JustLuxe: Go “Low” or “No” with Free Spirited by Loews Hotels

By Fran Endicott Miller, JustLuxe, Published April 5, 2024

Loews Hotels & Co, the brand behind 25 luxe hotels and resorts across the United States and Canada, has debuted the Free Spirited by Loews Hotels program for those opting to imbibe a little less, or not at all. As one of the pioneering hotel brands to embrace the growing trend of mindful consumption, Free Spirited by Loews Hotels provides elevated and bespoke hotel bar programming with a variety of low or no ABV beverages. With this program, Loews Hotels continues to create judgment-free environments for guests of all ages, abilities, and lifestyles. Free Spirited by Loews Hotels showcases respective, on-site mixology featuring impressive libations focused on locally sourced ingredients and unique flavor combinations.

"At Loews Hotels, we recognize 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," said 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."

Beyond the bar, Free Spirited by Loews Hotels seamlessly integrates 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 is infused into tentpole, brand-wide programming throughout the year, such as the brand’s annual Summerfest, further fulfilling the holistic approach to preference accommodation.

Read the full article on JustLuxe here.