PREVIOUS PROGRAM. Dear Holiday Inn? Hotels Food and Beverage Team Members: ? The program selections for beer, wine, spirits (and others!) are

products with proven quality and consistency and a high value proposition. ? A combination of familiar and on-premise brands along with an elevated well program and hotel-curated backbar allows flexibility within a framework. ? In addition to the benefits for our guests, the program includes hotel access to beverage training opportunities, management resources, marketing collateral, menu design, customized hotelready promotions, and virtual and in-person social activations. ? The program is the foundation of an elevated beverage experience and can be expanded on as your restaurant or market supports. We encourage you to take advantage of all the opportunities and resources provided!

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Beverage SKUs By Brand Guide

C.A.S.H. Beverage Program

Wine, Beer & Spirit Min/Max SKUs

The Holiday Inn? Hotels Beverage Program Guide matches the beverage industry's leading brand names with the specific needs of each IHG? brand, creating a manageable portfolio tailored to our customers' tastes and budgets and aligned with our key goals and strategies.

Each of Holiday Inn? Hotels brand concepts have a specific minimum and maximum par level to achieve within each spirit, beer and wine category. The program selections for beer, wine, spirits (*and others!) are products with proven quality and consistency and a high value proposition. *Other products include Non-Alcoholic beers, Cider and Hard Seltzers.

The next few slides outline your IHG brand's minimum and maximum beer, wine and spirits (and others!) requirements ? these SKUs should not be deviated from the outlined min and max requirements.

C.A.S.H.

Toast to Toast

Burger Theory

Beverage Program Beverage Program Beverage Program

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Wine

CATEGORY Red Wine White Wines/Other Whites (Combined)

MINIMUM SKU 3 3

MAXIMUM SKU 6 6

Beer

CATEGORY Draft Beer Bottled Beer ? Domestic Bottled Beer ? Import Bottled Beer ? Craft

MINIMUM SKU 1 4 3 5

MAXIMUM SKU 6 6 6 6

Spirits

CATEGORY Vodka Gin Rum Tequila

Bourbon Whisk(e)y

Scotch

WELL SKU 1 1 1 1 1 1 1

CALL SKU 2 2 2 2 2 2 1

PREMIUM SKU 1

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Toast to Toast Beverage Program

Wine, Beer & Spirit Min/Max SKUs

Wine

CATEGORY Red Wine White Wines Other Wines (Sparkling & Roses)

MINIMUM SKU 4 4 2

Beer

CATEGORY Draft Beer Bottled Beer - Domestic, Import & Craft

MINIMUM SKU 4 4

Spirits

CATEGORY Vodka Gin Rum Tequila

Bourbon Whisk(e)y

Scotch

WELL SKU 1 1 1 1 1 1 1

MAXIMUM SKU 5 4 2

MAXIMUM SKU 4 12

CALL SKU 2 1 1 1 1 1 1

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Burger Theory Beverage Program

Wine, Beer & Spirit Min/Max SKUs

Wine

CATEGORY Red Wine White Wines

MINIMUM SKU 4 6

MAXIMUM SKU 5 7

Beer

CATEGORY Draft Beer Bottled Beer - Domestic, Import & Craft

MINIMUM SKU 8 24

MAXIMUM SKU 12 24

Spirits

CATEGORY Vodka Gin Rum Tequila

Bourbon Whisk(e)y

Scotch

WELL SKU 1 1 1 1 1 1 1

CALL SKU 2 1 3 3 2 2 1

PREMIUM SKU 1 1

1

1 1

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Draft Beer

When looking at share of serves, beer takes 46% of all on-premise business (Nielsen CGA ORM 10/03/2020, 52 weeks vs YA). Domestic beers remain the most popular overall but guests still respond that beer from local or regional breweries can encourage them to try something new. The beer program for Holiday Inn? Hotels is designed to check the minimum categories for the largest group of guest preferences while still allowing plenty of room for hotel localization.

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BEER TRENDS

New Belgium

+31%

All Other

Craft Beer +15%

Source: Nielson Oct 2020

Sales Growth

BY $ in 2019

3 TOP DRAFT

BEER STYLES

All Other Imports

1.75 Mil

Mexican Import Beer

4 Mil

1 Premium Light (Bud Light, Michelob Ultra, etc)

2 Craft 3 Mexican Import

(Dos Equis, Corona Extra, etc)

Source: Fintech On-Premise L13

The program below applies to all hotels with draft handles. Draft handles feature key brands in leading categories. For example, a hotel with 3 tap handles would offer Draft handle requirements 1-3, and a hotel with 3+ handles would feature the additional draft Mexican Lager and IPA options outlined below. Please refer to the BEVERAGE SKUs BY BRAND pages within this Guide to see your program minimum and maximum draft beer requirements.

DRAFT

1-3 handle requirements.

1st handle requirement.

3rd handle requirement.

Choice of:

Bud Light Michelob Ultra

2nd handle requirement.

Choice of Anheuser Busch Regional Craft **:

Kona Big Wave

Golden Road Wolf Pup IPA

Goose Island IPA

10 Barrel Apocalypse IPA

Goose Island Next Coast IPA Wicked Weed Pernicious IPA

Goose Island 312 Wheat Golden Road Mango Cart Wheat Ale

Blue Point IPA

Karbach Hopadillo IPA

Elysian Space Dust IPA

Karbach Weisse Versa Wheat

Elysian Day Glow IPA

Blue Moon

3+ handles requirements. Dos Equis Mexican Lager

Choice of New Belgium:

Fat Tire Voodoo Ranger IPA Voodoo Ranger Rotator IPA Voodoo Ranger Juicy Haze IPA

**Check to ensure products are available in your area; the IPAs listed above are regional recommendations.

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Packaged Beer & Seltzer

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BOTTLED* REQUIREMENTS

All of the beers/seltzers listed below are to be offered in your main restaurant/bar and make up the core beer program. Please refer to the BEVERAGE SKUs BY BRAND pages within this Guide to see your program minimum and maximum bottled beer requirements.

Choice of (Opposite of Draft Handle): Bud Light or Michelob Ultra

Choice of: Goose Island IPA or

Goose Island 312 Wheat

Choice of: Miller Lite or

Coors Light

Choice of: Blue Moon or

Blue Moon LightSky

Choice of: Modelo or Corona

Choice of: White Claw Hard Seltzer Black Cherry or Mango or Watermelon

Other Requirements: Stella Artois

Budweiser Leinenkugel Seasonal New Belgium Fat Tire Heineken Heineken 0.0

Samuel Adams Boston Lager Samuel Adams Seasonal Angry Orchard Hard Cider

*While the category is labeled "bottled," some products may only be available in cans.

SPIKED

SELTZERS

ARE HERE TO STAY

THE HARD SELTZER CATEGORY WILL

"FAR SURPASS" AN INITIAL FORECAST OF

281 MILLION CASE SALES

IN THE US BY 2023 TWO YEARS EARLY, ACCORDING TO IWSR

DRINKS MARKET ANALYSIS.

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Wine Program

WINE LIST SELECTION TIPS:

For popular varietals offer an upsell opportunity: i.e. Offer the House Pinot Noir by the Glass (BTG) at $X, and one (or more) upsell Pinot Noirs BTG at $X+. Consider having additional tiers of popular varietals available by the bottle.

When offering multiple choices of one varietal ensure you have variety either within the taste profile or the region of origin:

o For example, if offering 3 or 4 Chardonnays, avoid having one flavor profile i.e. "heavy oak": add a Chardonnay that is "buttery, less oaky", or vice versa.

o Or consider adding new wine varietals to the menu like a Merlot and/ or 2nd upsell Pinot Noir to offer variety.

The Core Wine list covers the main varietals:

o Chardonnay

o Ros?

o Sauvignon Blanc

o Merlot

o Pinot Gris

o Cabernet Sauvignon

o Sparkling

o Pinot Noir

If your hotel can support a larger wine offering, over index on popular varietals: o Cabernet Sauvignon o Pinot Noir o Chardonnay o Sparkling wines (Prosecco, Sparkling, Champagne, etc.)

The 2021-2022 World Class Beverage Program includes 3 categories of wine: White wines, Bubbles & Ros?s and Red wines. All wines to be offered By-The-Glass and By-The-Bottle.

All of the required wines in the program were selected based on a variety of attributes in addition to meeting a high standard of quality, consistency, and reputation. Some of the special attributes that have benefits for your hotel and/or that may appeal to your guests have been highlighted on the following pages.

Please visit the Holiday Inn? Hotels World Class Beverage Program page on for more detailed product information and tasting notes.

Please refer to the BEVERAGE SKUs BY BRAND pages within this Guide to see your program minimum and maximum red, white and sparkling wine requirements.

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TOP % INCREASE IN

VARIETAL GROWTH

Focus on growth wine varietals or a more diverse wine offering: o Ros? +48% o Prosecco +25% o Pinot Noir +8% o Cabernet Sauvignon +7%

OFFER

GUESTS

MORE

DIVERSE

WINE VARIETALS

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