The Macallan and Bentley Come Together for a Unique and Meaningful Partnership
Few companies have become respected leaders in their respective industries and fewer still have lasted 100 years and more. The Macallan single malt scotch whisky and luxury automobile manufacturer Bentley are two such brands and that they have now announced a partnership together makes us wonder why it hasn’t happened sooner.
Earlier this month, both brands said they have formed a global partnership focused primarily on sustainability. The British carmaker and Scottish whisky distiller intend to build on their shared heritage to develop distinctive collaborations and further their vision for a more sustainable future.
The partnership was unveiled at the Macallan Estate in the Speyside region of Scotland and coincided with the launch of a new hybrid Bentley, which is the marque’s next step in its goal of becoming a leader in sustainability within the luxury automobiles space.
Bentley and The Macallan will initially focus on a number 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. The partnership will also deliver a wide range of projects from both brands over the coming years, including jointly developed products, curated customer experiences and collaborative events.
The Macallan has set its sights on becoming carbon neutral by 2030, promoting responsible sourcing, and cultivating a global community of artisans. It is also committed to having a fully electric passenger fleet on its estate by 2025.
For its part, Bentley Motors’ Beyond100 strategy sees its entire range being electrified by 2023, the first battery-electric Bentley by 2025, and an electric-only range by 2030. It’s also working on building its headquarters in Crewe being the first certified carbon-neutral factory for luxury cars in the world and extend its carbon neutrality across the entire business, as well as a diversity and inclusion strategy across its workforce.
“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,” Bentley’s chairman and CEO Adrian Hallmark said. “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 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,” he added.
“The Macallan and Bentley Motors each have a rich past and shared values of mastery, craftsmanship, creativity and innovation,” Igor Boyadjian, managing director for the Macallan, said. “Our collaboration presents a remarkable opportunity to compare our time-earned knowledge and learn from each other, supporting fresh thinking about business, our customers, and ultimately our products.”
It makes sense that two brands that have built enviable reputations founded on quality, exquisite craftsmanship, innovation, and creativity would now work together to ensure that their products would continue to be enjoyed by generations to come.