Shanghai, China - voco Hotels, a premium hotel brand under IHG Hotels & Resorts (IHG), has launched a new coffee brand called Birdie Bean. Using organic coffee beans sourced from Pu’er, Yunnan, the brand combines local specialty ingredients to uphold its commitment to environmental sustainability and provide guests with diverse experiences. The first Birdie Bean coffee shop was opened at voco Suites Shanghai Hongqiao CBD and was unveiled at the 9th Shanghai Lujiazui Coffee Festival from October 23 – 27. voco Hotels aims to innovate on its offerings for its customers, strengthening the brand’s commitment to a sustainable lifestyle and giving coffee lovers a new space to enjoy their travels.

Source: IHGSource: IHG
Source: IHG
The rising popularity of coffee culture is driving the integration of ‘coffee+’ as a trend for leisure and socializing. voco Hotels launched the Birdie Bean coffee brand to create a unique space for guests. Here, coffee is not only a drink that awakens the senses, but also a way for people to connect. We hope to attract young travelers by offering a variety of Birdie Bean coffee options, and and inviting them to explore the enchanting fusion of travel and coffee culture. Ms. Rita Jiang, Chief Commercial & Marketing Officer of IHG Greater China
Birdie Bean coffee beans and environment friendly retail products — Photo by IHGBirdie Bean coffee beans and environment friendly retail products — Photo by IHG
Birdie Bean coffee beans and environment friendly retail products — Photo by IHG

A new proprietary coffee brand that offers more fun in life

As a new coffee brand inspired by the coffee legend “Sheikh Omar”, Birdie Bean’s brand is cleverly designed to combine the dynamic elements of the voco Hotels mascots – the finches, owl and flamingoes – symbolizing the endless vitality of nature.

Birdie Bean coffee brand carefully selects high-quality coffee beans from organic farms in Pu’er, Yunnan. Local planting methods are eco-friendly and demonstrate the Yunnan coffee industry’s unwavering commitment to environmental protection. By strictly adhering to organic planting standards and reducing the use of chemical fertilizers and pesticides, damage to the natural environment is minimized and local biodiversity is preserved. The brand has also incorporated Yunnan specialty ingredients such as Pu’er tea and tamarind to meticulously craft coffee drinks that are unique and representative of authentic local flavors as tribute to the province’s culture and a reflection of voco Hotels’ focus on sustainability.

In today’s fast-paced world, coffee mirrors the youth’s attitude towards life. Its first aroma kickstarts the day and brings a source of inspiration during work breaks, making it an indispensable companion on business trips and leisure travel. The newly launched Birdie Bean coffee brand addresses the needs of young travelers, while offering a new, upgraded take on coffee products for their journeys. The voco Hotels brand is driven by youth, vitality and freedom. Specially crafted Birdie Bean coffee drinks will accompany relaxing and comfortable stays at the hotel, putting quality and attention to detail first to build an exquisite atmosphere for guests to get fully immersed in.

Birdie Bean coffee booth at the 9 — Photo by IHGBirdie Bean coffee booth at the 9 — Photo by IHG
Birdie Bean coffee booth at the 9 — Photo by IHG

A coffee experience for every scene, guided by sustainability principles

The voco Hotels brand’s three hallmarks – Come on in, Me Time, and voco® life – are woven into each guest experience. From the moment they enter, Come on in makes guests feel at home with a warm welcome and enthusiastic service; Me Time is found as they enter a quiet and provide space of their own; and voco® life personifies the brand’s thoughtfully diversified dining experiences. With fun and delectable surprises at every turn, these hallmarks embody a memorable stay with each visit.

The Birdie Bean coffee shop has become an ideal spot for guests to enjoy a leisurely coffee in the hotel lobby. Through the Birdie Bean drip coffee product, voco Hotels extends this exquisite coffee experience to guest rooms for an extra dimension of quality.

In addition, the voco Hotels brand offers other creative, environment friendly retail products such as flamingo pillows and owl mugs to add more fun to guests’ journeys while advocating a sustainable lifestyle. At the coffee festival, the Birdie Bean coffee brand presented Yunnan specialty coffees such as Pu’er latte, Yunan Sour and tamarinds soda. Proceeds from the event will be donated in full to the Jiangchun Green Light-Year Environmental Service Center in Minhang District, Shanghai as part of the brand’s social responsibilities and environmentalism efforts.

IHG’s brand DNA is built on meeting the needs of consumers to craft unique experiences for guests. The birth of the Birdie Bean coffee brand is the result of close collaboration and ingenuity between the F&B department and the brand team. It perfectly integrates coffee culture, fine dining and brand excellence, while enriching the exclusive experience of the voco Hotels. By leading with sustainability and creating diversified coffee offerings, Birdie Bean coffee brand satisfies both soul and taste. Jerome Qiu, Chief Operating Officer of IHG Greater China

As of the 30 September 2024, the voco Hotels brand has opened 17 hotels in Greater China. On September 30, the first Birdie Bean coffee shop was opened at voco Suites Shanghai Hongqiao CBD, presenting another innovative move by the brand. A second Birdie Bean coffee shop will be opened at voco Guangzhou Shifu by the end of the year, masterfully pairing one-of-a-kind charm with local culture for its guests.

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Dora Zhang
IHG