The Macallan single malt Scotch whisky and luxury British automotive manufacturer Bentley Motors are partnering to develop distinctive collaborations and further their vision of a more sustainable future.
The collaboration is designed to create immersive experiences and inspirational products with a commitment to a more progressive world, says the companies.
The global brand partnership was unveiled in July at The Macallan Estate in the Speyside region of Scotland, 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.
Igor Boyadjian, Managing Director for The Macallan, 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.”
The Macallan hopes to achieve carbon neutrality on The Macallan Estate by 2030, and is promoting responsible sourcing and culti-vating 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.
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 team-work 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.