Global Media Co. Launches Innovative Beverage Alcohol Sampling Program for Hotels & Resorts at eBev 2025
It's well known that one of the most powerful branding opportunities is discovering your new favorite drink while traveling. Fruity tropical cocktails on a sunny beach. Your first Manhattan in Manhattan. A spritz on the Amalfi coast. All of these drinks have become globally successful by their association to consumers' favorite travel memories. But beverage alcohol brands have found it difficult and costly to provide samples of these libations to guests at leading U.S. hotels due to restrictive regulations — until now. HCN CEO Kevin Bidner
Produced by the Beverage Marketing Association, eBev 2025 will be held May 28 to 30 at the Conrad Indianapolis Hotel. In a presentation titled 'Keep on Winning in the Real World … in Real-Time,' to be held Wednesday, May 28th at 4:25 p.m., Bidner will explain the new HCN ad-supported tablet model for beverage brands, advertising partners, and hotels.
Here's How It Works: Upon check-in at a hotel, a guest is asked if he or she would like to sample the hotel's signature cocktail before heading to the room. After a long drive or flight (often fraught with delays), a complimentary beverage would be a perfect start to the stay. Without having to search out the lounge, the front desk agent hands the traveler a delicious libation or advises the guest of a free drink awaiting them in their room, compliments of the hotel's in-room tablet provider, HCN. The front-desk attendant also presents a coupon for 20% off a second signature cocktail served at the hotel bar. From the first sip, this gesture of hospitality makes a lasting impression of the beverage alcohol brand and the hotel on the consumer. The drink is now imprinted on the guest, transporting them back to their unforgettable vacation with every taste. And, the hotel is forever imprinted as the place they discovered their new favorite drink. Each time the traveler enjoys that drink, he or she is magically transported to memories of cherished travels.
Beverage 'Lovemark'
One of the primary goals of any beverage brand is to have its target audience fall in love with it. There is no better time to imprint a 'lovemark' on consumers than upon arrival at a hotel. Travel is difficult, and arrival at your destination is a cause for celebration. By connecting your brand to that moment of arrival and celebration, the brand can build a strong emotional connection with consumers. This new hotel partnership program from HCN is the most cost-effective way we have seen to get samples into the hands of traveling consumers, creating the opportunity for durable loyalty to that brand. Seth Hillstrom, Executive Director of the Beverage Marketing Association, an organization that unites the industry's leading minds to address the future of beverage marketing
As a third-party media company that is already operating within the hotel, HCN is well positioned to execute and manage sampling programs as part of a 360 degree media buy in leading hotels.
Through our in-room tablet platform, we can deliver the sample, promote the brand to 100% of guests staying at the hotel, and encourage redemption of a coupon for repeat purchase of the brand as a means of tracking effectiveness. The average person spends 3.5 waking hours a day in a hotel room; that is the ideal time to send value-added service messaging to guests. There is no other media platform that offers as much potential for guest engagement and the control of brand messaging. Terry Donnelly, Chief Revenue Officer of HCN
Interactive Bedside Platform
HCN is using its platform to improve guest communication with the hotel, connectedness to the city, brand awareness for advertisers, and features an AI concierge for every room. Unlike mobile apps and QR codes that struggle to get 15% adoption, HCN tablets often show more than 90% engagement with consumers because they can be integrated into guestroom technology and hotel brand loyalty platforms.
We hope everyone attending eBev 2025 will learn how this sampling program can serve up profits for everyone involved , Donnelly said. There is no other technology that offers as much revenue and marketing potential to reach affluent travel consumers.
HCN is seeking leading beverage brands in 2025 to form partnerships with hotels and participate in its Sampling Program. If interested, please contact [email protected].
About The Hotel Communication Network (HCN)
Founded in 2008, with headquarters in Ottawa, Ontario, Canada, The Hotel Communication Network has built on years of research and development to provide an innovative high-value guest amenity that keeps each guest connected to their hotel, city and each other. For more information, visit www.hcn-inc.com.
About The Beverage Marketing Assn.
Beverage Marketing Association (BMA) is the global community for beverage marketers, retailers, distributors, and technology partners. An industry-driven collective that exists for the greater good, BMA is a trusted resource fostering collaboration, enabling new efficiencies, and championing the smart use of technology to drive growth. From their annual eBev event to their weekly newsletter, and renowned eBev global interview series. . .BMA is the industry hub for advancing strategy and building meaningful connections that drive us forward.
About eBev 2025
eBev is the premier gathering of the brightest minds in beverage marketing. Since 2011, it has united rising stars and industry leaders from brands, retail, and technology partners to explore what truly drives consumer connection and conversion. Through keynotes, panels, and curated conversations, eBev dives deep into the trends, data, and strategies shaping the future of how we reach, motivate, and win share of heart from today's consumers. For more info visit www.bevmarketing.org
Barbara Worcester
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