voco Hotels, a premium brand within IHG Hotels & Resorts, has introduced Birdie Bean, a new coffee brand crafted to enhance the travel experience through quality, sustainability, and unique local flavors. Officially unveiled at the voco Suites Shanghai Hongqiao CBD during the Shanghai Lujiazui Coffee Festival from October 23–27, Birdie Bean aims to offer a memorable coffee experience to guests, with organic beans sourced from Pu’er in Yunnan and distinctive blends inspired by the rich flavors of the region.

Birdie Bean emphasizes eco-friendly practices by partnering with local farms that prioritize organic cultivation and avoid chemical fertilizers to support environmental preservation and biodiversity. Each cup offers a taste of Yunnan’s unique ingredients, including Pu’er tea and tamarind, which bring a local twist to traditional coffee offerings.

Rita Jiang, Chief Commercial & Marketing Officer for IHG Greater China, remarked, “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.”

The Birdie Bean brand draws on a legend in coffee lore—the tale of Sheikh Omar—to inspire an inviting and vibrant atmosphere. Incorporating the mascots of voco Hotels (finches, owls, and flamingos) as part of its brand identity, Birdie Bean celebrates a lively energy that resonates with the spirit of travel and exploration.

In addition to its unique coffee offerings, Birdie Bean reflects voco Hotels’ three signature tenets: Come on in, Me Time, and voco® life, which embody the welcoming and memorable experience voco Hotels provides. From a warm arrival experience to personalized spaces for relaxation and diverse dining options, voco Hotels creates an immersive stay for each guest.

IHG’s Chief Operating Officer for Greater China, Jerome Qiu, emphasized the team effort behind the Birdie Bean brand, stating, “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.”

The Birdie Bean shop, a cozy spot in the voco Suites Shanghai Hongqiao CBD lobby, offers guests a relaxed space to enjoy coffee. voco Hotels also extends this experience to guest rooms with Birdie Bean drip coffee, allowing travelers to enjoy their favorite brew in the comfort of their rooms. Additionally, eco-friendly merchandise like flamingo pillows and owl mugs add a fun, sustainable touch to guests’ journeys.

Future plans include expanding Birdie Bean to voco Guangzhou Shifu, bringing the brand’s unique blend of regional culture and sustainability to new locations. Proceeds from Birdie Bean sales at the coffee festival were donated to Shanghai’s Jiangchun Green Light-Year Environmental Service Center, underscoring voco Hotels’ commitment to environmental stewardship.

As of September 2024, voco Hotels has 17 properties in Greater China, with Birdie Bean marking an innovative step in delivering a unique coffee culture experience to travelers while promoting sustainable practices.