Partners with 12 of Bangkok’s Top Bars to Bring Dirty Coffee into the Nightlife Scene, Aiming to Make “Dirty Coffee = BEANS”
BEANS Coffee Roaster is set to redefine the Specialty Coffee landscape with the launch of its “Make it Dirty” campaign, elevating Dirty Coffee from a popular menu item to a signature experience that celebrates craftsmanship and meticulous coffee-making. Throughout June 2026, BEANS is partnering with 12 renowned bars and social spaces across Bangkok to create innovative Dirty-inspired experiences for customers.
According to Fan Akkarin Sivapornpitak, Co-founder and Owner of BEANS Coffee Roaster: “This year, our marketing strategy is centered on delivering customer-centric experiences. By listening closely to customer feedback from social media and in-store interactions, we discovered that Dirty Coffee is the beverage most strongly associated with the BEANS brand. We saw this not only as a popular product but also as an opportunity to establish category ownership for BEANS.”
“The ‘Make it Dirty’ campaign was designed to position BEANS as the top-of-mind brand for Dirty Coffee within the Specialty Coffee market. The campaign is built around three key pillars: Product Excellence, Storytelling, and Cultural Experience. Rather than competing on price, we compete through quality, experience, and attention to detail.”
The campaign highlights BEANS’ signature Dirty Coffee recipe, developed through extensive research and refinement. It combines the brand’s specially formulated ice-cold milk with a bold espresso made from its exclusive Single Origin C-5 coffee beans, carefully crafted to maximize aroma, body, and coffee oils. The result is a smooth, layered, and well-balanced flavor profile in every cup.
Bringing Coffee into Lifestyle and Nightlife Culture
BEANS is also extending the conversation around coffee into the lifestyle and nightlife culture of a new generation through collaborations with 12 leading bars and venues across Bangkok from 1–30 June 2026. Each participating venue has created a unique Dirty Coffee-inspired cocktail that reflects its own identity and creativity.
Featured Participating Venues and Signature Drinks
TICHUCA (46th Floor, T-One Building, Thonglor) presents DIRTY ROASTED, an Espresso Martini infused with jasmine flowers and jasmine rice, inspired by tropical flavors.
PAPER PLANE PROJECT (40th Floor, T-One Building, Thonglor) introduces DIRTY REMY’S COFFEE, combining specialty coffee with a vibrant nightlife experience.
TAHONA (33rd Floor, InterContinental Bangkok Sukhumvit) serves TROPICAL DIRTY MARTINI, featuring notes of banana, champaca flowers, and coffee.
SANCTUARY BAR (34th Floor, InterContinental Bangkok Sukhumvit) showcases DIRTY PEATY, a spirit-forward interpretation of coffee flavors.
GIR (40th Floor, T-One Building, Thonglor) offers RAINFOREST BREW, a sparkling cocktail crafted with cold-extracted coffee, wild fruits, and sherry.
NOT FROM SAN SEBASTIAN (Thonglor) presents CAFÉ DEL MANGO, a refreshing coffee tonic twist infused with mango and floral aromas.
BLACK CABIN (Rama IV Road) introduces three special creations: BOW AND ARROW, MUTED BUZZ, and LAST POUR, each exploring contemporary expressions of coffee.
SUNDRY (4-Floor Social Club) reimagines Dirty Coffee through Thai dessert inspiration with Dirty Morkhaeng.
OFTR (ONE FOR THE ROAD) (Sukhumvit Soi 31) presents DIRTY MIDNIGHT and SWEET RUMOR, highlighting the richness of decaffeinated espresso.
008 BAR (11th Floor, Eight Thonglor) offers a speakeasy-inspired Dirty Coffee experience with DIRTY BREW MISSION and DIRTY SPIRIT.
JERRY (24 Boulevard) adds a playful twist with colorful creations such as DIRTY CRIMSON CLOUD.
XIN XE GOI (Nana–Yaowarat) presents DIRTY MIND and PB&J TOAST, blending coffee aromas with contemporary dessert-inspired flavors.
Building Long-Term Dirty Coffee Culture
Fan added that BEANS’ goal for 2026 is to strengthen its brand equity and establish the association that “Dirty Coffee = BEANS.” The company aims to achieve this through increased in-store trials, growth of its member community, and organic social media engagement generated by real customers.
“We believe that creating memorable brand experiences that people want to revisit and share is the key to sustainable growth today. ‘Make it Dirty’ is not just a seasonal campaign—it is the beginning of a long-term effort to build a thriving Dirty Coffee culture through content, experiences, and new forms of collaboration that will continue to grow the Dirty Coffee community in the years ahead.”
Exclusive Campaign Promotion
Customers who purchase beverages at BEANS Coffee Roaster can receive a coupon redeemable for a complimentary Dirty Cocktail at participating partner bars. Likewise, customers visiting partner bars can use their bar-issued coupons to redeem a free Dirty Coffee at BEANS locations.
Complimentary drinks are available in limited quantities each day. For more information, please visit BEANS’ official LINE Account or Facebook page.
