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Hilton Partners with Proof & Company to Cultivate Unforgettable Beverage Experience Across All Waldorf Astoria Peacock Alley Locations, Globally

Waldorf Astoria Bangkok - Peacock Alley Bar
Waldorf Astoria Bangkok

MCLEAN, Va. – With a focus on innovating and evolving for tomorrow’s traveler, Hilton, a global leader in hospitality, today announced a partnership with Proof & Company’s award-winning bar and beverage consultancy arm, Proof Creative, to reimagine the beverage experience across Waldorf Astoria Hotels & Resorts Peacock Alley locations around the world. Proof & Company, Asia Pacific’s Leading Independent Spirits Company, will work alongside Hilton’s Global Food & Beverage and Waldorf Astoria Brand teams to create a timeless and memorable beverage ritual and elevated bar concept that celebrates the iconic brand and its landmark hotels and resorts. This partnership also marks Proof & Company’s expansion into the U.S. market. 

“At Hilton, we are focused on elevating food and beverage experiences for guests and pride ourselves on identifying partners that are both cutting-edge and industry-leading to bring the most innovative ideas to our collection of iconic bars around the world,” said Adam Crocini, senior vice president and global head, food & beverage brands, Hilton. “We’re excited to match the creativity and esteem of Proof & Company with the precision and passion of our beverage experts to create a new ritual and revitalized bar concept that’s both memorable and distinctly Waldorf Astoria.” 

Jason Williams, creative director of Proof & Company said, “Proof Creative is passionate about being an influencer of the ‘Second Golden Age of Fine Drinking’ through its thoughtful bar consulting throughout Asia Pacific. We’ve collaborated on some remarkable bar projects, iconic hotels, and some of the world’s best bars, however few can compare to the opportunity to work on such a prestigious hotel re-opening such as Waldorf Astoria, in New York City. As enthusiastic students of cocktail history, we have long admired and studied The Old Waldorf Astoria Bar Book. We relish the opportunity to celebrate Waldorf tradition whilst evolving the brand’s experience with contemporary and engaging cocktail moments.”

This evolution of the brand experience, which is slated to be complete by early 2024, will reimagine the Peacock Alley guest experience and offerings, including: 

  • A new, branded beverage ritual that presents a theatrical moment-in-time where guests engage with Peacock Alley and its luxurious storied past
  • An elevated bar concept, inclusive of a review of Peacock Alley cocktail menus, glassware, ambiance and more.

“Innovation in food and beverage has been at the core of Waldorf Astoria since the very beginning. The brand has been credited with the creation of hallmark dishes and cocktails which have become standards in the industry,” said Dino Michael, senior vice president and global category head, luxury brands, Hilton. “This new partnership also further captures our forward vision to bring only the best-in-class with offerings that leave an indelible mark in the hearts and minds of our guests.”

The Waldorf Astoria brand began in New York City in 1893, redefining world-class hospitality excellence through the invention of 24-hour room service and daring culinary innovations of the times, including the Waldorf salad, Thousand Island dressing, red velvet cake, Robert “Bobby” Burns whiskey cocktail and the classic eggs Benedict. Today, the brand continues this tradition through distinctive dining experiences across the portfolio. From Waldorf Astoria Maldives Ithaafushi, which features 11 unique dining concepts, like Terra, where guests can dine among the treetops in one of seven bamboo nests, and The Rock, an intimate dining experience for 12 in a cave-like dining room built from Jordanian limestone to Waldorf Astoria Amsterdam, which offers innovative dishes combined with proud Dutch heritage. In addition, the brand plays host to several Michelin-starred restaurants and James Beard Award-winning chefs, working with the biggest culinary stars in the industry.

Waldorf Astoria Amsterdam - Peacock Alley Dining
Waldorf Astoria Amsterdam - Peacock Alley Dining

At the heart of every Waldorf Astoria is a tribute to the original and iconic Peacock Alley — the grand corridor connecting the original New York Waldorf Hotel to its sister, The Astoria — where the glamorous gathered to see and be seen and where dreamers gathered for inspiration. Today, each distinctive Waldorf Astoria Hotel & Resort offers a sophisticated modern reflection of that first 300-foot marble Peacock Alley. Whether serving as a bar, lounge, café, terrace, or some creative combination of spaces, Peacock Alley brings people together, creating a connection to its grand heritage and luxurious storied past. Serving as a testament is The Waldorf Astoria Bar Book, published in 2016 by former bar manager Frank Caiafa from the Waldorf Astoria New York. The essential guide offers a read on the history, recipes, and how-to creations of the world’s greatest cocktails from the legendary Peacock Alley and the author’s own awarding-winning creations like the Cole Porter, an enhanced whiskey sour rendition named for the famous Waldorf Astoria resident himself.

Waldorf Astoria Dubai Palm - Peacock Alley Happy Hour
Waldorf Astoria Dubai Palm Jumeirah - Peacock Alley Happy Hour

To learn more, visit Stories.Hilton.com/WaldorfAstoria or Proof & Company. To start planning 2023 travel, visit Hilton.com.

Media Contact

Colleen HartDirector, Global Corporate CommunicationsColleen.Hart@hilton.com

About Hilton

Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 18 world-class brands comprising more than 7,000 properties and more than 1.1 million rooms, in 123 countries and territories. Dedicated to fulfilling its founding vision to fill the earth with the light and warmth of hospitality, Hilton has welcomed more than 3 billion guests in its more than 100-year history, earned a top spot on Fortune's 100 Best Companies to Work For list and been recognized as a global leader on the Dow Jones Sustainability Indices for five consecutive years. Hilton has introduced several industry-leading technology enhancements to improve the guest experience, including Digital Key Share, automated complimentary room upgrades and the ability to book confirmed connecting rooms. Through the award-winning guest loyalty program Hilton Honors, the nearly 146 million members who book directly with Hilton can earn Points for hotel stays and experiences money can't buy. With the free Hilton Honors app, guests can book their stay, select their room, check in, unlock their door with a Digital Key and check out, all from their smartphone. Visit stories.hilton.com for more information, and connect with Hilton on  Facebook, Twitter, LinkedIn, Instagram and YouTube.


About Waldorf Astoria Hotels & Resorts

Waldorf Astoria Hotels & Resorts is a portfolio of more than 30 iconic properties that creates a unique sense of place with a relentless commitment to elegant service, one-of-a-kind experiences and culinary expertise in landmark destinations around the world. Inspired by their timeless environments and sincerely elegant service, Waldorf Astoria hotels deliver an effortless experience seamlessly, creating a true sense of place for guests through stunning architectural features, brand rituals, the famous Peacock Alley, refined art collections and elevated in-room amenities. In addition to the brand’s world-class hotel offerings, Waldorf Astoria boasts a global residential portfolio that provides the comfort of a private home combined with unsurpassed amenities and high-touch service. Waldorf Astoria is part of Hilton, a leading global hospitality company. Experience an unforgettable stay at Waldorf Astoria Hotels & Resorts by booking at waldorfastoria.com or through the industry-leading Hilton Honors appHilton Honors members who book directly through preferred Hilton channels have access to instant benefits. Learn more about Waldorf Astoria Hotels & Resorts at stories.hilton.com/waldorfastoria, and follow the brand on TwitterInstagram and Facebook


About Proof & Company 

Proof & Company is one of Asia Pacific’s leading independent spirits companies, merging a disruptive approach to independent spirits distribution with a team of highly regarded bartenders and educators, a customer-focused mindset, and the region’s leading hospitality clients. From offices in Singapore, Hong Kong, Shanghai, Beijing, Melbourne, Sydney, Adelaide, Auckland and Christchurch, Proof & Company manages the exclusive distribution of a portfolio of independent spirits, craft cocktails ingredients, and premium bar tools and glassware. For more information, please visit www.proofandcompany.com or follow @proofandcompany on Instagram.


Proof Creative

Proof Creative are ambassadors for the Second Golden Age of Fine Drinking. An award-winning team of Senior Bar Consultants who create and define enduring bar concepts, memorable drinks and extraordinary experiences using a proprietary 20 Pillar framework. Providing expertise, education, community building and storytelling within the cocktail and spirits community globally. Together they guide the development of bars for clients; projects which have been ranked in the World’s 50 Best Bars list, including Proof & Company’s own cocktail bar, 28 HongKong Street in Singapore. Proof Creative is the consultancy vertical of Proof & Company.