For the Four Seasons, programs such as these are part of a larger vision.
"The brand is very much a lifestyle brand. We see ourselves beyond just hospitality. This is just an extension of what we do. If you were to look at us in the digital world, we have Four Seasons' magazine online, where we talk about food, wine, fashion, art, watches, all the things that appeal to the segment," Gaulin says. "On taste.fourseasons.com, the entire site is focused on what we do in the area of food and beverage. You go there if you love food, you don't go there if you are a Four Seasons guest. And that really speaks to the unique perspective we have as a global company."
The Four Seasons is not alone in its attempt to reach out to customers in new ways -- and with wine -- to engage customers in conversations that go beyond a hotel sales pitch.
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