More Coffee Business News… October 26 – November 1, 2024

7-Eleven turns coffee into craft beer, Reviva Coffee takes pole position with F1 sponsorship deal, Hugs Coffee gets off to a flying start with airline partnership, Dunkin’ rekindles its festive candle collection, and New Zealand coffee Supreme aims for further growth

Maxim’s Group brand ambassador Lin Mingchen promotes Coffee BOB | Photo courtesy of 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 to develop a new craft beer made from upcycled coffee grounds and leftover bread. To date, 300 kg of coffee grounds from 7-Eleven’s 7 CAFÉ stores and 3.5 tons of surplus bread from Maxim’s catering facilities have been reused to brew Coffee BOB craft beer. The new canned drinks will initially be sold at 70 7-Eleven stores in Hong Kong, with plans to expand distribution to around 800 stores in Hong Kong and Macau. Starting in July 2024, 7-Eleven’s coffee grounds to green coffee grounds upcycling program will reuse coffee grounds from 7CAFÉ’s premises as fertilizer for local farms.

Reviva Coffee supports Williams Racing as official coffee partner

F1 team Williams Racing has announced an “exciting new era” in its partnership with Gulf Oil International Limited, after signing a deal with the oil giant’s coffee brand Reviva Coffee as official coffee partner. The deal will see Reviva Coffee available at all races on the F1 calendar and at Williams Racing’s headquarters in Oxfordshire, England, from 2025. The Reviva Coffee logo will also appear on the FW47 cars 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 appearing on F1 team cars, racing suits, pit stop gantries and key pit stop personnel.

Singapore’s Hugs Coffee announces partnership with low-cost airline Scoot

Hugs Coffee has announced a new partnership with Singapore Airlines’ low-cost subsidiary Scoot, which will see its exclusive Wonder Brew Blend available on board on all flights. Hugs Coffee said the partnership is part of a broader strategy to diversify distribution beyond its 20 cafes. This year, Hugs launched a pop-up coffee cart in collaboration with Singaporean rehabilitation charity Yellow Ribbon Singapore, launched its corporate coffee solution ‘Hugs Professional’ and partnered with TEDxSingapore. Scoot currently flies to 17 countries in East Asia, Australia, the Middle East and Europe.

Dunkin expands Homesick Candle collaboration

Dunkin’ has expanded its collaboration with home fragrance brand Homesick with the launch of limited edition Portion Macchiato and Pumpkin Spice Signature Latte candles. The candle, which is based on two of the US coffee chain’s seasonal coffee drinks, retails for $34.95 on the Homesick website. The two companies first collaborated on three Dunkin’-inspired candles in 2019, and will relaunch the original blend candle in September 2024 to commemorate National Coffee Day.

New Zealand coffee Supreme taps creative agency to expand reach in Australia

Wellington-based coffee roaster Coffee Supreme has partnered with digital marketing agency Compass Studio to strengthen its brand awareness in neighboring Australia. Sydney-based Compass Studio has also partnered with Ben & Jerry’s, Tony’s Chocolonely and Keep Cup, and has launched a ‘strategic communications initiative’ to highlight Coffee Supreme’s direct trade relationships and sustainable agriculture programs. ” is planned to be established. Coffee Supreme has been operating in Australia since 2001 and currently operates roasteries in Melbourne and Brisbane. Coffee Supreme operates a roastery, wholesale warehouse, and three coffee shops in its home market, as well as one roastery and two cafes in Japan.