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Article: It's in the stars.(InterContinental Hotels)
- Article from:
- Cheers
- Article date:
- January 1, 2009
- Author:
CopyrightCOPYRIGHT 2009 Bev-AL Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Few people truly believe in the power of the stars. Still, many read their daily horoscope. The signs of the Zodiac personify the reader and make for lots of jovial small talk--precisely what drives business in a vibrant hotel bar.
This wisdom prompted InterContinental Hotels to consult an astrologist when developing its new promotional drink program. The Zodiac expert identified the flavors and colors that are affiliated with each sign. Aquarius, for example, is strongly associated with acidic foods such as cranberries. Sagittarius has a special relationship with citrus fruit. InterContinental then used the information to develop its line of high margin, high ...