Hong Kong – Maxim’s Group has announced a groundbreaking collaboration with 7-Eleven to launch ‘Coffee BOB,’ an innovative craft beer created from upcycled coffee grounds sourced from the popular 7CAFÉ.
This partnership represents a significant step towards sustainability, with Maxim’s repurposing surplus bread from its own facilities alongside the coffee grounds. By employing its award-winning brewing techniques, the new canned ‘Coffee BOB’ promises a unique flavor profile that reflects the essence of 7CAFÉ while maintaining high quality and design standards.
The name ‘BOB’ stands for ‘Bottle of Bread,’ highlighting Maxim’s commitment to a circular economy. This craft beer series substitutes traditional barley with surplus bread and crusts, resulting in an impressive total of 3.5 tonnes of bread and 300 kilograms of coffee grounds being upcycled. Current offerings include the pale ale ‘Original BOB’ and the coffee-infused stout ‘Coffee BOB.’
Leveraging 7-Eleven’s extensive retail network, this collaboration aims to promote sustainable practices, including waste reduction and upcycling initiatives. Both companies are committed to engaging consumers through comprehensive online and offline marketing strategies.
The initial launch of Coffee BOB will take place at 70 selected 7-Eleven stores, with plans to expand distribution to nearly 800 locations across Hong Kong and Macau. As part of a special promotion, yuu members can redeem a can for just 2,200 points plus HK$5, representing a 66% discount, available to the first 10,000 redemptions.
Keith Siu, Chief Operating Officer of Maxim’s Group in Hong Kong and Macau, stated, “This partnership sets a precedent for cross-sector collaboration and paves the way for more sustainable initiatives in the industry.”
Alex Liu, Managing Director of 7-Eleven HK & Macau at DFI Retail Group, emphasized the shared commitment to sustainability, noting, “Our collaboration expands our ‘Grounds to Green’ project with the introduction of the new canned Coffee BOB, further promoting environmental protection and a sustainable lifestyle.”
Maxim’s Group continues its focus on sustainability through various initiatives, including the WeGen farming project aimed at regenerative agriculture and efforts to transform pre-consumer food waste into premium products.
In parallel, 7-Eleven’s “Grounds to Green Coffee Grounds Upcycling Program” has been actively repurposing coffee grounds from 7CAFÉ into fertilizers for local charity farms since July, supporting vegetable cultivation for 10 charities. The introduction of BOB canned coffee craft beer marks the next phase in this initiative, further promoting food waste recycling and raising environmental awareness in line with the “food wise” message.
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