The Four Points by Sheraton hotel chain has just concluded its search for what may be the world's only chief beer officer. Since announcing the search last November, the chain has received some 7,500 applications for the position — the most it's ever received for any one job. The field was whittled down to four finalists and the winner was selected in March (after press time) by public vote on its Web site. (For more information on the winner, go to www.fourpoints.com/cbo.)
The chief beer officer will act as a part-time consultant for the Four Points “Best Brews” program, in which each property offers local, regional, and imported craft beers. The CBO will travel to festivals in search of new beers, speak at conferences, and promote the program at events and on bar stools around the country. The CBO “brings the Best Brews program to life,” explains Leila Siman, company spokeswoman. The comfortable bars and unusual beer selections are just one element of Four Points' overall marketing strategy of providing guests with “comforts and little indulgences while away from home,” says Siman.
It's only fitting that the American Homebrewers Association selected the Four Points by Sheraton Denver Southeast as the site of its annual meeting, June 21 to 23. Maybe the CBO will be there!