WILLIAMSBURG, Va., September 20, 2024 (Newswire.com)
– Copper Fox Distillery, renowned for its innovative and handcrafted spirits, is excited to announce the launch of its latest creation: Foxfire Cinnamon Whisky. This new addition to the Copper Fox family promises to deliver a unique and unforgettable tasting experience, perfect for whisky enthusiasts and newcomers alike.
A Bold New Flavor
Foxfire is crafted with the same dedication and attention to detail that has made Copper Fox a beloved name in the world of spirits. The mash bill is 100 percent Virginia-grown corn distilled into our signature whisky, which is then infused with real natural cinnamon and Grade A Vermont maple syrup. The maple syrup comes from Barred Woods Maple Farm in Northern Vermont, adding a subtle sweetness to balance out the warmth. Foxfire offers a sweet and slightly spicy profile that perfectly complements the rich, smoky notes of our signature Virginia whisky. The result is a harmonious blend of flavors that is both bold and smooth.
Handcrafted Excellence
Copper Fox Distillery is known for its commitment to quality and craftsmanship and Foxfire Cinnamon Whisky continues this tradition. Unlike other cinnamon whiskies on the market today, Foxfire contains no artificial ingredients. The addition of natural cinnamon and maple enhances the complexity of our whisky, making it a versatile choice for sipping neat, on the rocks, or in your favorite cocktail.
A Celebration of Virginia’s Heritage
Foxfire is more than just a drink; it is a celebration of Virginia’s rich heritage and culture combined with a modern, seductive edge. From grain to glass, every step of our process is rooted in tradition and innovation. We invite you to join us in raising a glass to the spirit of Virginia with our new cinnamon whisky. It’s a toasty maple kiss sure to bring a tantalizing sweet heat to any occasion.
Availability
Foxfire is now available for purchase at our distillery locations in Williamsburg and Sperryville, Virginia, as well as select retailers and at our online distillery store. For more information, visit our website at www.copperfoxdistillery.com.
About Copper Fox Distillery
Copper Fox Distillery is a pioneer in the craft spirits industry, known for its innovative techniques and commitment to quality spirits, most of which are hand-malted using a malting floor. Founded by Rick Wasmund in 2005, Copper Fox produces a range of award-winning fruitwood aged whiskies and spirits, each with a unique flavor that reflects the heritage and culture of Virginia. Located in Williamsburg and Sperryville, both locations offer tours, tastings, craft cocktails and a variety of events to provide an immersive experience for all whisky lovers.
Whisky has a history as rich as its flavor. Originating from the Gaelic phrase “uisge beatha” or “usquebaugh,” whisky translates to “water of life.”
This term, deeply rooted in the Highlands of Scotland, perfectly encapsulates the essence and historical significance of this revered beverage.
Early Uses of the Word Whisky
Whisky’s journey began hundreds of years ago, likely influenced by the practices of Christian missionary monks. Its earliest mention dates back to the Scottish Exchequer Rolls of 1494, where ‘eight bolls of malt’ were allotted to Friar John Cor for making ‘aquavitae,’ an early form of whisky. This art of distillation, potentially discovered by Highland farmers, marked the beginning of a storied legacy.
Scotch whisky, initially known as the Red Stockings and later simply as ‘Reds,’ underwent significant transformations. The term ‘whisky’ became mainstream in 1881, following the Red Stockings’ expulsion from the National League due to beer sales. Despite its evolving identity, whisky remained a central part of Scottish culture and commerce.
Political Influences and Name Changes
Whisky’s history is not without its political challenges. In the 1950s, the name ‘Reds’ became politically charged due to the widespread fear of communism, known as ‘The Red Scare.’ This led to the temporary renaming of the Cincinnati Reds to the ‘Redlegs,’ a decision driven by the desire to dissociate from any communist connotations. However, the name ‘Reds’ prevailed and was officially restored in 1959.
The Art of Whisky Making Whisky making is an intricate process, preserving techniques passed down through generations. The art involves careful distillation of barley and other grains, capturing the essence of its ingredients. The spirit’s character is further shaped by aging in wooden casks, where it acquires unique flavors and a golden hue.
Whisky’s Role in Social and Economic History Throughout its history, whisky has played a significant role in society. It has been a source of economic growth, a symbol of national identity, and a staple in social gatherings. Distilleries have long contributed to local economies, while the spirit itself has been celebrated in literature, music, and art.
Today, people enjoy whisk(e)y across geographical and cultural boundaries. Its appeal lies not only in its rich flavor but also in its ability to connect people to a shared heritage. From its humble beginnings as the “water of life” to its status as a sophisticated beverage, whisky continues to captivate connoisseurs and casual drinkers alike.
As whisky enters a new era, it continues to evolve while maintaining its connection to tradition. Innovations in distillation and aging processes promise exciting developments in flavor profiles. Whisky festivals, tastings, and clubs foster a growing community of enthusiasts, ensuring that the legacy of this storied spirit lives on.
Whiskey is one of the great treats in life. Once the most popular spirit, it lost ground to vodka in the 70s and 80s but is making a resurgence. Estimated to be a $66.5 billion industry in 2022, whiskey of all kinds has demonstrated massive growth, with several major whiskey categories doubling their outputs over the past 10 years. Scotch, however, is the biggest seller worldwide, with total sales amounting to more than American, Irish, and Japanese whiskeys combined. Here is some help in understanding the major catergories of whiskey.
All whiskeys are made from grain fermented and then distilled. When whiskey goes in the bottle, it has to be at least 40% alcohol by volume (ABV). With some exceptions, it’s aged in wooden barrels, although exactly what kind and for how long varies around the world. Variations in mash bill (the fancy term for the types of grain go in a whiskey), barrel type, aging time, and distillation technique are what account for the enormous breadth of this wonderful spirit.
Before we go any further, a quick word on spelling (there’s more detail here, if you’re interested): generally speaking, whiskey refers to American and Irish spirits, while whisky refers to a spirit made in Scotland, Canada, Japan, or anywhere else in the world. Personally, when referring to the spirit in general, I default to whiskey, simply because I speak and write in American English.
Scotch
The first written record of whiskey production, dating to 1494, comes from Scotland, and the country continues, in many ways, to be the center of the whiskey world (don’t @ me, bourbon fans). There are two basic kinds of Scotch whisky: malt and grain. Malt whisky is made only from malted barley. Grain whisky also includes other grains, like corn or wheat. The other legal distinction in the scotch category is between blended whiskies and single malt/grain whiskies. A single malt or single grain whisky is made at a single distillery; blended whiskies are made at multiple distilleries and mixed together.
Scotch can only be made in Scotland. It’s aged in used barrels—which may have originally held bourbon, wine, or port—for at least three years. Scotch is bottled at a minimum 40% alcohol by volume (ABV).
Generally speaking, Scotch blenders aim for a product which is consistent and drinkable. While there are plenty of good blended whiskies out there, Scotch snobs typically think of single malts as more interesting because each region and each distillery has a distinctive character (although it may be changing). Indeed, there’s quite a wide variation in the world of single malts, from lighter, fruit- or grain-forward drams to aggressive, peaty expressions heavy on salty and medicinal flavors. The list of most expensive whiskies in the world is always dominated by single malt Scotch.
Irish Whiskey
The word whiskey comes from the Irish phrase uisce beatha, or “water of life,” and the Irish are typically credited with being the first whiskey distillers. Just like their neighbors in Scotland, the Irish distinguish malt whiskey from grain whiskey
Scotch and Irish whiskey are different in several ways. One is Irish malt is very rarely smoked over peat, meaning it lacks the smoky, savory components of peated scotch. Another is the existence, in Ireland, of a category called pot still whiskey, which is made from a mix of malted and unmalted barley. “Green” barley contributes an added dimension of flavor which sets pot still whiskeys apart both from scotch and other Irish whiskeys.
Irish whiskey must be made in Ireland or Northern Ireland. In terms of taste, Irish whiskeys vary widely, from grassy to grainy to bourbon-like.
American Whiskeys
Photo by Flickr user Raphaël Chekroun
These days, thanks to the craft whiskey renaissance of the last fifteen years, the variety of whiskey styles made in the United States is as diverse as our great nation’s population. Historically, though, the landscape has been dominated by two categories: bourbon and rye.
Both styles have several things in common. Chief among their similarities is they must both be aged in new, charred oak barrels, a major source of flavor and aroma in America’s native whiskeys (remember scotch is always aged in used barrels).
Bourbon, which is by far the more popular category, is historically associated with Kentucky, which remains the seat of the American whiskey industry. Contrary to the popular imagination, however, bourbon can be made anywhere in the United States. Bourbon must be made with at least 51% corn, with the remaining 49% being some combination of other grains—typically malted barley and either rye or wheat. It’s a good entry point to whiskey for many drinkers, as its flavor profile tends to be sweet, leaning toward caramel, vanilla, soft spices, and wood.
Rye whiskey is bourbon’s northern counterpart, and although it’s long played second fiddle to bourbon in terms of sales, it’s been making a comeback in recent years. Rye, as you probably guessed, has to be made with at least 51% rye, with the remainder, again, being up to the distiller, but usually consisting of malted barley and corn. Rye grain imparts distinctive spice and fruit notes, making rye whiskey more assertive than its mellow southern cousin.
There are a number of other categories of American whiskey. They include Tennessee whiskey, which is essentially bourbon made in Tennessee and filtered through charcoal. Wheat whiskey is, you guessed it, made with mostly wheat. And blended whiskey—well, it’s a whole different thing.
Canadian Whiskey
Many whiskey drinkers turn up their noses at Canadian whisky, which is often viewed as inferior to Scotch or bourbon. But the fact is, our neighbors to the north have also been distilling for a long time, and history has yielded a distinctive style.
Most Canadian whiskies contain a lot of corn, just like bourbon. However, that’s where the similarities end. Canadian whisky has to be aged at least three years, a requirement which doesn’t exist for bourbon. There are also no restrictions on the type of barrel used—they can be new or used, charred or uncharred. In general, Canadian whisky is lighter, smoother, and less flavorful than American whiskey, which is the source of the snobbery around this spirit.
Finally, it should be noted Canadians commonly refer to all Canadian whisky as “rye,” for historical reasons. Canadian rye is not the same as American rye—it often doesn’t contain any actual rye grain.
Japanese Whiskey
With North America and the British Isles covered, we’re left with one other important whiskey region: Japan. Japanese whisky is similar to Scotch in most respects, because the industry’s pioneers modeled their product on Scotch. Commercial whisky distilling in Japan started in the 1920s.
Just like with Scotch, you’ll find both blended and single malt Japanese whiskies, and although this is a relatively young category, its profile is growing internationally.
NEW YORK, April 13, 2023 (Newswire.com)
– Following a soft-launch pre-order in late 2022, international design brand Norlan is pleased to announce the availability of its latest product for the whisky traveler. With a reputation for developing innovative glassware and accessories, Norlan further enhances the whisky-drinking experience with a new, luxurious edition of its groundbreaking double-walled tasting glass.
The Norlan Steel Tumbler has been developed for the whisky and fine spirit enthusiast who accepts no compromise where travel and tasting are concerned. And for those staying close to home, Norlan has created an extraordinary, luxurious vessel for the intimate whisky ritual (ice, for those who choose, now allowed).
Under consideration for development for many years, the design for the tumbler mirrors that of Norlan’s original double-walled glass with some key differences. Instead of mouth-blown borosilicate glass, the tumbler is produced from blow-molded stainless steel. The join at the mouth rim, where the inner and outer walls are held together, is made by electro-welding, creating a fine point of contact for the user’s mouth.
Inside, the tumbler is finished with a food-grade-safe electroplated coating that acts as a mirror for the contents within. On the outside, the tumblers are exhaustively hand-burnished before receiving their final finish in polished stainless steel or mirror black PVD coating.
Sharing much of the design genetics of the original Norlan Whisky Glass, users will find the same inner and outer shapes, merging a highly functional nosing glass interior with a modern exterior which serves to elevate one’s favorite whisk(e)y—whether Scotch, Bourbon, Rye, Canadian, Japanese, you name it. Wrap the tumbler in a cloth of one’s choosing, throw it in a travel bag, and one has the ideal nosing and drinking vessel for whichever adventure awaits.
The Norlan Steel Tumbler is sold individually and ships in an elegant gift box. In an ongoing effort to minimize waste, the tumbler’s packaging is made from recyclable corrugated cardboard and cardstock, while the tumbler itself is wrapped in a protective, biodegradable polybag. Each tumbler ships with a microfiber polishing cloth for users to maintain its lustrous finish before and after use.
MATERIAL
Double-walled stainless steel
FINISH
Exterior: Polished stainless steel or mirror black PVD coating. Interior: Electroplated mirror finish.
DIMENSIONS
3.7″ tall, 3.2″ diameter, 2.5″ diameter at rim
CAPACITY
~ 5.9 fl oz. Recommended pour 0.7 to 1.4 fl oz when drinking neat.
WEIGHT
~ 4.4 oz (that’s very light)
INTERNATIONAL PRICING TABLE
United States
Canada
United Kingdom
(incl. VAT)
European Union
(incl. VAT)
Australia
(incl. GST)
Polished Steel
$58
$76
£55
€70
$88
Mirror Black
$63
$82
£60
€77
$96
About Norlan
Norlan is a brand dedicated to elevating the whisky-drinking experience through design, science, and ritual.
The company was founded in 2015, launching the original double-walled whisky glass—the Norlan Whisky Glass—on Kickstarter. The singular proposition of the Norlan Whisky Glass resonated with the Kickstarter community and beyond. In the original campaign, the glass raised over $800,000, becoming the most-funded drinking glass ever—a record it still holds.
The brand continues its mission with the ongoing release of future-thinking vessels and accouterments that blend modern aesthetics with ritual-specific functionality for aficionados and novices alike.
Bourbon and Rye are as American as apple pie. In fact, the native spirits have been distilled here since this country was merely a collection of colonies. And despite the modern popularity of American whiskey, in many ways the industry that crafts it has been notoriously stuck in the past. Siddharth Dilawri is helping to change that. As founder of Filibuster Distillery, the first generation immigrant from Delhi, India is challenging stubborn norms of what a whiskey maker ought to look like or where they ought to come from.
He joins the ranks of folks like Fawn Weaver and Victoria Eady Butler of Uncle Nearest; Marsha Milan and Heather Greene of Milam & Greene; Kaveh Zamanian of Rabbit Hole—to name but a few notable examples. Together they’re making sure that those benefitting from the success of American whiskey are more emblematic of the diverse nation it supposedly represents.
As for Dilawri, he never really set out to accomplish anything more than following his passion: to craft great spirits in the hills of northwest Virginia which he calls home. Originally laying down liquid in 2014, Filibuster sources all of its corn, rye, and barley from neighboring Shenandoah Valley farms. Ever since, Dilawri has been tinkering with creative barrel finish combinations to accentuate these ingredient-minded distillates. In so doing, the self-taught distiller is also expanding the parameters of what great American whiskey can taste like. He just so happened to stumble upon the American Dream along the way. He shares his journey with Forbes in an exclusive interview below.
Siddharth “Sid” Dilawri, founder of Filibuster Distillery
Filibuster
What led your family to the United States?
Siddharth Dilawri:“I moved to the U.S. with my parents in 2008 for a better living. America is a dream country for anyone who lives in a Third World country. We saw it as a land of opportunity, but it didn’t really start off great for me. I was looking for a job in computers, but I didn’t find a job in that field. So, I started working in a liquor store, which was my first real exposure to spirits. I’d seen my dad drink scotch, but I knew nothing about brandy, cognac, whiskey, Irish whiskey, or bourbon. Yet I became fascinated and wanted to learn more.”
How did you become educated about spirits?
SD:“I had all these questions that I asked the guys I worked with at the store. They were super knowledgeable and taught me about how to taste whiskey. That intrigued me to learn more and soon I was learning about a vast industry and the science and art and passion behind it. Eventually, my father started a liquor store, and while I was finally working in IT, I worked for him also. We really enjoyed the business, so we opened up another liquor store, Modern Liquors, in Washington, D.C.”
But your love of the spirits business really took a jump with bourbon, right?
SD:“It did. And at our second store is where our passion for it really came forward. We wanted to know about everything we sold, and our bottles were really hand-selected. Things really changed for me when we went to Four Roses to pick a single barrel in 2014. We met Jim Rutledge there, he took us to lunch, and we picked a barrel from five single barrels there. That was my first experience of seeing a barrel! It was also my first chance to hold a whiskey thief, to feel that in my hands and watch the way the whiskey came out. It was then that I had a strong sense that this is what I wanted to do with my life.”
A woman painting a view of the Shenandoah Valley from the Skyline Drive, near an entrance to the … [+] Appalachian Trail, Virginia, 1940. (Photo by Jack Delano/Buyenlarge/Getty Images)
Getty Images
Selling packaged liquor is very different from distilling. What led you to that leap?
SD: “With decades of experience in specialty spirits in retail, we’d tasted and sold almost everything from super-aged single malt to wet-behind-the-ears American craft. With all that knowledge, it seemed a shame not to throw our own hat into the distilling ring. We knew it would be hard work, though. When we first started on the distillery, I bought our whiskeys from MGP (Multi-Grain Products in Lawrenceburg, Ind.). They’re great people and the distillery is massive and absolutely fascinating. I was on a tour there and the CEO of the place saw us and just joined in. He led me on a tour of the entire facility—the CEO! As we walked around and I started talking about my plans, he introduced me to the master distiller. I shared with them my passion I had for the work, and they encouraged me to keep building on it.
Was that a formative moment for you?
SD:“You have to understand this: I couldn’t believe this was happening to me. I was a guy working an $8-an-hour job in IT. and also in a liquor store—getting to pick a barrel and talking to the CEO of MGP in his office! I felt like I’d arrived, that I could talk to somebody who knows something about this industry and really do something about it! We started the distillery in Maurertown, Virginia in 2013, but we began distilling our own in 2016. We have a 12-inch column still and a doubler that produces three barrels of whiskey per day. I really want to run the still 24-7, and that could happen now that we’re adding a chiller for the mash.”
Who taught you how to run a distillery?
SD: “We hired a gentleman who came from a bigger distillery and help train us. He did that for almost four months before coming to me and saying, “This is a very small operation, and I’m used to doing what I do in larger facilities,” and he left! I’m standing there thinking, ‘I have this massive amount of investment! What exactly am I going to do? Wait for someone else to come in and do it?’ I knew that wasn’t the answer. I’m one of those guys who will take a risk, and I decided I was going to run the still—me, who’s never run a boiler in his life is going to run a still! I know it sounded crazy, but when I told my wife about it, she backed me up.”
How did it go?
SD:“I went in there, turned on the boiler and turned on the stills, and successfully started distilling it. The first barrel I distilled in 2014 won a double gold medal at the San Francisco World Spirits Competition. We eventually hired a master distiller to do the job and we make 100 percent of our own whiskey now using my recipes. I also do all the blending. I take pride in that.”
Why did you name the distillery Filibuster?
SD: “We have our liquor store business in Washington, D.C., just a few blocks from Capitol Hill. So, naturally spirited conversation is in our blood. We also aren’t afraid to speak up. Also, our innovative approach to blending and finishing reflects our homage to freedom of expression. That’s the essence of what makes this great land so special.”
The full range of Filibuster spirits, which also includes barrel aged gins.
Hennessy’s tribute to the NBA comes in at a cool $158,000.
Moët Hennessy
Singapore’s Changi Airport has made a daring entry into the rare wines and spirits market by making more than 200 of some of the world’s most premium wines and spirits available at tax-free and duty-free prices on a new online pop-upportal. Among the most valuable items, two are currently featured in a silent online auction, though no bids have been placed in the first three days.
Called the World of Wines and Spirits (WOWS), the temporary website is showcasing some internationally acclaimed and exclusive liquor products straddling Champagne, wine, single malt, sake and many more categories, all designed to appeal to collectors and connoisseurs.
The portal has been inaugurated by Changi Airport Group, the operator of Singapore Changi, in partnership with its wine and spirits concessionaire Lotte Duty Free, which has some strong relationships with high-end suppliers.
Lotte took on the concession at Singapore Changi during the peak of the Covid-19 pandemic. Rather than opening up with physical stores at a time when there were barely any passengers going through the airport, the South Korean retailer launched with an online presence. Two years later, Lotte is stepping up its profile in the e-commerce channel.
Will demand justify the luxury online pop-up?
Changi claims that the move to sell these collections online is “to satisfy strong demand from discerning customers.” An extensive 254-page WOWS catalog lists the big range of top-end products including the two that are the focal point of the auction, which still has seven days to run.
An elaborate presentation for Royal Salute’s The Art Edition.
Pernod Ricard
The products are Hennessy’s Paradis x Lorencz Bäumer for which minimum bids start at 225,000 Singapore dollars ($158,250) and The Art Edition from Royal Salute kicking off at 135,000 ($94,950).
Bidding is meant to rise in increments of 1,000 Singapore dollars, but so far the threshold remains at the opening minimum.VIPs from the Changi Rewards loyalty scheme, from Lotte and other partners received invitations to the auction before it launched at midnight on October 14, but there have been no takers in three days. A scramble at the end is possible though there is also a risk that the items may not be sold.
To celebrate the NBA’s 75th anniversary, Hennessy teamed up with designer Lorenz Bäumer to create a new Hennessy Paradis magnum (1.75 liters) which has been realized as a crystal basketball to pay tribute to the basketball league.
Royal Salute’s The Art Edition is also a new collection celebrating the “shared wonder of art and whisky.” British sculptor Kate MccGwire worked on the inaugural edition which has 21 bespoke sculptures made from amber pheasant feathers. Each sculpture is paired with a rare 53-year-old whisky in a mouth-blown Dartington Crystal decanter in tribute to the year of Royal Salute’s inception: 1953, the same year as Queen Elizabeth II’s coronation.
Some other highlights of this high-end online pop-up extravaganza include Penfolds Super Blend 802-B Imperial 6-liter ($14,270); the Singleton 54-year-old ($40,000); Tales of the Macallan ($84,400); and Royal Salute’s seven-bottle The Platinum Jubilee Edition ($137,150). Shoppers can place orders until New Year’s Eve 2022.
When a prospective candidate interviews at Shopify for a job role, they hear about the company’s work culture, employment benefits, and a pandemic-inspired offering: the chance to work anywhere in the world for 90 days, remotely.
Dubbed Destination90, the program allows employees to work from any location—Shopify office or not—on any time zone, for 90 consecutive days. The company launched the program in August 2020, after permanently shifting to being a digital-first organization just a few months before, in May 2020. The idea was to give employees an opportunity to spend the high-point of the pandemic where they felt most comfortable. It remained so popular that it’s now a standard benefit for employees.
“We do most of our work remotely by optimizing for digital collaboration, communication, and connection,” says Kimberley Mullins, Shopify’s director of talent development. “This has allowed us to create a universal experience for our employees to decide where and how they work.”
Mullins says that Destination90 benefits employees of all ages and stages of life. She has seen team members explore their home countries, experiment with living in a foreign destination before potentially moving there full-time, spend time with elderly parents and grandparents, including acting as caregivers, and generally live the digital nomad lifestyle.
Employees have traveled all of the world, including destinations such as Turkey, Brazil, France, Finland, and Uruguay. The company shares employees’ stories about their experiences on LinkedIn and through an internal documentary series, Digital by Design.
Mullins calls Shopify’s embracement of remote work “forward-thinking,” and the company is certainly on-trend. Not only is TikTok full of videos of people showcasing how they work from anywhere, but a recent study by Microsoft found that 80% of employees said they were just as or even more productive since going remote.
That same study noted that as people experience the upsides of flexible work, companies must meet employees where they are. It includes hybrid work models, too—a framework that is up 7%, year-over-year, according to Microsoft’s research.
If people are not currently a part of a flexible work environment, more often than not, they are considering changing to a job that offers it. The study showed that 52% of people are thinking of switching to a full-time remote or hybrid job this year, opening the doors for an influx of resumes to companies like Spotify, Lyft, Twitter, Hubspot, and Coinbase, all of which have announced permanent remote and hybrid work options. In fact, CNBC reported that Spotify has offered to pay for a local coworking membership if an employee relocates to an area with no Spotify office and, of course, wants an office space.
The remote and hybrid work setup has another benefit that today’s employees crave: balance when it comes to mental health and wellness. Employees can more easily pop to their gym in the middle of the day, noting a swimming emoji on Slack, or take time to celebrate a child’s last day of school with a pizza lunch before heading back to a desk.
WorkSpaces by Hilton blends remote desks with hotel amenities for a day that may start with coffee in the lobby and video conferences in a distraction-free office then end with a dip in the rooftop pool.
Courtesy of Hilton
Employees are also finding that vacations are more manageable with digital-only work, and hospitality companies like Hilton have responded by enticing people to log in from their hotels and resorts. Matt Schuyler, chief brand officer at Hilton, says that Hilton saw a 30% increase in guests booking extended stay rooms in 2021.
“[People] realized they could jet to a beach during the winter and maintain the same virtual background,” Schuyler says. “This strengthened a segment of customer travel beyond the traditional corporate travel schedule, blending weekdays and weekends into what’s more widely known today as a ‘workcation.’”
Schuyler explains that the work-plus-vacation setup was reinforced by their global travel survey, which found that 40% of Americans would consider their summer a success if they spent a workday in a beach chair instead of an office chair, and 81% wanted a successful workday to end by the pool or beach. As guests look to integrate fun into the 9-to-5, Hilton rolled out creative, on-property solutions and experiences.
Hilton now offers a variety of amenities to what Schuyler called “bleisure” guests: beach palapas outfitted with charging stations and laptop cooling pads; dedicated office spaces with standing desks so guests don’t have to see their work in their suites; Wi-Fi-blocking jackets for guests who want to unplug completely; digital detox morning routines that help guests disconnect and focus on health and wellness before the workday begins; zero-proof cocktail menus for sips while on Zoom meetings; and extended stay deals that include up to a week free.
Schuyler says that Hilton has also responded in more subtle ways, by incorporating design details that promote relaxation, renewed energy, and focus. For example, a property’s private office space may include a terrace for natural light during breaks from a computer screen and many properties are incorporating healthier food options, including the use of local and seasonal ingredients, on restaurant menus.
“Travelers are looking for experiences that cater to their holistic well-being in more ways than one,” Schuyler says, noting the company’s offering for non-guests too: WorkSpaces by Hilton.
WorkSpaces by Hilton, launched in 2020, is a work-from-hotel day-rate for individuals seeking private office space near their home or other extended stay. It blends remote desks with hotel amenities for a day that may start with coffee in the lobby and video conferences in a distraction-free office then end with a dip in the rooftop pool and beers from the in-house brewery.
According to Schuyler, the offering brings in entrepreneurs, small business owners, and even employees of larger companies, some of which work from home and want to get out of the house for a day. (Say, possibly those with children.) As more companies have reevaluated hybrid and remote work options, he has seen a broader scope of travelers using WorkSpaces.
A recent Microsoft study found that 80% of employees said they were just as or even more productive since going remote.
Courtesy of Hilton
The personal benefit could be great for employees who take advantage of the ability to work from anywhere. Mullins says that the different work environments encourage employees to “get energized and show up to work with that inspiration,” and Schuyler notes that workcations also allow individuals to get to know local communities and engage in volunteer opportunities. This leads to more well-rounded and diverse perspectives.
It offers room for employees to partake in organizations like Venture With Impact, a four-week co-working retreat that incorporates time for remote work at a current job with skills-based volunteer projects in destinations such as Chiang Mai, Thailand; Medellin, Colombia; and New Orleans, La.; or Remote Year, a work-and-travel platform that facilitates trips around the world from one week to one year, with a strong give-back component.
As Mullins says of travel for her colleagues at Shopify: “We want people to broaden their horizons in all ways and this includes exploring different corners of the globe. We believe these opportunities are important for our people to gain fresh perspectives, stay engaged, and do their best work.”
