Hong Kong – Maxim’s Group (Maxim’s) has unveiled its collaboration with 7-Eleven to create the innovative canned ‘Coffee BOB,’ a craft beer crafted from upcycled coffee grounds sourced from daily operations at 7CAFÉ.
In this collaboration, Maxim’s repurposes surplus bread from its facilities and coffee grounds from 7CAFÉ’s daily operations to produce the new canned ‘Coffee BOB.’ By utilising its award-winning recipe, this initiative guarantees exceptional quality and design while infusing the beer with the unique flavour profile of 7CAFÉ.
BOB, short for ‘Bottle of Bread,’ is a key step in Maxim’s commitment to a circular economy. This craft beer series replaces traditional barley with surplus bread and crusts from Maxim’s facilities. So far, BOB has upcycled 3.5 tonnes of bread and 300 kg of coffee grounds, producing variants like the pale ale ‘Original BOB’ and the coffee-infused stout ‘Coffee BOB.’
This partnership utilises 7-Eleven’s extensive retail network to promote sustainable practices like waste reduction and upcycling. Maxim’s and 7-Eleven aim to enhance audience engagement with BOB through integrated online and offline marketing strategies.
Coffee BOB will initially launch at 70 selected 7-Eleven stores, with plans to expand to nearly 800 in Hong Kong and Macau. Lin Min-chen will continue as the spokesperson for BOB, and yuu members can redeem a can for just 2,200 points plus HK$5—a 66% discount, limited to 10,000 redemptions.
Keith Siu, chief operating officer (Hong Kong and Macau) of Maxim’s Group, said, “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, also commented, “Our shared vision for sustainable development brought us together for this collaboration, expanding 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 remains committed to sustainability through initiatives such as the WeGen farming regenerative agriculture project and its efforts to transform pre-consumer food waste into premium products.
Meanwhile, 7-Eleven’s “Grounds to Green Coffee Grounds Upcycling Program” has been repurposing coffee grounds from 7CAFÉ into fertilisers for local charity farms since July, supporting vegetable cultivation for 10 charities. The next phase introduces BOB canned coffee craft beer, further transforming used coffee grounds. This initiative promotes food waste recycling and raises environmental awareness, reinforcing the “food wise” message.
