For the first in his series of four-course menus at the Katharine Brasserie & Bar, located in the Cardinal Hotel in Winston-Salem, North Carolina, new executive chef Daniel Boling chose to pair each course with a beer from the local Foothills Brewery rather than a more typical wine. “I wanted to start something that was a way to bring the community together through food, drink, and celebration,” explains Boling of the Katharine’s monthly Supper Series, which kicked off in April. Noting that “brasserie” means brewery, the chef says the inaugural pairing was “a no brainer. The industry seems to be oversaturated with wine dinners and I wanted to offer an alternative to that. Beer actually lends itself really well to pairing with food considering it is typically lower in alcohol and offers a wide variety of flavor profiles.”

Indeed, beer is being increasingly showcased at hotels around the country as operators incorporate malt beverages into food and drinks tastings, collaborate with brewers on proprietary offerings, and even offer special beer-themed packages to their guests. The Saratoga Arms hotel in Saratoga Springs, New York, for example, has featured the “Pints & Pillows” package to coincide with Saratoga Beer Week for more than ten years. “It’s always been well received and we have many repeat guests that join us for this special weekend each year,” says hotel general manager Rachel Paley about the wintertime package, which includes VIP access to the beer summit, admission to the venue’s beer pairing breakfast, and beer goodies in guest rooms upon arrival.

Similarly, the Inn at Cooperstown, in Cooperstown, New York, has partnered with the nearby Brewery Ommegang on the “Bed and Brew with Brewery Ommegang” package for more than 15 years. The offer—which runs from November through March, includes two nights’ lodging at the hotel, a brewer-led multi-course beer and food dinner at the brewery, and Ommegang merchandise. “It’s become a beloved tradition, intentionally designed to bring fans and foodies alike to Cooperstown during the quieter off-season,” says Gary Guell, general manager at Ommegang’s Tap House. In fact, guests often return, bringing friends, he adds. “It creates a deeper connection to the brewery, the Inn, and the community.”

Beer-and-food pairing partnerships provide breweries and hotels the opportunity to sample hotel guests on their wares. “Each beer dinner is uniquely curated by our culinary and brewing teams to showcase both seasonal flavors and our year-round offerings,” explains Guell. Past menus have included braised short ribs paired with Three Philosophers quadruple ale, and roasted beet salad paired with Gnommegang Belgian-style blonde ale. Saratoga Arms’ recent “Brewer’s Breakfast Bash,” part of its beer week promotion, meanwhile, featured a four-course breakfast in partnership with the nearby Whitman Brewing Co. Courses included brioche French toast paired with All Father, Hear Me IPA. And as part of the Katharine’s beer-inspired Supper Series ($80 per guest), recent pairings included olive oil-poached yellowfin tuna with asparagus, potato, cured egg yolk, tomato, and chili crisp, paired with Foothill’s Jade IPA.

Marriott International strives to partner with local breweries in an effort to bring a sense of community to its properties, says Sarah Jane Curran, director of food and beverage, U.S. and Canada. The Four Points Best Brews program, for example, features two local craft beers on tap at Four Points by Sheraton hotels globally, while the Marriott Bethesda Downtown at Marriott HQ and the Ritz-Carlton Orlando Grande Lakes have both collaborated with local brewers on beers available exclusively at the properties. This summer, the Marriott Marquis San Diego Marina will unveil its collaborative beer with Stone Brewing, brewed with organic honey from the hotel’s own onsite beehives, Curran reveals.

“Hosting beer-related events offers hotels a unique opportunity to enhance guest experiences and foster community connections,” Curran says. Events such as tastings “provide memorable experiences that encourage social interaction and create a lively atmosphere throughout our properties,” she continues. “By partnering with local breweries, our hotels can support local businesses and integrate cultural elements, making guests feel more connected to the area.” Beer-related events also “drive business growth by attracting new clientele interested in beer culture,” as well as local customers, she notes.

Hotel executives see continued opportunity for beer collaborations, beer tastings, and beer festivals at their venues. “These activations not only enhance the guest experience but also provide unique selling points that differentiate our hotels in a competitive market,” says Curran. Saratoga Arms also plans to continue its beer programming, Paley adds. “It’s wonderful to host events where hotel guests arrive on property as strangers but leave as friends,” she says.