voco Hotels Launches Birdie Bean, a New Coffee Brand for Travellers

voco Hotels 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.

Statements

Rita Jiang, chief commercial & marketing officer of IHG Greater China, said: “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.”

Jerome Qiu, chief operating officer of IHG Greater China, said: “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.”

As a new coffee brand inspired by the coffee legend “Sheikh Omar”, Birdie Bean’s brand is designed to combine the elements of the voco Hotels mascots – the finches, owl and flamingoes. Birdie Bean coffee brand selects coffee beans from farms in Pu’er, Yunnan. Local planting methods are eco-friendly and demonstrate the Yunnan coffee industry’s 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 craft coffee drinks.

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. Specially crafted Birdie Bean coffee drinks will accompany stays at the hotel, putting quality and attention to detail first to build an atmosphere for guests to get fully immersed in.

The Birdie Bean coffee shop has become a spot for guests to enjoy coffee in the hotel lobby. Through the Birdie Bean drip coffee product, voco Hotels extends this coffee experience to guest rooms. In addition, the voco Hotels brand offers other 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.

As of the September 30, 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 move by the brand. A second Birdie Bean coffee shop will be opened at voco Guangzhou Shifu by the end of the year.