Fans of the movie Sideways will appreciate what Sheraton Hotels and Resorts is doing for its’ fourth iteration of their successful Sheraton Selects program in North America. Launching late last month, Sheraton Selects Spotlight on Pinot Noir offers guests the chance to check out a rotating selection of at least premium eight Pinots highly ranked by Wine Spectator. Previous versions of the program showcased Rieslings, New Zealand wines, and every debutantes’ favorite beverage: Champagne.

The Sheraton Selects program appears to be doing quite well with wine-loving travelers. Since its launch, Sheraton lobby bars worldwide have reported an average 20% increase year over year in beverage revenue (I like to call is BevRev). Their #SocialHour campaign offers weekly tastings at night, much like Kimpton has been doing for years.

Image via Sheraton Hotels & Resorts