The Macallan single malt Scotch whisky and luxury British automotive manufacturer Bentley Motors have revealed a unique partnership that will build on their rich heritage to develop distinctive collaborations and further their vision of a more sustainable future.
United by a dedication to mastery, craftsmanship, creativity, and innovation, the two world-leading brands will share learnings from their respective industries, while pursuing the uncompromised excellence for which they are renowned.
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 that deliver timeless luxury balanced with a commitment to a more progressive world.
The global brand partnership was unveiled today at The Macallan Estate in the Speyside region of Scotland.
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.
“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.”
Established by Alexander Reid on a plateau above the River Spey in north-east Scotland in 1824, The Macallan is renowned across the globe for its extraordinary single malt whiskies. Nurtured by nature for almost 200 years, sustainability is a constant guiding principle for the brand. Its wide-reaching sustainability strategy 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. 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 teamwork 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.
To find out more please visit www.themacallan.com and www.bentleymotors.com
