This collaboration will bring these powerhouses together with their dedication to craftsmanship, creativity and innovation
August 24, 2021: Announcing a unique partnership building on their rich heritage and to further their vision of a more sustainable future, the luxury British automotive manufacturer, Bentley, and the single malt Scotch whiskey, Macallan, are now sharing their learnings from their respective industries.
This collaboration will bring these powerhouse brands together with their dedication to mastery, craftsmanship, creativity and innovation, in their pursuit for renowned, uncompromised excellence.
This global partnership was announced at The Macallan Estate in the Speyside region of Scotland, beside the launch of a new Hybrid Bentley, which is the brand’s next step in its journey to become the world’s leading sustainable luxury mobility company, as a part of their Beyond100 strategy.
Managing Director of The Macallan, Igor Boyadjian, shared a lot of optimism, talking about how this partnership would focus on their commitment to a more sustainable future, presenting both the brands a remarkable opportunity to learn from each other and compare their time-earned knowledge, allowing them to generate fresh and contemporary thinking around their exceptional experiences, consumer engagement and products.
Agreeing with Mr. Boyadjian’s words was the Chairman and Chief Executive of Bentley, Adrian Hallmark, who spoke about how working with Macallan on a common goal, as they work together towards a more sustainable future is an exciting journey they are looking forward to. To be able to learn from each other in the coming months and years would lead to sharing some truly extraordinary experiences. Particular;y as the brands share the same ethos, the same passion for exceptional quality, respect for artisanal hand craftsmanship and now also a drive towards world-leading sustainability.
Macallan was established in 1824 by Alexander Reid on a plateau above the River Spey in north-east Scotland; and is now renowned across the world for its exceptional single malt whiskies. The brand is driven by its constant guiding principle of sustainability; incorporating a range of elements which include giving back to communities, progressive packaging, partnering with sustainable suppliers and nurturing The Macallan Estate.
By 2030, The Macallan Estate aims to achieve carbon neutrality by promoting responsible sourcing and cultivating a global community of artisans. And also with its commitment to having a fully electric passenger vehicle fleet on The Macallan Estate by the year 2025, the brand will take delivery of two hybrid Bentleys this year, following the partnership announcement.
Founded in London in 1919, Bentley Motors has carved a name for itself in the world of motorsports; being at the pinnacle of the automotive sector, combing luxury and performance in an unrivalled and unique way. And it is now transforming its rich 102-year history with the introduction of its ambitious Bentley 100 sustainability strategy.
Focusing on a selection of core areas which include the brands’ shared journey to carbon neutrality, innovative research into the sourcing of sustainable materials and teamwork on finding and sharing local and sustainable suppliers; this partnership will deliver a wide range of projects over the next few years, including jointly-developed products from both The Macallan and Bentley, curated customer experiences and collaborative events.