Sip Luxury: Beverage Experience Lab

The First Principle

Compliance unlocks partner support. Compliance is the budget.

Support levels are already approved and designated — no additional hard-dollar request is required. Property compliance with the Auberge Collection Beverage Program unlocks tasting kits, educational resources, activation materials, non-cash support, incentives, and other approved benefits.

01 · What It Is

Six monthly virtual training sessions. Every feature drives revenue.

The Beverage Experience Lab runs September 2026 through February 2027 for the senior F&B directors and beverage leaders of Auberge Collection's U.S. properties — with August 2026 dedicated to the beverage partner invitation process and securing partner commitments. Each featured month pairs beverage partners — every one an approved Auberge Collection selection — with one guest-facing serve, partner-led training, and partner-supplied results.

02 · Draft Programming Schedule

The programming calendar at a glance.

One setup month, six featured months — each anchored to moments guests already celebrate. Moments are inspiration, not requirement.

AUGSetup

SEPMonth 1

OCTMonth 2

NOVMonth 3

DECMonth 4

JANMonth 5

FEBMonth 6

August

2026 · Setup

Beverage Partner Invitations

Invitation processSecure commitmentsCalendar locks late Aug

September

2026 · Month One

Aperitivo Season

Negroni Week 9/21–27Mexican Independence 9/16CA Wine MonthHarvest begins

October

2026 · Month Two

Harvest

Winemaker dinnersWorld Champagne Day 10/23Halloween 10/31Fireside begins

November

2026 · Month Three

The Gathering Table

Thanksgiving 11/26Beaujolais Nouveau 11/19Festive menus launch

December

2026 · Month Four

The Celebration Season

New Year's Eve 12/31Hanukkah & ChristmasRepeal Day 12/5Champagne Day 12/31

January

2027 · Month Five

The Wellness Reset

Dry JanuarySpa & wellness seasonHot Toddy Day 1/11

February

2027 · Month Six

The Big Game & Romance

Super Bowl SundayValentine's Day 2/14Presidents' Day wkndMargarita Day 2/22

Every Month

The Process

The repeatable monthly process

Live virtual training sessionFeatured serve on propertyPartner-supplied KPIsBeverage Lab newsletter

03 · How Every Month Works

One repeatable process.

IOne or two featured beverage partners from the approved Auberge Collection program — always complementary categories, never competitors.

IIOne live virtual training session — led by Jessica Altieri with the partner's marquee voice: founder, winemaker, master distiller, or senior executive.

IIIOne guest-facing featured serve on property — with tasting kits, notes, and POS assets shipped ahead.

IVMeasurement — partner-supplied KPI measurement on each activation, provided by the featured beverage partner.

VRecognition — participating partners may extend invitation-only experiences tied to partner-defined KPIs.

VIThe monthly Auberge Collection Beverage Lab Newsletter — sent to all participating F&B directors as part of the process.

04 · Optional Feature

The Auberge Collection Beverage Lab Newsletter.

A monthly digital newsletter sent to all food & beverage directors at participating properties — keeping the program present between sessions. Each issue includes:

This month's beverage partner — the featured serve, the story, and the marquee voice

Featured property & team member — a participating property, and a standout director or sommelier from the Auberge Collection

Coming next month — the upcoming beverage partner, featured guests, and key Auberge Collection members involved

The live session — date, time, and join details promoted in every issue

The Auberge Collection Beverage Lab Newsletter — front page mock shown on iPhone

05 · Next Steps

Agree on the calendar.

August 2026 is the beverage partner invitation window — commitments are secured and the calendar locks. Six featured months follow, September 2026 through February 2027.

Next step: agree on the draft programming schedule. — Jessica Altieri · Account Manager, IMI Agency