The Park Lane Hong Kong, Autograph Collection, has announced a refreshing new partnership with Belgian brewer Hoegaarden Beer, unveiling a limited-time afternoon tea experience at its signature restaurant, Ebb & Flow. Launching on 6 September, the collaboration is part of the hotel’s Oktoberfest celebration and reflects a growing trend in hospitality: brand partnerships that blend culinary creativity with lifestyle appeal.
A Fruity Twist on Afternoon Tea
Inspired by Hoegaarden’s Peach White Beer and Rosée White Beer, the afternoon tea menu captures the essence of a stroll through a summer orchard. Highlights include:
- Raspberry cream choux
- Peach and mango tartlet
- Hoegaarden white sorbet
The savoury selection features:
- Cajun grilled shrimp skewers with cilantro pesto
- Prosciutto and cantaloupe on water crackers
- Cucumber and sun-dried tomato sandwich sushi rolls
Guests can pair their meal with coffee, tea, or a chilled Hoegaarden beer. Each diner will also receive a complimentary Hoegaarden beer set, available while supplies last, adding a take-home touch to the experience.
Targeting the Experience-Seeking Millennial
The campaign is designed to appeal to young professionals, beer enthusiasts, tourists, and locals seeking upscale leisure. According to a hotel spokesperson, Hoegaarden was selected for its premium quality and light, fruity profile, which complements the afternoon tea concept and aligns with the hotel’s brand image.
Multi-Channel Promotion Strategy
To maximise reach, The Park Lane Hong Kong is rolling out a robust marketing campaign, including:
- Social media ads and influencer tastings
- Email and website promotions
- Digital posters throughout the hotel
- Search engine and retargeting ads
- Partnerships with third-party dining platforms
A Broader Strategy of Culinary Collaboration
This latest initiative follows the hotel’s March partnership with Ser Wong Fun, a heritage restaurant known for traditional snake dishes. That collaboration reimagined classic Hong Kong cuisine for a modern audience, reinforcing the hotel’s commitment to cultural storytelling through food.
“Brand collaboration allows the hotel to diversify its offerings, attract new audiences, and enhance its reputation through association with well-known partners,” said a spokesperson.
The Park Lane Hong Kong continues to position itself at the intersection of luxury hospitality and experiential dining, using strategic partnerships to create memorable moments for guests and valuable insights for hoteliers.
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