Eat Drink Sleep - June 2024

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Blooming Great! A Gin For Summertime Success
here] Falling business energy costs provide a ‘beacon of hope’ for hospitality sector
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Grimbergen opens newly extended immersive and unveils new visual identity for Abbey

• Event marks the culmination of six-year journey and multi-million-euro investment by the Carlsberg Group

• New award-winning* Abbey brewery brand identity “1128 by Grimbergen” is unveiled to accelerate its premium positioning

Grimbergen, known for brewing delicious and refreshing Belgian-style beers, has brought even more of its 900-year history to life with the opening of the newly extended Grimbergen Experience in the unique surrounds of the famous Grimbergen Abbey near Brussels, Belgium.

The newly expanded multi-sensory experience is a voyage from the past to the present and showcases the harmony of tradition and modernity that is the essence of the Grimbergen brand. It charts the story of the Grimbergen Abbey Fathers’ who, to this day, continue the brewing legacy of generations of Fathers before them, blending ancient craft with innovation to unearth new flavours.

Visitors will be invited to step into the Fathers’ shoes as they learn about the Norbertine Order, their charity work, their daily life, both past and present, as well as taking a close look at some of the most famous Abbots from across the centuries who have helped to shape Grimbergen and left their indelible mark.

The opening marks the culmination of a remarkable six-year journey and multi-million-euro investment by Carlsberg that has delivered the Grimbergen Abbey brewery, the Grimbergen Experience, and the refurbished Fenikshof bar

A new visual identity for Grimbergen Abbey’s brewery range - “1128 by Grimbergen”, has been unveiled. It celebrates the year the Abbey was created and, it forms part of Carlsberg’s wider strategy to accelerate growth of its premium porfolio of which Grimbergen is a core part. The new premium identity introduces both the “Authentic Norbertine Product” logo and the signature of Fr. Karel Stautemas, Provisor of the Abbey and Abbey Brewer, symbolizing Grimbergen Abbey beer’s authenticity, provenance and quality

and restaurant.

Speaking as he officially opened the new extension, Jacob Aarup-Andersen, CEO of the Carlsberg Group said: “I am delighted to be here to celebrate another remarkable day in the history of Grimbergen. Grimbergen is at the very heart of Carlsberg’s premium brands portfolio and is contributing significantly to the continued growth we are seeing in this category.”

The launch coincides with the release of “1128 by Grimbergen”, a new visual identity for the Abbey Brewery’s range that celebrates the year the Abbey was created and, it forms part of Carlsberg’s wider strategy to accelerate growth of its premium porfolio of which Grimbergen is a core part. The new premium identity introduces both the “Authentic Norbertine Product” logo and the signature of Fr. Karel Stautemas, Provisor of the Abbey and Abbey Brewer, symbolizing Grimbergen Abbey beer’s authenticity, provenance and quality. To elevate its unique character, Grimbergen is now presented in a striking new 75cl bottle which is perfect for sharing with friends or to accompany a meal.

“I read in the newly extended Grimbergen Experience that the Fathers’ success lies in their prioritising quality,

immersive visitor experience


Brewery range

patience and passion into every endeavour. The same could be said of Carlsberg’s founder J.C. Jacobsen and, it is why the partnership between Carlsberg and the Abbey is such an enduring success. It has transformed Grimbergen into a world-class brand enjoyed in more than forty countries worldwide and has led us to forge the future of brewing and to create something quite extraordinary.”

“Both the newly extended visitor experience and new brand identity mark an important milestone in the profound evolution of Grimbergen,” continued Aarup-Andersen. “They are a testament to Carlsberg’s brand-building investments over the last six years and to the long-term ambition to

For more information about Grimbergen Abbey Brewery and Grimbergen beers, visit

invest further and to continue to grow this special premium brand.”

Visitors to the Grimbergen Experience can book a guide who will share a wealth of information about Grimbergen’s history, the brewing process, and take them to the Abbey Gardens, and of course visitors will have the opportunity to end their visit with a beer tasting.

Fr. Karel Stautemas, Provisor of the Abbey and Abbey Brewer said: “Today marks another new and exciting chapter in our story. This new extension enables us to share fascinating insights into the Fathers, our life at the Abbey and of course our brewing heritage. It’s a story I am delighted to have helped to curate and I look forward to sharing the new extension with many visitors.”

To complete the occasion, visitors can buy a range of souvenirs and pay a visit to Fenikshof, Grimbergen’s bar and restaurant where Belgian cuisine is perfectly paired with Grimbergen beer.

These latest developments at Grimbergen come two years after Carlsberg refurbished Fenikshof, Grimbergen’s bar and restaurant, and opened the first phase of the Grimbergen Experience and, three years after the opening of the stateof-the-art Abbey Brewery which restored brewing inside the walls of the Abbey for the first time in over two hundred years.

Like the Abbey Brewery, the newly extended visitor experience has been built in a close partnership between Grimbergen Abbey and Carlsberg Group. Father Karel Stautemas, Provisor at the Abbey, has been heavily involved in curating the content of the new extension.

Inside the newly extended Grimbergen Experience at Grimbergen Fr. Karel Stautemas, Provisor of the Abbey and Abbey Brewer toasts the opening of the newly extended Grimbergen Experience and unveiling of “1128 by Grimbergen” with Carlsberg CEO, Jacob Aarup-Andersen at Grimbergen Abbey Brewery.

JUNE 2024

5 Budweiser Brewing Group UK&I adds Kopparberg Cider to UK Distribution Portfolio 6 Blooming Great! A Gin For Summertime Success CONTENTS 10 The AA Introduce The Free Visitor Ready Scheme 12 Winning Ways for Father’s Day and Football 020 805 09659 18 Martini® Launches New Global Campaign ‘Martini® Dare To Be’, Inspired By The Modern Aperitivo Moment
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Budweiser Brewing Group UK&I adds Kopparberg Cider to UK distribution portfolio in pubs, restaurants,

and bars

• The distribution agreement will enable Kopparberg growth in the UK, particularly in on-trade venues

• The addition of Kopparberg supports BBG’s ambition to continue offering consumers a diversified portfolio, particularly in the Super Premium segment

Budweiser Brewing Group, a proud part of AB InBev, and Kopparberg today announced an agreement for Budweiser Brewing Group to distribute Kopparberg products in the UK on-trade, effective from 28th May 2024. The move will allow Kopparberg to tap into Budweiser Brewing Group’s extensive on-trade distribution network and enhance the brewer’s market-leading Super Premium portfolio in the on-trade.

Kopparberg, made in Sweden, is the largest Super Premium flavoured cider in UK off-trade sales1, and currently has 18.5% market share of flavoured cider in the UK on-trade2 Kopparberg is synonymous with authentic Super Premium flavoured cider. The brand is often credited with the establishment of the flavoured cider category in the UK over twenty years ago and is now sold in more than 30 countries. The distribution agreement will allow more on-trade outlets in the UK to offer Kopparberg in both packaged and on-tap formats for consumers to enjoy.

Flavoured cider products distributed by Budweiser Brewing Group in the UK will continue to be brewed by Kopparberg in Sweden true to the brand’s heritage. Kopparberg will continue to steer the brand strategy and marketing.

The addition of Kopparberg aligns with Budweiser Brewing Group’s focus on the Super Premium segment. Super Premium brands are driving growth in the flavoured cider segment. Premium Fruit Cider grew +5.6% in the volume versus previous year in the UK on-trade.3

Budweiser Brewing Group’s President Brian Perkins signed the agreement with Kopparberg owner Peter Bronsman on 26th April. It will take effect in the on-trade from 28th May 2024.

Brian Perkins, President, Budweiser Brewing Group said: “We are proud to already offer world-favourite cider brands to consumers in the UK with Magners and Orchard Pig and are confident that making the much-loved Kopparberg more widely available in the on-trade will enable category growth and provide more choice for consumers alongside the rest of our portfolio. The Super Premium flavoured cider segment is exciting and making this famous Swedish brand more available in the UK on-trade will create even more value for customers and consumers.”

Peter Bronsman, CEO, Kopparberg said: “We are proud and excited to partner with Budweiser Brewing Group to add our Kopparberg Cider, one of the best-selling cider brands in the world, to their extensive on-trade distribution network in the UK. This agreement will help us to drive category growth and improve availability of the UK’s most-loved cider brand for consumers to enjoy.”

The agreement pertains to the full UK on-trade except select venues, where Kopparberg will continue to distribute directly.

Learn more at or on Twitter through @BudBrewingUKI

1. NielsenIQ Discover, Volume HL, Total Cider, Total Coverage, MAT WE 24/02/24 2. Nielsen CGA, Volume HL, Total Cider, Total On Trade, MAT WE 27/01/24 3. Nielsen CGA, Volume HL, Total Cider, Total On Trade, MAT WE 27/01/24 VS YA


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Helford based, family run Artisan distillery, Rosemullion, are delighted to announce that their Summer Gin is again a Category Winner in the recent 2024 Gin Guide Awards; it has won this award two years out of the last 3, which demonstrates consistency.


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This prestigious accolade now brings their award tally to 64, making Rosemullion one of the most awarded distilleries in the country. Their winning cycle, which began in 2019, is all the more remarkable for this small but dedicated distillery as it has continually outperformed bigger or more long established brands in doing so well for so long.

The Gin Guide Awards are the world’s largest independent Gin Awards and they lead the Industry with the most rigorous judging process, the most extensive feedback, and with categories that are the most relevant and in touch with industry trends. Widely recognized and highly respected by the trade and consumers across the world, The Gin Guide Awards celebrate and give global recognition to the exceptional products, distilleries and people within the gin industry.

Rosemullion’s Summer Gin is a fresh gin with a citrus kick, infused with Cornish elements to provide a refreshing yet warming gin – perfect for summer evenings.

Rosemullion’s continuing success story owes a lot to the background of its founders Liz and Andy Bradbury –both are chemists with years of past experience in product development and improvement processes such as Kaizen, 6-sigma and TQM. Speaking today, Andy explains why, in his opinion, Rosemullion spirits have been so successful - “utilizing our experience, we make classic spirits, not sugar flavoured, additive laden spirits, so our Gins purely taste of gin, not ‘fruit shoots’. Similarly, we want our rums to taste of rum and not be hidden by sugars and vanilla etc. To achieve good gin, rum and whisky the foundation is in the fermentation, which provides a firm footing for creating great spirits. We also draw upon our unique surroundings to underscore our provenance – Helford rainwater is used in the fermentation and distillation process, complemented by local Cornish ingredients plus seasonal fruit from our own orchard and vines.

Rosemullion Founders, Liz and Andy Bradbury

We only produce small batches to ensure optimum quality control. We aim always to be the protectors and perfecters of the distillery craft, constantly looking to improve even category winners”.

In addition to the previous factors, Rosemullion also strives to maintain ethical, responsible and sustainable practices. Rosemullion are registered with Cornwall Council’s ‘Made in Cornwall’ scheme –hence they are audited in terms of what they say they do, covering the fermentation, distilling and aging processes carried out on their site. In terms of minimizing their environmental impact they have a rainwater catchment system and minimize their water consumption by recycling their cooling water for use in the fermenters. They also minimize the use of plastic from suppliers and all their own plastic and cardboard waste is sent to recyclers. Finally they pay more for their distribution boxes so they can reuse them.

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Special offer available for all trade orders until 31 August 2024. Please use this code when ordering – EATDRINKSLEEP15%

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The AA introduce the free Visitor Ready Scheme

The Visitor Ready scheme, supported by the AA, aims to bring compliance accreditation to the wider hospitality and leisure industry.

The AA, the UK’s leading hospitality assessment scheme provider, has introduced a new, free and easy-to-use compliance scheme called Visitor Ready.

The Visitor Ready scheme enables businesses in the UK hospitality, leisure, and tourism sectors to seamlessly showcase their commitment to operating safely within current industry standards and legislation. It has been created to make compliance accessible for all. The baseline accreditation helps business to know the key safety and cleanliness requirements that today’s visitor expects. With this streamlined process, businesses can check eligibility at VisitorReady. com, upload evidence, confirm key requirements and complete the application in under 20 minutes, while benefitting from a secure online wallet for storing key documents and receiving automatic reminders when policies need to be renewed. Earning the Visitor Ready badge, which businesses can use across all marketing channels, represents a commitment to compliance with core standards, to assure customers they have the necessary checks in place. It means consumers can now visit those businesses with confidence.

“As leaders in accreditation, inclusivity is key for us,” said Simon

“The Visitor Ready scheme represents a shift in how we approach accreditation. It’s free to industry and extends the scheme’s reach across the UK’s hospitality, leisure, and tourism sectors. This, together with an increased flexibility in the quality assessment schemes, is just the start of our pledge to modernise the way we work”.

Supported by

Get the accreditation that assures visitors of your commitment to compliance. To get your badge of trust for hospitality and tourism, sign up today

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Sign up today

Celebrating the Best in East and South East Asian Hospitality

Lee Kum Kee Europe sponsors the fifth Golden Chopsticks Awards, celebrating the individuals that make up the best of the East and South East Asian hospitality industry in the UK.

At a dazzling and highly colourful event held at the Royal Lancaster London hotel, more than 600 guests gathered to bring their hands together in support of those who contribute to the ever-popular East and South East Asian restaurants, take aways, cafés and street food vendors. Supported by a plethora of dedicated sponsors, the Awards are in their fifth year, with winners being chosen by a panel of esteemed judges as well as votes from the public.

Maria Chong, Managing Director, Lee Kum Kee Europe; “We’ve been avid supporters of these amazing Awards since their inception in 2018 and continue to lend our backing as our way of giving back to the industry, and inspiring up and coming individuals. We love to see the pride among the winners, and it brings so much joy to feel the enthusiasm in the room.”

This year, as well as sponsoring the Food Influencer Award and the Golden Chef Award, Lee Kum Kee Europe provided paired sauces to Ken Hom’s delicious menu; Yuzu Flavour Chilli Sauce, Makrut Lime Leaf Flavoured Chilli Sauce, Sweet Soy Sauce and Chiu Chow Chilli Oil were all available on the tables for diners to enjoy.

Among the nineteen awards presented on the night, the winner of the Golden Chopsticks Food Influencer Award went to Julie Lin, TV star and Glasgow chef, while Andrew Yeo, Global Executive Chef at Hakkasan was presented with the Golden Chef Award.

To learn more about Lee Kum Kee Europe and its range of products for foodservice call 0207 068 7888, go to or email

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Winning Ways for Father’s Day and Football

Elevate your Offering with American Craft Beer

This month brings together two hospitality generating events – the start of the Football Euros 2024 from 14th June and Father’s Day on 16th June.

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Both provide opportunities to increase footfall in your venue and to stock up on that most football friendly of beveragesbeer! Sunday 16th June presents the double-whammy of Father’s Day followed by England playing their first fixture against Serbia in the evening. American craft beer with its full flavour, innovative use of ingredients/brewing techniques and style variety is ideal for keeping your thirsty customers hydrated and pairing with appropriate food dishes to enhance customer retention in your venue. Whether you’re catering for a family celebration with dad or a football focused, fodder-filled evening amongst friends you’ll need enticing beer-pairing ideas, such as:

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Pilsner Lager with burger and chips – a classic, fully loaded staple beer pairing that benefits from the gentle hop bite of a pilsner. Pale Ale with pizza – the doughy base of the pizza will blend perfectly with the zingy hop flavour notes in the beer and the high level of carbonation will strip away any fat content left on the palate

IPA with steak sandwich - the bold intense flavours of an American IPA will stand up to the meaty, richness of a steak.

Porter and meat platter – a mound of ribs, sausage, steak with a rich, toasty porter is a match made in heaven. Both benefit from the Maillard reaction, a chemical process that occurs when meat is seared or grilled that produces a sweet, caramelisation akin to ‘char’ on the surface. Roasted malts found in porters undergo the same process and pair well with these types of foods.

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Remember the three main interactions of pairing beer with food a) complementing; when the ingredients in a dish harmonise with the flavours of the beer b) contrasting; when the dominant flavour of a dish contrasts with the flavour profile of the beer, eg. sweet v sour or sweet v bitter and c) cutting; the carbonation in beer cuts through high fat content or creamy foods to cleanse the palate after every mouthful. The bitterness of hops lifts fat from the palate and a sweet finish cuts away any acidic flavours.

American craft beer provides a point of difference and is worth stocking because American craft brewers produce award-winning beers using high-quality raw materials, technical brewing expertise, a ‘can-do’ attitude and an unswerving commitment to quality from grain to glass. The UK remains an important export market for American craft beer with 7.9% of all exports, the third biggest market outside Canada and the Caribbean. In the UK, American craft beer is available from on-line retailers such as Athletic Brewing, Sierra Nevada shop, or selected national wholesalers.

Chefs and restauranteurs are invited to make use of the free resources available on or

And if you’re pulling out all the stops for Father’s Day, stout with oysters – the salty, briny taste of the sea is an ideal match for a dark, roasty, complex dry stout that balances salinity with bittersweetness.

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Flavours That Inspire - KETTLE® Two Delicious New Flavours

Complete your Summer spread and impress your guests with KETTLE® Chips’ new flavours: Chorizo & Red Pepper and Sour Cream & Chive.

Chorizo & Red Pepper is the newest addition to KETTLE®’s Ridge Cut range. Providing a satisfying crunch in every bite, each ridgecut chip is the perfect channel for flavour, allowing a taste that packs a punch. KETTLE®’s Innovation Chef combined the finest smoky chorizo and sweet red bell pepper, creating a bold and spicy aroma to transport you straight to a Spanish summer. Joining Chorizo & Red Pepper just in time for BBQ season, their take on a much-loved flavour, Sour Cream & Chive, is a carefully balanced marriage of rich sour cream and tangy fresh chives, all on the perfect classic cut chip. Zesty and fresh, these are perfectly placed at every spread as the weather gets warmer.

KETTLE® Chips are made from the best selection of potatoes, and their superior flavour profiles are crafted from real food ingredients. KETTLE®’s Innovation Chef works meticulously to develop delicious and creative flavour combinations, making these chips ideal for adventurous foodies. Guaranteed to please at any dinner party or picnic spread, every pack is expertly seasoned; each flavour combination carefully crafted to inspire. Set to be a staple of

KETTLE®’s core range, both new packs are hand cooked, HFSS compliant, and free of artificial flavourings.

Phil Holford, Head of Brands at Valeo Snackfoods says “We’re overjoyed to be able to treat consumers to our two new flavours, each the result of the passion and creativity of our Innovation Chef. From the mouth-watering spice of chorizo to the delicate hum of chives, every element has been refined from the highest quality ingredients to build the perfect seasoning. We know that our firm fans and new faces alike will enjoy tucking into a bag of both.”

The two exciting additions to KETTLE® Chips’ well-loved range of flavours will launch on 13th May, and will be available to buy in supermarkets, including ASDA and Morrisons, RRP £2.39.

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Instagram: @kettlechipsuk Facebook: @KETTLEChipsUK X:

KETTLE® Chips Announces


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Iconic vermouth brand launches new campaign that inspires consumers to step into their most playful and stylish selves.

MARTINI announces the launch of its new global campaign, ‘MARTINI Dare To Be’; a celebration of the ‘modern aperitivo moment’ that has evolved from a ‘preevent’ experience to become the main social gathering. The campaign will first launch in May 2024 in Spain and Benelux, followed by Portugal and Italy later this year. The campaign will run across advertising, PR and social media in Europe throughout 2024.

MARTINI Dare to Be invites consumers to step out of the ‘everyday you’ and step into ‘your most playful and stylish self.’ The campaign showcases a bold, magnetic Italian energy, and has been brought to life by Gold Ciclope award-winning Campaign Director, Tom Noakes, and Parisian fashion photographer, Lou Escobar. The dynamic visuals include friends enjoying light and refreshing long drinks during day-time social moments in Escobar’s signature vibrant and colorful style.

The new brand campaign, created by AMV BBDO & BBDO NEW YORK, further cements MARTINI as a leader and innovator in the No-and-Lo category. With a focus on the modern aperitivo moment and long drinks best served during day-time social moments, the brand presents longer serves that leverage the full brand portfolio and include; MARTINI Fiero and Tonic, MARTINI Vibrante and Tonic and MARTINI Floreale and Tonic.

Renowned for its Italian heritage, MARTINI, founded in 1863 by entrepreneur Alessandro Martini and herbalist Luigi Rossi, has left its mark on everything from culture to sport. From its iconic advertising campaigns featuring Hollywood stars and the ‘who’s who’ of the red carpet, to the iconic MARTINI racing ‘stripes’ still seen around the world today.

Victoria Morris, Vice President, MARTINI said, “Style and playfulness are at the heart of MARTINI’s identity and have been a significant part of our heritage as an Italian brand. We wanted to bring these elements to the forefront through the message of ‘MARTINI Dare To Be’.”

“With MARTINI Dare To Be, we’re continuing to partner with creative leaders who bring our vision of MARTINI to life. The bold visuals and composition of the campaign film and photography speak to our history as an icon of Italian magnetic style, elevating everyday moments with a style that showcases personality.”

For more information on the campaign, and the celebration visit or @martini on all social media platforms.

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Luciano by Gino D’Acampo– the luxury Italian restaurant from chef Gino D’Acampo has reopened at the ME London Hotel following a spring refresh. The restaurant has unveiled fresh interiors, a new seasonal menu and the alfresco terrace for the summer season.

Situated on London’s The Strand at the heart of the West End the restaurant is known for its authentic Italian food, beautiful interiors and a warm, luxury dining experience.

The reopening sees the launch of a new menu featuring fresh seasonal dishes ranging from sharing stuzzichini dishes, bruschetta and antipasti through to signature pastas, hearty main courses and classic desserts. There are also new cocktails including a selection of Aperitivi, perfect for sipping on Luciano’s plant-filled terrace.

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“We are very excited to welcome guests back to Luciano, just in time for spring. The space is looking beautiful, and we have some fantastic new dishes to share with you, including some of my favourites for summer. We also have beautiful drinks and cocktails that I can’t wait to see people enjoying on our terrace.” - Gino D’Acampo

New antipasti dishes for spring include Costine di Maiale (Tuscan-style barbecued pork ribs with spicy ‘nduja) and Arancine al Ragu (Crispy fried risotto balls filled with a roast red pepper and tomato sauce).

Pastas and risottos range from the luxurious Ravioli Con Gamberi Rossi (fresh filled pasta with wild red Sicilian prawns, garlic, chilli, cherry tomatoes and fresh basil) to the fresh Risotto Primavera (Risotto mantecato with asparagus, sugar snap peas, caramelised garlic and extra virgin olive oil). On the Speciali menu guests can find family style large plates, served tableside to share such as a Risotto all Pescatore with fresh seafood,

wild red prawns, mussels, clams and calamari.

A selection of Pizza Al Forno, made following a traditional method very similar to that used in Naples, includes the indulgent Tartufo; a white pizza with creamy black truffle and pecorino Romano sauce, chestnut mushrooms and fresh black truffle.

Secondi dishes include Italian classics such as Tonno al Pepe (peppered line caught yellowfin tuna steak with garlic green beans, baby plum tomatoes and Leccino olives) and Pancia di Maiale alla Piemontese (slow cooked crispy pork belly with candied beetroot, roast red onion, spinach & watercress salad with toasted hazelnuts).

Desserts on the menu include the showstopper

Profiterole Siciliano, a giant profiterole with panna gelato, freshly grated dark chocolate and pistachio cream.

Drinks-wise a dedicated Luciano Signature list features a selection of spritzes and predinner sips including new seasonal cocktails Lost in Liguria, a fresh and vibrant drink made with the classic Italian liqueur Limoncello, and the Caprese Martini; a gin-based martini with tomato liqueur, basil and lemon. Elsewhere on the cocktail list guests will find some of their all-time favourites and interpretations of some renowned cocktails like the Coffee Boulevardier; a twist on a classic Boulevardier this bold, rich, whisky variation of a negroni drink is stirred with whole arabica coffee beans.

The wine list explores the wine regions of Italy and has a dedicated Franciacorta section showcasing Italy’s interpretation of Champagne. These incredible ‘metodo classico’ DOCG sparkling wines are the country’s best kept secret.

On Sundays Luciano will continue to serve Sunday Roasts including their Italian Style Porchetta served with crisp golden roast potatoes, vegetables, Yorkshire pudding and roasting gravy.

Families are made very welcome with a special Bambino menu throughout the week. The menu

encourages children to try classic Italian dishes such as Risotto Primavera and Bucatini Carbonara with child friendly portions. The Bambino menu also includes an option for children to choose their own pizza toppings. Desserts for children include a selection of gelato and an Italian chocolate pudding, Panna gelato.

Over the coming months Luciano by Gino D’Acampo will be announcing a series of new events with Gino to take place at the restaurant. The new look Luciano is part of a refresh plan from Upmarket Leisure for their three venues at the 5*

ME London. The plans will also see relaunches of the hotel’s Radio Rooftop and Marconi Lounge Bar & Terrace later in the year.

For bookings visit

Emerging hospitality trends: what next in 2024?

Tourism and hospitality is one of the world’s most important industries – worth around $9.5 trillion in 2023, according to the World Travel & Tourism Council (WTTC) – and most dynamic, making it a fascinating subject for academics like myself to pursue. At Les Roches, it is our duty to keep our students up to speed with the latest trends across the hospitality industry. Before we look forward, however, it is always useful to look back, as from that perspective we can see the origins of several important current trends in hospitality for this year. So first a summary of three key trends we saw in 2023.

Making the hotel industry a more attractive career choice

Probably the biggest talking point for the industry concerned the ongoing ‘war for talent’, and in particular how to attract and retain young people. With new generations seeking a better work/life balance, as well as more defined career paths, hotels need to raise their game in terms of offering fully-rounded packages that encompass more than just salary and bonuses.

This is especially true at what we might term ‘long haul’ destinations, where operators have had to think more deeply about the expatriate packages they provide, covering areas such as accommodation alongside other more intangible benefits.

Hotel company HR directors I speak to are now seeking to come up with the right mixture of tangible and intangible benefits, with the latter including components that enhance the quality of the employee’s life, such as wellness centres or healthier meals in the staff catering areas. The companies that care best for their employees are the ones that will win the ‘war for talent’.

The battle of the brands

The second big trend last year was the hotel industry becoming even more brand sensitive, with a multitude of new brands being developed to cater to specific needs and desires of modern travellers.

From the consumer’s perspective this is great news, as more choice is always welcome, and it increases the chances of finding that ideally-matched concept. From the industry perspective, it adds to what is already a very competitive market, putting even more emphasis on delivering exemplary, highly personalised guest experiences to maintain customer loyalty.

We can’t ignore the global context

The final trend I want to touch upon is how the shifting economic and geopolitical sands impacted the business of hospitality. Conflicts and political turmoil are, in themselves,

beyond the control of hoteliers. But given the truly global nature of hospitality it is an industry that cannot escape the commercial implications of these shocks.

The turmoil in Eastern Europe and the Middle East has made the industry a little more cautious in places, leading some to focus on developing domestic or well-established overseas markets rather than taking chances on more ambitious ventures.

On a positive note, the growing economic power of countries like India and Saudi Arabia is increasingly being invested in tourism and hospitality, which can only be good for the overall health of the industry. Saudi Arabia, in particular, is making a major play on tourism through its Vision 2030 initiative – and for me it was a genuine statement of intent to see the Saudi Tourism Authority sign an agreement last year to become the global partner of the World Travel Market trade shows.

If that was 2023, what trends can we expect to unfold as we progress through 2024? Since we are approaching the halfway point of the year, the picture is already becoming clearer.

Sustainability is becoming ‘business as usual’

Any look ahead for the industry must include the topic of sustainability in hospitality and the need to build sustainable practices into day-to-day operations.

There is more concern than ever about environmental matters among the global population, and especially in the wealthier, ‘western’ economies which are home to vast numbers of potential guests for the hotel industry.

For hospitality companies, this is creating pressure from two directions. On one hand, research reveals that guests are increasingly looking for evidence that the hotel is a good corporate citizen; on the other, governments and regulators are challenging operators to demonstrate their Environment, Social and Governance (ESG) credentials through more regular and detailed reporting.

In this regard, Singapore can be seen to have taken a

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Dr Dimitrios Diamantis is Executive Academic Dean at Les Roches.

lead in proposing mandatory climate reporting. In the EU, meanwhile, the Corporate Sustainability Reporting Directive means large companies will have to report on their ESG practices from 2025 onwards, beginning with the financial year 2024. This includes EU-based subsidiaries of businesses that are not headquartered in the bloc, further widening the net.

I believe the industry has already made good progress in this area, particularly in areas such as making better use of resources like power, water, etc. In addition, hotels have always done a great job of providing local employment, but now we are also seeing properties become more integrated in their communities, respecting and showcasing local cultures, and investing in environmental protection schemes.

More personalised service and experiences

I already mentioned the rapid expansion in the number of hotel brands and concepts on offer; and this is part of a wider trend towards a more personalised experiences that focuses on individual preferences. Digital transformation and leveraging the data it creates is clearly an important part of this – the more we know about our guests, the more personalised our service can become.

From an employee perspective, the drive now is towards specialisation. To be a decision-maker in hospitality today you effectively need to wear two hats – as an all-rounder with a good knowledge of the operational or financial elements; but also as a specialist in your chosen area, be it F&B, resort management, golf courses, cruise lines, or another.

Hospitality needs people with in-depth knowledge of these specialised areas to deliver a brand offering that is expanding beyond pure hotel accommodation. For example, Four Seasons is now putting its name to private flying and private yacht charters, while The Hong Kong & Shanghai Hotels Limited operates the world famous Peninsula Hotels but also manages golf clubs and private members’ clubs, as well as investing in private and commercial real estate.

The continuing convergence of luxury and hospitality

Whether it is under their own name, such as Bulgari Hotels, or in a more subtle fashion, such as Chopard’s new Parisian boutique hotel 1 Place Vendôme, luxury goods brands have ventured into hospitality in an increasingly enthusiastic fashion.

As so often, LVMH Moët Hennessy Louis Vuitton (LVMH) is at the vanguard, thanks to the creation of a dedicated hospitality arm that encompasses luxury hotel brands Belmond and Cheval Blanc. They recognise the crossover between luxury customers and luxury travellers and, from a talent management point of view, they know that the power of their brands – and the lure of the luxury sector as a whole – makes them a magnet for the brightest and best potential recruits.

Health and wellness tourism explores new frontiers

Forecast to become a trillion dollar market in 2024, global

wellness tourism is a market sector that can truly be said to have come of age.

For me, one of the lasting changes from the Covid pandemic is that many of us have become more health-conscious, aided by a plethora of wellness apps and other technologies that have given us unprecedented insights into the condition of our bodies.

The major wellness-focused hospitality brands have not been slow to respond, with significant expansions now underway by Six Senses, Banyan Tree, and others. Health and wellness is also featuring strongly in the exciting new tourism developments in Saudi Arabia, including the Amaala development that will be home to the first full scale health and longevity destination by the high end Swiss operator, Clinique la Prairie.

For highly seasonal destinations, such as alpine ski resorts, the growth of wellness tourism can be a real boon – and this is especially true for the more low-lying resorts for whom the ‘snow season’ has shrunk due to our changing climate. Wellness tourism is an all year round affair, and I think we will see more resorts making a play to attract operators to set up in their locale.

Innovations in technology bring new opportunities in sustainability and guest service

The hotel sector has not always been a place where new ideas and new technologies thrive – but that is changing – and at Les Roches, we are doing our bit by embedding innovation into all our academic programs; plus we have our own dedicated innovation centre in the form of Spark.

Given the desire of many tourists to head for sunnier climes when on vacation, one innovation that could be adopted by hotel operators in those regions is the brainchild of Cool Roof France. This Brittany-based company has developed a special paint that uses the waste from oysters, more especially the calcium from the oyster shell. A roof covered with this paint is able to reflect 90% of the sun’s rays away from buildings, reducing cooling costs and carbon footprints in a sustainable and cost-effective manner.

Another innovator worth noting offers eco-friendly versions of consumable items which are bought just as regularly by hotel operators as they are by households across the world. Founded in 2020 and based in the United States, EcoSoul makes tableware, kitchen utensils, tissues and drinking straws out of sustainable materials like sugar cane, palm leaf, rice husk, wheat straw and bamboo. Currently focused on B2C sales, it will be interesting to see if companies like EcoSoul can crack the corporate market, including hospitality.

Within the hotel business itself, I see a continuing rollout of personalisation through technology, with innovations like inroom AI-powered chatbots becoming a more common form of guest interaction. Improved, data-driven decision making will allow hotels to offer more focused services based on personalisation and wellbeing.

Click here to read the full article >

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Falling business energy ‘beacon of hope’ for hospitality

Falling business energy market prices could help thousands of cash-strapped hospitality businesses to revive their operation, according to a new report by commercial energy and sustainability consultancy Advantage Utilities.

The report indicates that adopting a flexible procurement strategy for business energy could help power a hospitality revival, as gas and power prices return to levels not seen since before the Russian invasion of Ukraine in February 2022.

The advice comes at a crucial time for the hospitality sector, with 85% of hospitality businesses experiencing energy cost increases, leaving almost two-thirds (64%) of hospitality businesses pessimistic about their prospects for the next 12 months. Last year alone, almost 4600 hospitality businesses were forced to close due to soaring energy bills, high inflation and the cost of living crisis.

Flexible procurement involves securing shorter-term energy contracts when prices are lower rather than opting longer term, fixed price contracts. In principle, this allows businesses to continue to secure the most competitive energy prices at more regular intervals.

This was exactly the strategy that Tom Kerridge’s restaurant The Hand and Flowers adopted with the guidance of Advantage Utilities. Adopting flexible procurement alongside other initiatives led to cost savings of £51,175 over a twelvemonth period.

Whilst business energy prices have declined for the second year running, the report urges hospitality businesses to remain cautious, given the various environmental and geopolitical risks that could impact energy supply in the coming months.

Commenting on the report findings, Andrew Grover, CEO of Advantage Utilities said:

“It’s clear that energy prices have eased beyond what was initially forecast by several respected commentators. The overall expectation was that energy market prices would have stayed at their historic highs into the longer term. However, whilst prices have come down, the precarious nature of the markets could quickly reverse some of this progress. Navigating the complex nature of the business energy market and knowing when to stick and when to switch is challenging. Seeking the help of energy specialists who really know the market inside and out can help ensure businesses are getting the best deals available.”

Further guidance on energy developments and solutions can be found within Advantage Utilities’ most recent report here.

For more information on Advantage Utilities, visit

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energy costs provide a hospitality sector

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