Spain 
Italy 
Greece 
Sogrape and The Independent Collective Open the First ‘Branded Hostel’
12 June 2018
The city of Vila Nova de Gaia is the home of the first ‘branded hostel’ in the country and even the world, in a partnership between Sogrape, which owns Sandeman, and The Independent Collective.
With an enviable location next to the Douro River and the D. Luís Bridge, with one of the best views of the iconic city of Porto, The House of Sandeman Hostel & Suites is the latest accommodation to open in the city of Vila Nova de Gaia.
Operating since May 4, the unit is managed by Bernardo d’Eça Leal, of The Independent Collective, who says that The House of Sandeman is aimed at “attracting a younger audience for Port wine.” The focus justifies both the partnership and the hostel’s decoration, which displays references to Port wine and the Sandeman brand throughout the property.
Installed in the same building as the Sandeman Cellars, the hostel & suites, which came about through a €1MM investment, has about 12 suites and 43 hostel beds in four dormitories, for a total capacity of 67 guests. The average prices, according to the manager, range from €25 for the dorms to €160 for the suites, both of which come with breakfast included. Mr d’Eça Leal explained that their concept for hostel & suites is ideal both for people travelling with groups of friends or with family, as they can share distinct environments that provide differing experiences. In its first month of operation, the director said that the hostel’s main issuing market had been North America. The company intends to focus on that market because they are “well-travelled and interested in knowing more about wine.” Other markets of interest for the hostel include France, Germany, and some of the Asian countries.
The House of Sandeman is another example of “rethinking and reinventing the traditional concepts of hospitality that involve the democratisation of their products and differentiating experiences.”
The group offers differentiating experiences such as, for example, wine and mixology workshops, in addition to details like a welcome drink for all guests on their day of arrival at 7:00 p.m., and free tea and cakes at 5 p.m.
The hostel has a structure similar to that of a hotel, with a manager that accompanies the first year of operations, an operating director, F&B Manager, front office manager, bar manager and restaurant manager, among other positions, giving it a total of 55 employees, most of whom – 37 people – have F&B functions, an important revenue stream for the unit.
The George Restaurant & Terrace
A bar, which is also the reception area, along with a kitchen and living space make up part of the hostel’s installations, along with The George Restaurant & Terrace. Inspired by the founder of Sandeman in 1790 – George Sandeman – the restaurant aims to attract guests and visitors to the recently renovated cellars. The restaurant’s décor is light, combining modern space with Sandeman’s wines. The restaurant’s menu “promises to be more democratic”, the director guaranteed, giving everyone the opportunity to try the creations suggested by Executive Chef Pedro Limão. “We want to have a more eclectic and young audience in the restaurant,” he says. The second floor of the restaurant features a room, with breath-taking views of the city of Porto, for events for up to 50 people.
In addition to the restaurant, there is a cafeteria that converts into a riverside bar with a menu of drinks and snacks, where the signature cocktails based on Port wine are major attractions.
Speaking of any possible new ventures for the two partners, Bernardo d’Eça Leal stated that they are interested in new opportunities, but that there is nothing concrete at the present moment.
Original Story: Publituris – Raquel Relvas Neto
Translation: Richard Turner