This week, Single malt Scotch whisky brand, The Macallan and distinguished automotive brand Bentley revealed a strategic partnership. Collaboration between the two luxury powerhouses aims to unite the rich heritage of both brands with a common pursuit for a more sustainable future.
The launch of the collaboration took place at the Macallan Estate in the Speyside region of Scotland. It was complemented by the unveiling of Bentley’s second plug-in electric model, the Flying Spur Hybrid, the next step in Bentleys plan to become a leader in sustainable luxury mobility. Each brand announced its unique carbon neutral objectives at the estate, projecting that the partnership would be a catalyst for realizing new sustainable ways of developing products and consumer experiences.
Bentley Motors is renowned for its luxurious SUVs and cars that speak to the highest form of exclusivity and performance; however, what is less known is the unique extravagance of Macallan’s whisky. Macallan Scotch whisky brand is known worldwide for offering rare and aged single malt scotch whisky ranges. The hand-picked casks are the primary contributor to the rare final flavour over its lifetime in maturity.
While a partnership between car and whisky manufacturers seems like an unlikely arrangement, the two leading brands come together on the grounds of shared values. Expertise, craftsmanship, creativity and innovation are at the heart of each companies pursuit of excellence. The collaboration will merge diverse insights on carbon neutrality and sustainability in each industry for innovative product development.
Macallan is known for its mastery of whisky, and Bentley is a leader in the world of luxury cars; each company holds “excellence, timeless luxury and a commitment to a progressive world” at the forefront of decision making. According to 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”.
What is apparent is that sustainability and progressive consumer experience are at the core of this alliance. 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. Initially, the two-way journey will focus on carbon neutrality, innovative research into environmentally conscious materials and discovering sustainable, local suppliers.
A focus on sustainably innovating is just one of Bentley and The Macallan’s approaches when crafting their products. The Macallan aims to be carbon neutral on its estate by 2030 and is committed to sustainability across its packaging, suppliers and whisky-making process. On the other hand, Bentley aims to have an electric-only range by 2030 and be the first certified carbon-neutral factory for luxury car manufacture in the world.
As they move forward in their pursuits for sustainability together, The Macallan and Bentley will deliver a range of projects over the next few years, including co-created products, crafted consumer experiences and collaborative events. Keep an eye on both websites as they reveal more about what is to come from the partnership!