Embracing the growing trend of mindful consumption, Loews Hotels & Co has launched its Free Spirited beverage programme.

Beverage selections will differ at each property, reflecting the availability of local suppliers, popular flavours in the region, and the creativity of the mixologists.

As an added touchpoint, Loews Hotels has seamlessly integrated these specialty libations into its standard cocktail menus, with each drink clearly marked by an icon denoting its low or no ABV content, ensuring that individuals seeking alternatives to traditional alcoholic beverages have access to a wide range of options while providing complete transparency and clarity.

Beyond the bar, Free Spirited by Loews Hotels will seamlessly integrate into catering and event planning, offering a curated selection of non-alcoholic beverages that are as thoughtful and intricate as their alcoholic counterparts. Moreover, this program will be infused into tentpole, brand-wide programming throughout the year, such as the brand’s annual Summerfest, further fulfilling the holistic approach to preference accommodation.

“At Loews Hotels, we recognise that our guests have varying preferences when it comes to beverage choices, and we are dedicated to providing an inclusive and elevated experience for all,” comments Mark Weiss, Senior Vice President Food and Beverage at Loews Hotels & Co. “Free Spirited by Loews Hotels underscores our commitment to innovation and guest-centricity, and we are looking forward to showcasing our properties’ mixology teams and their expertise.”