Maxim’s Group has teamed up with 7-Eleven to unveil “Coffee BOB,” an innovative craft beer brewed from upcycled coffee grounds sourced from 7CAFÉ’s daily operations. This collaboration aims to promote sustainable practices, such as waste reduction and upcycling, by leveraging 7-Eleven’s extensive retail network.
The name “BOB,” which stands for “Bottle of Bread,” signifies a major step in Maxim’s commitment to a circular economy. The craft beer series replaces traditional barley with surplus bread and crusts from Maxim’s facilities. So far, this initiative has successfully upcycled 3.5 tons of surplus bread and 300 kg of coffee grounds, resulting in variants like the pale ale “Original BOB” and the new coffee-infused stout, “Coffee BOB.”
This new canned beverage will initially be available at 70 selected 7-Eleven locations, with plans to expand distribution to nearly 800 stores across Hong Kong and Macau. Malaysian actress Lin Min-chen returns as the spokesperson for BOB, and yuu members can redeem a can of Coffee BOB for just 2,200 points plus HK$5, a 66% discount, limited to 10,000 redemptions.
To increase awareness and appreciation for BOB, both companies will implement integrated online and offline marketing strategies alongside shopping incentives. Keith Siu, Chief Operating Officer for Hong Kong and Macau at Maxim’s Group, highlighted the partnership as a testament to their shared commitment to circular economy principles. “This partnership sets a precedent for cross-sector collaboration and paves the way for more sustainable initiatives in the industry,” he stated.
Alex Liu, Managing Director of 7-Eleven HK & Macau, praised the collaboration for its contribution to environmental sustainability. “Our shared vision for sustainable development brought us together for this initiative, expanding our ‘Grounds to Green’ project with the introduction of Coffee BOB,” he remarked.
Maxim’s Group continues to champion sustainable practices through various initiatives, including its WeGen regenerative agriculture project and efforts to convert pre-consumer food waste into premium products. Similarly, 7-Eleven’s “Grounds to Green” program has been converting coffee grounds from 7CAFÉ into fertilizers for local organic farms, helping cultivate fresh vegetables for community meals benefiting ten local charities.
The next phase of this project, the launch of BOB canned coffee craft beer, reinforces efforts to recycle food waste and raise environmental awareness, emphasizing collaborative initiatives that promote the “food wise” message.
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