Adding to this year’s long list of unexpected team-ups, The Macallan opened up about the collaboration at The Macallan Estate. Along with the announcement came the release of a new Hybrid Bentley that marks a new chapter in Bentley’s initiative to become the world’s most sustainable luxury car company
The Macallan isn’t the first thing that comes to mind when people think about luxury British automotive. Drinking in a Bentley seems almost reckless, lest even a drop be spilt on those supple leather seats, and as silky smooth as The Macallan’s malt whisky is, it would be irresponsible to indulge in it before getting behind the wheel (even if it is a Bentley). Nonetheless, despite their superficial differences, these historied brands have more in common than meets the eye.
As Igor Boyadjian, managing director of The Macallan, puts it, “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”. Grounded in shared values but driven by a higher purpose, The Macallan and Bentley Motors are looking to venture further into sustainability, hand in hand.
With products as dependent as The Macallan’s are, the distillery has already taken steps to integrate sustainability into its strategy. From innovative packaging to working with sustainable suppliers, The Macallan is committed to giving back and protecting the environment that so lovingly nurtures its products.
“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,” says chairman and chief executive of Bentley Motors. “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.”
With their global partnership, the brands have set their sights on ambitious goals. Among others, a shared focus for the brands is their move towards carbon neutrality and new research into sourcing sustainable materials. Customers can expect exciting jointly-developed products from both brands, alongside curated customer experiences and joint events.
Regardless of this surprising turn of events, there is no doubt that we can look forward to continued excellence from such revered brands.