Thompson Hotels Partners with Tastemakers for Beverage Experiences

The hotel brand is collaborating with Eric Wareheim's Las Jaras Wines and Tom Holland's BERO beer to build a distinct beverage identity.

Published on Feb. 26, 2026

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Thompson Hotels is shaping its food-and-beverage offerings by partnering with known collaborators who have a clear point of view. The brand recently worked with actor, director, and winemaker Eric Wareheim on a three-city dinner series featuring Las Jaras Wines pairings, as well as a new year-long collaboration with actor Tom Holland's non-alcoholic beer brand BERO. These partnerships aim to create distinct beverage experiences that reflect how guests want to eat and drink today.

Why it matters

Thompson Hotels' new beverage strategy demonstrates how hospitality brands are adapting to evolving consumer preferences, focusing on collaborations with tastemakers to build unique identities and experiences rather than constant reinvention. The move towards non-alcoholic options also reflects the growing demand for more mindful drinking.

The details

The Wareheim dinner series brought his new book "Steak House" to life through one-night menus at Thompson properties in Savannah, Denver, and Dallas, each featuring Las Jaras Wine pairings. The Thompson team also added their own touches like martini programs and tableside service. The year-long BERO partnership will integrate the non-alcoholic beer into Dry January events, in-market activations, and new product launches across Thompson hotels.

  • The Wareheim dinner series took place in February 2026.
  • The Thompson-BERO partnership launched in January 2026 and will run for one year.

The players

Eric Wareheim

An actor, director, and winemaker who co-founded Las Jaras Wines, known for its fresh, food-friendly California wines.

Joel Burt

The co-founder and winemaker of Las Jaras Wines.

Tom Holland

The actor who co-created the non-alcoholic beer brand BERO.

Amar Lalvani

The Executive Vice President, President & Creative Director of Lifestyle for Hyatt, which owns the Thompson Hotels brand.

Ludo Lefebvre

The Michelin-starred chef who led the Denver event in the Wareheim dinner series.

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What they’re saying

“We think about the Thompson brand similar to how he thinks about steak houses. They're all familiar, but they're actually different. That's what Thompson is — your home base, done really well, with a twist based on where you are.”

— Amar Lalvani, Executive Vice President, President & Creative Director, Lifestyle for Hyatt (Forbes)

“The ambiance in the room was full of energy before guests even arrived... events like this are critical to staff engagement and create an environment where everyone is proud of the work.”

— Ludo Lefebvre, Michelin-starred chef (Forbes)

“If I order a spirit-free drink, I don't want the server to say, 'Here's your zero-proof beverage.' I'm trying to have a social experience. It shouldn't matter whether you are drinking or not.”

— Amar Lalvani, Executive Vice President, President & Creative Director, Lifestyle for Hyatt (Forbes)

What’s next

Thompson Hotels plans to continue exploring new beverage partnerships and experiences that align with evolving consumer preferences around drinking.

The takeaway

Thompson Hotels' new beverage strategy demonstrates how hospitality brands can build distinct identities and memorable experiences by collaborating with tastemakers who have a clear point of view, rather than constantly reinventing themselves. The focus on non-alcoholic options also reflects the growing demand for more mindful drinking experiences.