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Four Points by Sheraton builds on beer

23 Sep 2008

What has ale got to do with the image of a hotel chain?

Plenty, especially with accommodation provider Four Points by Sheraton that has pinpointed the gospel of life’s “Simple Pleasures” as its unique selling point. Largely known in North America, it has currently only 10 properties in the region, starting with Darling Harbour, Sydney in 2000, followed by Taiwan and China (Four Points Hangzhou pictured).

Alongside promoting a balanced lifestyle, Four Points has invested in the Best Brews programme, even appointing a “Chief Beer Officer” to share the joys with a thirsty public of a perfectly poured cold one. The position, which attracted over 7,500 applicants from more than 30 countries, finally went to Scott Kerksman of Arizona, a certified beer judge and beer trend tracker.

Through Best Brews, each participating Four Points hotel will provide a selection of local, regional and imported craft beers in bottles and on tap. They will offer a minimum of four draught beers and a selection of up to 20 bottled beers, including imports from Belgium, Germany, England and the Czech Republic among others.

Starwood Hotels & Resorts, Four Points by Sheraton’s mother company, is accelerating the brand’s presence in Asia-Pacific with four more hotels in China and a first in Kuching, Malaysia and Halong Bay. These are all expected to open before the year-end.

Making sure to feature a fun and appealing design, Four Point properties also cover the basics: a comfortable bed, great shower, state-of-the-art meeting facilities, restaurant service and feel good extras like the Best Brews offering.

For more details, go to www.fourpoints.com

Margie T Logarta

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