Video: The Macallan’s new luxury partnership with Bentley Motors

by James Wilkinson

Two of the United Kingdom’s most iconic and luxurious brands, The Macallan single malt Scotch whisky and automotive manufacturer Bentley Motors, have formed a unique partnership the companies say 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 say they will share learnings from their respective industries, “while pursuing the un-compromised excellence for which they are renowned”.

The Macallan Managing Director, Igor Boyadjian, said by bringing together his company’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 Macallan and Bentley Motors each have a rich past, and shared values of mastery, craftsmanship, creativity and innovation,” he said.

“Our collaboration presents a remarkable opportunity to compare our time-earned knowledge and learn from each other, supporting fresh thinking about our businesses, our customers, 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.”

Bentley’s 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 projects and products.

“Our brands are two that share the same ethos – the passion for exceptional quality, a respect for artisanal hand-craftsmanship, 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 renowned across the globe for its extraordinary single malt whiskies.

COLLABORATING ON SUSTAINABILITY

Nurtured by nature for almost 200 years, sustainability is a constant guiding principle for The Macallan. 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.

Boyadjian said key goals were 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, he said 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, before carving out an unmatched position as the pinnacle of the automotive sector, able to combine luxury and performance in a unique and unrivalled way.

One of the world’s most sought-after luxury car brands, Bentley Motors is now undergoing the biggest transformation in its 102-year history with the introduction of its ambitious Bentley 100 sustainability strategy.

The companies said the partnership 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.

They said 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.

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