voco Hotels, part of IHG Hotels & Resorts, has introduced Birdie Bean, a new coffee brand aimed at enhancing guest experiences with locally sourced, sustainably produced coffee.
Launching its first Birdie Bean coffee shop at voco Suites Shanghai Hongqiao CBD, voco Hotels presented the brand at the 9th Shanghai Lujiazui Coffee Festival, held from October 23 to 27.
Birdie Bean offers guests coffee crafted from organic beans sourced in Pu’er, Yunnan, and features local flavors like Pu’er tea and tamarind, emphasizing voco Hotels’ commitment to environmental sustainability and innovative travel experiences.
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Rita Jiang, IHG’s Chief Commercial & Marketing Officer for Greater China, emphasized that Birdie Bean is designed to align with the emerging “coffee+” trend for social and leisure settings, stating, “We hope to attract young travelers by offering a variety of Birdie Bean coffee options, inviting them to explore the enchanting fusion of travel and coffee culture.”
Inspired by the legend of “Sheikh Omar” and symbolizing vitality with mascots like finches and flamingos, Birdie Bean aims to appeal to youthful travelers and urban coffee lovers alike.
Birdie Bean coffee adheres to organic growing practices that protect biodiversity in Yunnan, reducing chemical fertilizers and promoting sustainable agriculture. A range of offerings, from Pu’er lattes to Yunnan Sour tamarind sodas, reflects the brand’s commitment to unique, regionally inspired flavors.
The voco Hotels brand, known for its warm welcomes and lively atmosphere, extends Birdie Bean’s coffee experience to in-room options and retail products such as owl mugs and flamingo pillows.
During the Shanghai festival, Birdie Bean donated proceeds to the Jiangchun Green Light-Year Environmental Service Center, further underlining its sustainability mission.
With a second Birdie Bean shop set to open at voco Guangzhou Shifu later this year, voco Hotels continues to integrate cultural experiences with eco-friendly hospitality across its 17 properties in Greater China. Jerome Qiu, IHG’s Chief Operating Officer in Greater China, noted that Birdie Bean reflects “close collaboration and ingenuity between the F&B department and the brand team,” providing a unique addition to voco’s guest offerings.
Source: voco Hotels Introduces Birdie Bean: A Playful New Coffee Brand for Travelers
