Available at 430 hotels around the world, Sheraton Social Hour is a premium wine service developed in conjunction with Wine Spectator magazine. To launch the new program at the Sheraton New York Times Square Hotel, a penthouse event on May 15 served vino from a custom bar constructed out of wine bottles. Designed by Level Productions and built by Abunch LLC, the bar was flanked by signage that explained the taste profile of the wines, along with snacks that paired with them. For example, one bar served sauvignon blanc with saltwater scallops and chardonnay with herbed chicken sandwiches.
The event was part of the hotel company's 24-hour "Toast Around the World." Starting in Sheraton hotels in Asia, the toast continued in other properties until it was New York's turn to raise a glass. Snaps from the different events appeared on a dedicated mobile platform, sheraton.com/socialhour; the promotion also had its own hashtag, #SheratonToast.
