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Maxim’s Group brand ambassador Lin Min-Chen promoting Coffee BOB | Photo credit: Maxim’s Group
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7-Eleven and Maxim’s Group launch craft beer made from upcycled coffee grounds
Convenience store giant 7-Eleven is collaborating with Hong Kong’s Maxim’s Group on a new craft beer made from upcycled coffee grounds and surplus bread. To-date, brewing the ‘Coffee BOB’ craft beer has repurposed 300kg of coffee grounds from 7-Eleven’s 7CAFÉ stores and 3.5 tons of surplus bread from Maxim’s catering facilities. The new canned beverage will initially be available at 70 7-Eleven stores in Hong Kong, with plans to expand distribution to nearly 800 sites across the city-state and Macau. 7-Eleven’s Grounds to Green Coffee Grounds Upcycling Program has also been repurposing coffee grounds from 7CAFÉ sites into fertilisers for local farms since July 2024.
Reviva Coffee to fuel Williams Racing as Official Coffee Partner
Formula One team Williams Racing has announced an ‘exciting new era’ for its partnership with Gulf Oil International Ltd after signing the petrol giant’s coffee brand Reviva Coffee as its Official Coffee Partner. From 2025, the deal will see Reviva Coffee served at all races on the Formula 1 calendar and at Williams Racing’s headquarters in Oxfordshire, UK. Reviva Coffee’s logo will also be displayed on the FW47 car to be driven by Williams Racing drivers Alex Albon and Carlos Sainz next year. Williams Racing and Gulf Oil first partnered in February 2023, with the petrol business’ branding displayed on the Formula One team’s car, racing suits, pitstop gantry and key pitstop personnel.
Singapore’s Huggs Coffee announces partnership with low-cost airline Scoot
Huggs Coffee has unveiled a new partnership with Scoot, the low-cost subsidiary of Singapore Airlines, which will see its exclusive in-flight WanderBrew blend served onboard all flights. Huggs Coffee said the partnership is part of a wider strategy to diversify sales beyond its 20 cafés. This year, Huggs has also launched a pop-up coffee cart with Singaporean rehabilitation charity Yellow Ribbon Singapore, unveiled its corporate coffee solution, Huggs Professionalé, and partnered with TEDxSingapore. Scoot currently flies to 17 countries across East Asia, Australasia, the Middle East and Europe.
Dunkin’ expands Homesick candle collaboration
Dunkin’ has expanded its collaboration with home fragrance brand Homesick to launch limited-edition Potion Macchiato and Pumpkin Spice Signature Latte candles. Based on two of the US coffee chain’s seasonal coffee beverages, the candles retail for $34.95 on the Homesick website. The two businesses first collaborated in 2019 on three Dunkin’-inspired candles and relaunched the Original Blend Candle in September 2024 to mark National Coffee Day.
New Zealand’s Coffee Supreme taps creative agency to boost Australia reach
Wellington-based coffee roaster Coffee Supreme has partnered with digital marketing agency Compass Studio to strengthen its brand recognition in neighbouring Australia. Sydney-based Compass Studio, which also works with Ben & Jerry’s, Tony’s Chocolonely and KeepCup, will create ‘strategic communications initiatives’ for Coffee Supreme to highlight its direct trade relationships and sustainable farming programmes. Coffee Supreme has traded in Australia since 2001 and currently operates roasteries in Melbourne and Brisbane. In addition to a roastery, wholesale depot and three coffee shops in its home market, Coffee Supreme also operates a roastery and two cafés in Japan.
