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The Hamilton Alpharetta, Curio Collection by Hilton, Embraces Dry January With Kin Euphorics in Every Room

1. Hamilton Alpharetta offers Kin Euphorics to enhance wellness travel experiences. 2. Over 20% of U.S. adults participated in Dry January last year. 3. Younger generations, especially Gen Z, consume less alcohol and prefer healthier options. 4. Partnership with Kin Euphorics could redefine luxury hotel beverage services. 5. The wellness travel trend is gaining popularity among diverse age groups.

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Why Bullish?

The introduction of wellness-focused amenities can attract health-conscious travelers, boosting HLT's image.

How important is it?

The article highlights a significant trend in hospitality that aligns with HLT's offerings.

Why Short Term?

Immediate consumer interest in health and wellness can lead to increased bookings shortly.

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HLTPEAKKINS
ATLANTA--(BUSINESS WIRE)--The Hamilton Alpharetta, Curio Collection by Hilton, celebrates Dry January with a stylish twist by offering Kin Euphorics in every guest room. This special addition supports the growing number of people focusing on health and wellness, making it easier for guests to stay mindful while enjoying a touch of luxury. Kin Euphorics, a leader in the non-alcoholic beverage space, uses natural ingredients like adaptogens (herbs that help the body manage stress), nootropics (compounds that enhance cognitive function) and botanicals (plant-derived ingredients with therapeutic properties) to create drinks that help people feel calm or energized. “Our guests are looking for ways to keep their travel experiences in line with their personal health and wellness goals,” said Amber Edwards, general manager of The Hamilton Alpharetta. “By partnering with Kin Euphorics, we’re excited to provide unique amenities that fit their lifestyle, especially during Dry January and beyond. Whether guests want to relax, boost their creativity or just try something new, Kin Euphorics offers a modern and refreshing alternative.” This move comes as wellness-focused travel continues to grow, with more people of all ages choosing healthier lifestyles. Over 20% of U.S. adults joined Dry January last year, and the trend continues to gain traction. “The modern non-alcoholic beverage movement isn’t just about taking alcohol out of traditional cocktails—it’s about creating sophisticated, complex drinks that stand on their own, often with added health benefits,” said Jen Batchelor, CEO and founder of Kin Euphorics. The Hamilton Alpharetta embraces this desire by offering unique non-alcoholic options that perfectly complement its luxurious atmosphere. “This shift is driven by changing attitudes, especially among younger generations. Generation Z, set to make up 30% of the workforce by 2025, consumes 20% less alcohol than millennials. Obviously, there is a fundamental change happening, and one we are excited to meet as consumers are not looking for sugary substitutes or compromising choices but refined beverages," Batchelor added. Located in downtown Alpharetta, The Hamilton, owned by Atlanta-based Peachtree Group, offers a boutique hotel experience with a touch of Southern charm. With Kin Euphorics now available in guest rooms, visitors can enjoy non-alcoholic drinks while relaxing in the hotel’s stylish setting, designed with their well-being in mind. Guests can also find Kin Euphorics at the hotel’s bar and lounge, where bartenders will craft drinks that can be energizing and refreshing. Peachtree Group, owners and operators of more than 100 hotels across the U.S., is exploring the opportunity of featuring Kin Euphorics in its hotel bars. This innovative addition could offer guests a unique and elevated beverage experience, redefining what it means to unwind during their stay. ABOUT PEACHTREE GROUP Peachtree Group is a vertically integrated investment management firm specializing in identifying and capitalizing on opportunities in dislocated markets, anchored by commercial real estate. Today, the company manages billions in capital across acquisitions, development and lending, augmented by services designed to protect, support and grow its investments. For more information, visit www.peachtreegroup.com. ABOUT KIN EUPHORICS Kin Euphorics, is a non-alcoholic, functional beverage, designed using ingredients that nourish the mind and body. Adaptogens to help you manage stress; nootropics to support brain cognition; and spirit-centering botanics to elevate taste. Carefully layering these energy-transforming ingredients help tune your mood and activate the power, energy, and peace that is already in you. In uplifting the world’s oldest social tradition, we honor the original intent of distilled spirits that were as much about improving health as they were about deepening relationships. Kin Euphorics is a plus, not a minus. An approach to living in abundance instead of scarcity. A choice that feels good — an opportunity to create communion over shared drinks and interests, without hurting your mind, body, or soul.

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