Maxim’s Group has partnered with the food upcycling startup, Breer, to launch an innovative initiative aimed at reducing food waste. This collaboration has led to the creation of BOB, short for “Bottle of Bread”, a craft beer brewed entirely from surplus bread and crusts from Maxim’s facilities, furthering sustainability in their operations and promoting a circular economy.

Original BOB, a citrusy Pale Ale which incorporates 25g of surplus bread per bottle, launched in 2022. In 2023, the partnership expanded its product line Coffee BOB, a stout beer with a rich palate, crafted with a blend of 4g of coffee grounds and 15g of surplus bread and crusts per bottle. BOB has also given an innovative twist by transforming Coffee BOB into a delectable limited-time BOB cake, showcasing the vast potential of sustainable practices with flair and creativity.

BOB not only exemplifies Maxim’s Group's commitment to sustainability but also showcases the high standards of "Made in Hong Kong" craft beer. Both the Original and Coffee BOB have received accolades, securing the Gold Medal at the Asia Beer Challenge 2023, and a Bronze Award at the World Beer Awards.  Notably, Original BOB also received a Certificate of Bronze (Pale Ale) at the Hong Kong International Beer Awards.

The innovative and excellent brand design of BOB has garnered significant recognition. It was honored with the prestigious iF DESIGN AWARD 2024 in Germany, in the “Communication / Promotion / Advertising” category, and received the highest accolade of “Best of the Best” at the Hong Kong "HKDA Brand Design Awards 2024".

Available in over 100 Maxim’s Group restaurants and outlets throughout Hong Kong, BOB has not only achieved commercial success but has also continue to inspire sustaining discussions and actions among staff, academics, and industry partners, setting a precedent for future initiatives.