Maxim’s Group has unveiled its collaboration with 7-Eleven to create the innovative canned ‘Coffee BOB’ , a craft beer brewed from recycled coffee grounds obtained from 7CAFÉ’s daily operations.
In this collaboration, Maxim’s reuses surplus bread from its facilities and coffee grounds from 7CAFÉ’s daily operations to produce the new canned ‘Coffee BOB’. By utilizing their award-winning recipe, this initiative ensures exceptional quality and design while infusing the beer with a unique flavor profile.
BOB, which stands for ‘Bottle of Bread,’ is a key step in Maxim’s commitment to the circular economy. This series of craft beers replaces traditional barley with surplus bread and crusts from Maxim’s facilities. So far, BOB has recycled 3.5 tons of bread and 300 kg of coffee grounds, producing variants such as the pale ale ‘Original BOB’ and the coffee-infused stout ‘Coffee BOB.’
This partnership utilizes 7-Eleven’s extensive retail network to promote sustainable practices such as waste reduction and recycling. Maxim’s and 7-Eleven seek to enhance public engagement with BOB through integrated online and offline marketing strategies.
‘Coffee BOB’ will initially launch in 70 selected 7-Eleven stores, with plans to expand to nearly 800 in Hong Kong and Macau. Lin Min-chen will continue as spokesperson for BOB, and yuu members will be able to 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, general manager of 7-Eleven HK & Macau in DFI Retail Group, also commented that.“our shared vision for sustainable development brought us together for this collaboration, expanding our ‘Grounds to Green’ project with the introduction of the new BOB canned craft beer, further promoting environmental protection and a sustainable lifestyle.”
The 7-Eleven’s “Grounds to Green Coffee Grounds Recycling Program” has been repurposing 7CAFÉ coffee grounds into fertilizer for local charitable farms since July, supporting vegetable farming for 10 charities. The next phase introduces BOB canned craft beer, further transforming used coffee grounds. This initiative promotes food waste recycling and raises environmental awareness, reinforcing the message of “conscious eating.”
