Hotels happily jump into the wine business

(USAToday) - Hotels have long been willing to hawk pillows, linens and bathrobes. Now, they're peddling fine wines.

A number of major hotel chains are getting into the wine business, teaming up with wineries to start wine clubs, create their own private labels or hold special wine events.

• JW Marriott Hotels and Resorts has just introduced the JWM Wine Club in partnership with Treasury Wine Estates in Napa Valley. Members can choose two of four wines each quarter to be shipped to them. The shipments come with tasting notes from a JW Marriott wine ambassador and complementary recipes from a hotel executive chef. Each shipment costs $150.

• Sheraton Hotels and Resorts has started a wine club in partnership with Chateau Ste. Michelle. Starwood Preferred Guests can redeem points for membership in the club. For instance, 12,000 Starpoints will score them a six-month membership and two quarterly shipments of two bottles. On July 24, Sheraton will also kick off five wine-tasting events across the country with Chateau Ste. Michelle and Wine Spectator, starting in Chicago.

• Sofitel is rolling out a three-part wine program this year showcasing French wines. Wine experts will design customized wine lists at 23 participating hotels. A series of a dozen wine-pairing dinners will take place at select properties. All 120 Sofitels around the world will celebrate French Wine Week Sept. 23-30.