US and Canada-based hospitality company Loews Hotels & Co. has announced its ‘Free Spirited’ programme to target the growing trend of mindful alcohol consumption.

With this programme, Loews Hotels will showcase its respective, on-site mixology talent.

Beverage selections will differ at each property, reflecting the availability of local suppliers, popular flavours in the region, and the creativity of the mixologists.

Loews Hotels has integrated these specialty libations into its standard cocktail menus, with each drink clearly marked by an icon denoting its low or no ABV content.

Beyond the bar, ‘Free Spirited’ will integrate into catering and event planning, offering a curated selection of non-alcoholic beverages.

Moreover, the programme will be infused into tentpole, brand-wide programming throughout the year, such as the brand’s annual Summerfest, further fulfilling the holistic approach to preference accommodation.

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The brand aims to create judgment-free environments designed to accommodate guests of all ages, abilities, and lifestyles.

Loews Hotels & Co owns and/or operates 25 hotels and resorts across the US and Canada, including eight hotels at Universal Orlando Resort and three new hotels opening in 2025 as part of its partnership with Comcast NBC Universal.

Its most recent opening was the Loews Arlington Hotel and Convention Center in Texas in February 2024, which is 21-storeys and features 888 guest rooms and luxury suites.