How do large hospitality groups decide which drinks brands make it onto their menus — and which ones don’t?
In this episode of Business of Drinks, we sit down with Miranda Breedlove, Beverage Director for The Lifestyle Group at Hyatt, to unpack how beverage decisions actually get made inside one of the world’s largest hospitality companies.
Miranda oversees beverage strategy across 70+ lifestyle properties and roughly 75 venues spanning brands like Thompson Hotels, Andaz, Dream Hotels, and The Standard. Unlike many hotel groups, Hyatt’s lifestyle division doesn’t replicate bar concepts. Each property has its own identity and sense of place, which means beverage programs must balance national supplier partnerships with local creativity.
For drinks founders, distributors, and operators, the conversation offers a rare look at how hospitality groups evaluate brands — and what it takes to scale inside those systems.
• Distribution is the first gatekeeperBefore a brand can even be considered for multi-property hospitality programs, it must demonstrate reliable distribution, consistent pricing, and strong distributor coverage across markets.
• Scaling usually starts with a pilotEven promising brands rarely roll out everywhere immediately. Miranda often tests new products in three to five properties across different markets before expanding further.
• Local support drives successBrands gain traction when reps educate bar teams, build relationships, and actively support the account. Teams respond to people and stories — not just bottles.
• National structure, local identityHyatt provides a national framework, but each property adapts its beverage program to reflect the local market and guest profile.
• Experiential activations winGuest bartender takeovers, masterclasses, and other immersive experiences keep teams and guests engaged far more effectively than routine promotions.
• Data is an underused advantageTools like menu matrix analysis and strong P&L literacy help operators identify which drinks truly drive profitability.
If you want to understand how hospitality groups actually make beverage decisions, this episode offers a rare look behind the curtain.
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Erica Duecy, co-host: Erica Duecy is founder and co-host of Business of Drinks and one of the drinks industry’s most accomplished digital and content strategists. She runs the consultancy and advisory arm of Business of Drinks and has built publishing and marketing programs for Drizly, VinePair, SevenFifty, and other hospitality and drinks tech companies.
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Instagram @ericaduecy
Scott Rosenbaum, co-host: Scott Rosenbaum is co-host of Business of Drinks and a veteran strategist and analyst with deep experience building drinks portfolios. Most recently, he was the Portfolio Development Director at Distill Ventures. Prior to that, he was the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor.
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Caroline Lamb, contributor: Caroline is a producer and on-air contributor at Business of Drinks and a key account sales and marketing specialist at AHD Vintners, a Michigan-based importer and distributor.
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Instagram @borkaline
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