Loews Hotels & Co has debuted Alchemy by Loews Hotels, a brand-wide beverage program bringing apothecary-inspired cocktails and spirit-free offerings to properties across the United States. The program features house-made tinctures, herbal infusions, and tableside presentations designed to emphasize sensory detail alongside flavor.
Each participating property will interpret the program through a local lens, incorporating regional ingredients, seasonal botanicals, and destination-inspired flavors.
“Alchemy by Loews Hotels is about elevating the everyday ritual of enjoying a beverage into something quietly memorable,” said Grant Hewitt, vice president of beverage at Loews Hotels & Co. “Every detail, from aroma and temperature to glassware and texture, is considered with intention.”
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READ THE STORYHewitt added: “The result is an experience that feels personal, artisanal, and deeply rooted in hospitality.”
The lineup spans multiple Loews Hotels locations. Clash of the Titans at Universal Helios Grand Hotel, a Loews Hotel, pairs Tanqueray No. Ten with feta honey, clarified lemon juice, and St-Germain, finished with egg white foam and freshly cracked black pepper tableside.
Salt Garden at Loews Coronado Bay Resort is a tequila-based cocktail blending aloe, cucumber, and fresh lime, served with a cucumber sea salt rim and a tableside “Garden Essence” dropper of lemon thyme and coriander aromatics.
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The Smoked Rosemary Negroni at Loews Philadelphia Hotel features pineapple-infused Hendrick’s Gin, Campari, and Punt e Mes, served in a smoke-kissed glass with torched rosemary and grilled pineapple garnish.
Volcán de Mi Tierra at Loews Miami Beach Hotel presents an elevated white Negroni under a glass cloche filled with grapefruit smoke, revealed tableside.
The Lychee Rose Royale at Loews Atlanta Hotel combines Ketel One Botanicals Grapefruit & Rose with lychee, St-Germain, and fresh lemon juice, finished with silky foam and an orange blossom mist.
The launch reflects a broader hospitality industry trend toward experiential beverage programming. Major hotel groups have increasingly invested in signature cocktail concepts as travelers prioritize distinctive food and drink experiences when choosing accommodations.
Spirit-free options have also gained significant traction across the U.S. on-premise sector, with non-alcoholic cocktail menus becoming a standard expectation at upscale hotel bars.
Alchemy by Loews Hotels caters to this shift by offering both alcoholic and “Free Spirited” drinks within the same framework.
