Editorial Board   Guest Author

Mr. Bethel

Jack Bethel

Fratelli Branca Portfolio Manager Colorado, Infinium Spirits

Jack Bethel is the Fratelli Branca Portfolio Manager for Colorado with Infinium Spirits, a family-owned spirits company known for igniting brands and accelerating performance. Founded in 2005 and based in Aliso Viejo, California, Infinium Spirits specializes in the import, sales, and marketing of its distinctive portfolio of brands. In his role with Infinium Spirits, Mr. Bethel is responsible for staying in front of the market trends of the beverage industry, as well as the sales, marketing and events for the Fratelli Branca portfolio.

Prior to his time working in brand management, Mr. Bethel served as the Assistant Food and Beverage Operations Manager with the Hotel Teatro in Denver, CO. He has also managed various cocktail bars, fine dining establishments, and everything in between. He is considered an expert in amaro, and specializes in the cultural terroir of regional spirits. His custom cocktails have been served across the country at events including The James Beard House in New York City, Charleston Wine + Food, and Aspen Food & Wine Festival.

In addition to being called one of Denver's best bartenders by Thrillist in 2016, Mr. Bethel has received praises from Bon Appetit Magazine, 303 magazine, Westword magazine's 2016 Best Cocktail Program, as well as being invited to join the Chilled Magazine 100, their list of the most influential bartenders in the nation.

Mr. Bethel earned his B.A. from Cornell College, and is an avid outdoorsman, cyclist, and community advocate.  


Please visit http://www.infiniumspirits.com for more information.

Mr. Bethel can be contacted at 720-576-4016 or jackbethel@infiniumspirits.com

Coming up in February 2020...

Social Media: Social Listening Tools

The reach and influence of social media is staggering. Nearly 3 billion people use social media daily, posting a range of messages, selfies, images, and everything in-between. According to HubSpot, almost 4 million posts are uploaded to the major social networks every single minute! That's an astounding amount of content and it is crucial for hotels to skillfully use social media in order to effectively compete. From establishing a suitable brand identity and voice to creating content across all the major networks (Facebook, Twitter, Instagram, Pinterest, etc.), the goal is to actively engage consumers and to eventually convert them to customers. Some hotels are initiating online contests as a way to attract new customers, while others are rewarding customers with discounts who subscribe to the their email lists or follow their social media pages. Another recent strategy is to employ social media listening tools that track what people are posting online about their businesses. These tools allow hotels to monitor - or listen to - what's being said about a brand across the entire social web, and this can prove to be very valuable, unfiltered information. Social listening permits hotels to be aware of people's opinions about their business, industry or competitors, and some of these tools even listen beyond social media platforms. They also monitor publicly available information on blogs, forums, news outlets and websites. Some listening tools are more focused on gathering and analyzing data, while others offer more engagement-oriented features, which allow hotels to interact with people right from the platform. Often the information that is gleaned from these listening tools ends up being the most authentic, unbiased insights a business can get. The February Hotel Business Review will document what some hotels are doing to successfully integrate social media strategies into their operations.