Hong Kong’s Maxim’s Group is donating HK$10 to charity for every bottle of its Bottle of Bread craft beer sold

Hong Kong’s Maxim’s Group, a prominent catering and restaurant conglomerate, is donating HK$10 (US$1.29) to charitable causes for every bottle of its Bottle of Bread (BOB) craft beer sold at designated restaurants.

This initiative, which runs from December through February 2025, supports Operation Santa Claus, an annual fundraising campaign organised by the South China Morning Post newspaper and public broadcaster RTHK.

This year marks the 17th consecutive year Maxim’s supports for Operation Santa Claus, which is aiding 11 non-governmental organisations that focus on sustainability and community care.

BOB craft beer is produced using surplus bread from Maxim’s facilities. The brew is a 5% ABV Pale Ale, with each bottle containing about 25 grams of milk bread.

In addition to Operation Santa Claus, Maxim’s also uses proceeds from the beer to support other charitable causes focused on sustainability. For example, from August 2022, it has collaborated with EcoMatcher, a B-Corp certified social enterprise, to plant a tree for every six bottles of BOB craft beer ordered. This contributes to carbon sequestration amid rising climate challenges.