Hyatt gets fresh with guests

Cheers, July-August, 2007

Guests ordering off the "Get Fresh" menu enjoy an interactive lounge experience at Hyatt Hotels & Resorts this summer. Juice ingredients of the cocktails are hand-squeezed right at the dining table as part of Hyatt's "Get Fresh" summer promotion. The program builds on the success of last year's "Make Your Own Mojito" interactive promotion, which won the 2007 Cheers Best Chain Drink Program Award. Once again, Hyatt worked with the sales promotion agency MarkeTeam to create the summer program.

Rolled out at 100 Hyatt location lounges last month, the program features libations that are prepared partially behind the bar, then finished at the guest's table with servers squeezing fresh fruit juices using squeezers designed by renowned mixologist Tony Abou-Ganim.

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The tantalizing cocktails getting the "Get Fresh" treatment include the Tanqueray Ten Raspberry Ricky and the Don Julio Watermelon Margarita. The non-alcohol Sparkling Fresh Strawberry Lemonade is also part of the program. A key element of the initiative is the eye-catching leaf and branch table display. Each branch holds a different card detailing a cocktail and its recipe; guests pick their favorite to order and take cards with them so they can make the drink at home.