Hilton India and Sakurafresh brew up a Strategic Beverage Partnership Program to meet the evolving interest and demand of Zero Alcohol Beverages in India

India, February 21, 2022 – As part of its commitment to provide guests with innovative food and  beverage offerings, Hilton India announced a Strategic Beverage Partnership Program with  Sakurafresh Beverage and Food. The collaboration marks a first-of-its-kind partnership, to drive  innovation, sustainability and healthy beverage offering across all participating Hilton properties  in India, showcasing the global award-winning Sakurafresh’s Zero Alcohol Liqueurs, Spirits and  Cocktail Bitters. 

Early access to new beverage products, exclusive menus, cocktail recipes, crafting innovative  and creative healthy drinks are hallmarks of this partnership, which will ensure catering to  consumer preferences towards Zero Alcohol Beverages.  

“As we work to continuously enhance our food and beverage offerings in India to deliver unique  experiences focused on health and wellbeing , we are thrilled to announce the strategic beverage  partnership with Sakurafresh Beverage and Food” said Mr. Prashant Kulkarni, Director F&B,  India-Hilton. “This collaboration will enable an elevated on-property beverage experience that  will meet the evolving needs of today’s guests who choose to be sober yet socially engage with  family, friends or business associates with healthier options.”

As part of the strategic partnership, Sober Soirée series of Zero Alcohol Cocktail Menus will be  launched in all participating properties across India in February 2022. A brand-new beverage  menu – curated exclusively by Sakurafresh Beverage and Food will puts drinks and health  together on the table, keeping in mind changing preferences of consumers for healthier beverage  options and mindful social drinking. Sober Soirée series will continue to adapt and inspire  creative cocktails throughout the year in line with consumer preferences and demand for xero  alcohol drinks. 

There is a growing set of consumers who are exploring Zero Alcohol drinks and this collaboration  will work towards creating innovative beverage options for these consumers. Several industry  reports indicate an increasing preference of Zero Alcoholic Spirits, Liqueurs and Cocktails. The  sober curiosity movement, for instance, with low-to-no ABV alcoholic beverages, is gaining momentum  around the world with more people mindful of their health and drinking habits. In fact, according to the  Social Standards’ July 2020 COVID-19 Insights: Food & Beverage Report, the “non[1]alcoholic [category]  grew 22% year-over-year (comparing May-Jul 2019 to May-Jul 2020). 

Commenting on the Strategic Partnership, Mr. Naveen MV, Group Managing Director,  Sakurafresh Beverage and Food said “We are excited about our partnership with Hilton India. As  one of the global innovation leaders in the Zero Alcohol Liqueurs and Spirits segment worldwide,  Sakurafresh Beverage and Food look forward to collaborating with Hilton properties in India and  working alongside their beverage team on creating a unique experience for hotel guests. Our zero alcohol award winning liqueurs, spirits and bitters will drive innovative-creative cocktails and  straight pours. Guests and consumers in India are starting to expect and demand drinks that they  are excited to consume, even when abstaining from alcohol.” 

About Hilton 

Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 18 world-class brands  comprising more than 6,700 properties and more than 1 million rooms, in 122 countries and territories.  Dedicated to fulfilling its founding vision to fill the earth with the light and warmth of hospitality, Hilton 

has welcomed more than 3 billion guests in its more than 100-year history, earned a top spot on the 2021  World’s Best Workplaces list, and been recognized as a global leader on the Dow Jones Sustainability  Indices for five consecutive years. In 2020, Hilton CleanStay was introduced, bringing an industry-defining  standard of cleanliness to hotels worldwide. Through the award-winning guest loyalty program Hilton  Honors, the nearly 123 million members who book directly with Hilton can earn Points for hotel stays and  experiences money can’t buy. With the free Hilton Honors app, guests can book their stay, select their  room, check in, unlock their door with a Digital Key and check out, all from their smartphone.  Visit newsroom.hilton.com for more information, and connect with Hilton  on Facebook, Twitter, LinkedIn, Instagram and YouTube. 

About Sakurafresh Beverage and Food 

It all started with a simple vision – enriching the health of our global consumers by offering a wide  variety of sustainable beverage and culinary food choices for present and for future generations.  

Headquartered in Yokohama, Japan, Sakurafresh Beverage and Food is a global manufacturer of  beverage and culinary food products for conscious consumers. With our origins in a decade of  environmentally sustainable and healthy farming practices, at Sakurafresh we leverage our  strong foundation to incorporate innovation, range, and diversity in our beverage and culinary  offerings. 

A world of possibilities opens up with our beverage solutions including Zero Alcohol Liqueurs,  Spirits, Bitters and Cocktail ingredients. Using premium quality, natural ingredients, we proudly  produce the handcrafted and global award winning Zero Alcohol Beverage products. Further  challenging industry norms, the product ranges are produced in smaller batches and create our  signature blend of Fresh – Clean – Clear – Crisp. Sakurafresh is winner of twenty-three prestigious  medals from Concours Mondial de Bruxelles, International Wine & Spirit Competition (IWSC), The  Global Spirits Masters and The China Wines & Spirits (CWSA) competition.

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