Guests can order wine just about anywhere they stay, but now they can swirl something a bit more exclusive in their glass: A number of hotels are offering private label vintages as a way to increase cachet and enhance the local dining experience.
The Peninsula Hong Kong introduced its own Shaoxing Hua Diao, a 15-year aged Chinese wine made with fermented rice, in late 2013. The group also offers Champagne brut (by Deutz), pinot noir and chardonnay (both by Keller Estate) at all of its properties, served in dark bottles with the hotel's logo inked on labels.
The Ojai Valley Inn & Spa, north of Los Angeles, offers a "Pink Moment" sparkling rosé in honor of the area's sunsets.
Some, like Argos in Cappadocia, Turkey, offer local varietals like the Kalecik karasi (a grape similar to pinot noir) from its 35-acre vineyards.
Among the more than 6,000 vintages at Sabi Sabi Private Game Reserve in South Africa is a 2012 pinotage house wine that matures on site in barrels sent from the nearby Stellenbosch winery.
Others will showcase annual vintages: Capella Pedregal in Cabo San Lucas, Mexico, plans to offer the "Capella Unique Collection" portfolio of private wines over the next few years; the first made its debut last month.
Because many visitors purchase wine with a meal, the Four Seasons offers branded wines in some of its restaurants, like the "Cielo" pinot noir in St. Louis and a "One Forty" cabernet sauvignon at the company's Lanai restaurant (the name comes from the number of square miles on Lanai).
Kathy LaTour, associate professor of services marketing at Cornell School of Hotel Administration, said that wine is an important part of the hotel experience. "As millennials travel more, they're reflecting on their hotel experience by bringing back a bottle of wine," she said.
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