The Macallan single malt Scotch whisky and luxury British automotive manufacturer Bentley Motors today revealed a powerful partnership designed to build on the brands’ respective rich heritages to develop a range of distinctive collaborations.
The alliance will also further the partners’ collective vision of a more sustainable future.
The partnership will focus initially on 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 two companies will deliver a wide range of projects over coming years, including jointly-developed products from both The Macallan and Bentley, curated customer experiences and collaborative events.
The two brands, united by what they described as “a dedication to mastery, craftsmanship, creativity, and innovation”, plan to share learnings from their respective industries, while pursuing “uncompromised excellence”.
By bringing together The Macallan’s mastery of whisky-making with Bentley Motors’ expertise in the world of luxury cars, the collaboration will create immersive experiences and inspirational products. The plan is to deliver “timeless luxury” balanced with a commitment to a more progressive world.
The global brand partnership was unveiled last month at The Macallan Estate in the Speyside region of Scotland, alongside the launch of a new Hybrid Bentley. The new age vehicle is a notable landmark in Bentley’s journey to become the world’s leading sustainable luxury mobility company as part of its Beyond100 strategy.
The Macallan Managing Director Igor Boyadjian said: “The Macallan and Bentley Motors each have a rich heritage, and shared values of mastery, craftsmanship, creativity and innovation. 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.”
Edrington Global Travel Retail Regional Managing Director Jeremy Speirs added: “The Macallan has a long standing tradition of collaborating with masters of their craft and forward-looking visionaries, which has resonated strongly with global travellers and delivered a raft of excitement and innovation in the travel retail channel.
“Partnering with Bentley Motors – a truly iconic luxury brand which shares so many strong values with The Macallan like craftmanship, sustainability and innovation – will allow us to deliver distinctive collaborations and experiences which we look forward to sharing with our partners and consumers around the world.”
Bentley 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 enjoys widespread international popularity for its single malt whiskies. Its wide-reaching sustainability strategy, a core guiding principle, 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. The brand company 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. Over time it created a premium position within the automotive sector via its combination of luxury and performance. Bentley Motors is now undergoing the biggest transformation in its 102-year history with the introduction of its ambitious Bentley 100 sustainability strategy.
