The Macallan single malt Scotch whisky and luxury British automotive manufacturer Bentley Motors have unveiled a new partnership that will build on their rich heritage to develop distinctive collaborations and further their vision of a more sustainable future. The two world-leading brands will share learnings from their respective industries, while pursuing the uncompromised excellence for which they are renowned.
The collaboration between The Macallan and Bentley Motors will create immersive experiences and inspirational products that deliver timeless luxury balanced with a commitment to a more progressive world.
The global brand partnership was unveiled today at The Macallan Estate in Scotland’s Speyside region, alongside the launch of a new Hybrid Bentley – the next step in Bentley’s journey to become the world’s leading sustainable luxury mobility company as part of its Beyond100 strategy.
“The Macallan and Bentley Motors each have a rich heritage, and shared values of mastery, craftsmanship, creativity and innovation,” Igor Boyadjian, Managing Director for The Macallan. “Our collaboration presents a remarkable opportunity to compare our time-earned knowledge and learn from each other. We will generate fresh and contemporary thinking around our consumer engagement, our exceptional experiences, and ultimately our products.
“A key focus of the partnership will be our commitment to a more sustainable future. The breath-taking natural landscape at The Macallan Estate provides the perfect platform for us to embark together on this exciting and extraordinary journey.”
Bentley’s Chairman and Chief Executive, Adrian Hallmark, said: “Transforming Bentley into the world’s most sustainable luxury car company is an exciting journey, and I’m delighted to be working with The Macallan with one common goal – to both lead our fields as we work towards a more sustainable future.
“We will learn from each other in the coming months and years to advance our programmes together, and on the way work on some truly extraordinary experiences, projects and products. Our brands are two that share the same ethos – the passion for exceptional quality, a respect for artisanal handcraftsmanship, and now a drive towards genuine, world-leading sustainability. I’m looking forward to the adventure together.”
Established by Alexander Reid on a plateau above the River Spey in north-east Scotland in 1824, The Macallan is renowned across the globe for its extraordinary single malt whiskies. Nurtured by nature for almost 200 years, sustainability is a constant guiding principle for the brand. Its wide-reaching sustainability strategy incorporates a range of elements including giving back to communities; nurturing The Macallan Estate; progressive packaging; and partnering with sustainable suppliers.
Key goals are achieving carbon neutrality on The Macallan Estate by 2030, promoting responsible sourcing and cultivating a global community of artisans. It is also committed to having a fully electric passenger vehicle fleet on The Macallan Estate by 2025. Following the partnership announcement with Bentley Motors, the brand will take delivery of two hybrid Bentleys this year.
Bentley Motors was founded in London in 1919 and quickly rose to fame in the world of motorsports, before carving out an unmatched position as the pinnacle of the automotive sector, able to combine luxury and performance in a unique and unrivalled way. The world’s most sought-after luxury car brand, Bentley Motors is now undergoing the biggest transformation in its 102-year history with the introduction of its ambitious Bentley 100 sustainability strategy.
The partnership will initially focus on a selection of core areas, including the brands’ shared journey to carbon neutrality, innovative research into the sourcing of sustainable materials, and teamwork on finding and sharing sustainable, local suppliers.
It will additionally deliver a wide range of projects over the coming years, including jointly-developed products from both The Macallan and Bentley, curated customer experiences and collaborative events.
The Macallan’s partnership with Bentley is the latest in a range of sustainability projects taken on by the iconic whisky brand. In May, the Scotch-maker announced that it would be supporting The Atlantic Salmon Trust.
Last month, The Macallan unveiled Concept No 3, a collaboration with graphic designer David Carson. It is the latest release in The Macallan Concept Series, which fuses the artistry and expertise behind The Macallan’s whisky-making with creativity and culture.