The Macallan and Bentley are two brands familiar to every purveyor of the finer things in life. So the recently inked global partnership between both brands is ingenious, if initially surprising. As far as brand collaborations go, it’s unique but not the most unusual. Adidas and Lego; Apple and Hermès; and Crayola and Asos are just a few examples of unexpected cross-industry pairings.
For the well-heeled and well-travelled, an appreciation of fine single malt Scotch whisky intersects with a keen interest in prestigious automobiles. From the perspective of both brands, two is better than one. By tapping into a longstanding dedication to mastery, craftsmanship, creativity, and innovation, The Macallan and Bentley Motors will share learnings from their respective industries.
This meeting of the minds opens doors to distinctive collaborations aimed at driving both legacy brands into a more progressive—and sustainable—future. More specifically, the partnership focuses on the shared journey to carbon neutrality; innovative research into the sourcing of sustainable materials; and finding as well as sharing sustainable, local suppliers.
Over the coming years, The Macallan and Bentley will also work on jointly developing products, curated customer experiences and collaborative events.
“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.” — Igor Boyadjian, The Macallan’s Managing Director
Sustainability in Speyside
The Macallan Estate in Speyside, Scotland, is renowned for its breath-taking natural landscape. Dependent on its surroundings to produce extraordinary single malt whiskies, nurturing nature and practising sustainability is the distillery’s constant guiding principle. Wide-reaching strategies undertaken by the brand include giving back to communities, progressive packaging and partnering with sustainable suppliers.
Key goals are achieving carbon neutrality on The Macallan Estate has its sights set on achieving carbon neutrality by 2030. To reach this goal, it’s making the switch to a fully electric passenger vehicle fleet on The Macallan Estate by 2025. Two hybrid Bentleys will be added to the fleet by this year.
“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.” — Adrian Hallmark, Bentley’s Chairman and Chief Executive
Driving transformation
Speaking of sustainability, a new gasoline-electric hybrid Bentley was also launched at The Macallan Estate last week. 2021’s Bentayga Hybrid SUV has low CO2 emissions of 78*^g/km and will begin delivery in October this year. This is in line with the Bentley 100 sustainability strategy, the luxury car brand’s biggest and most ambitious transformation in its 102-year history.
Last but not least, while this partnership brings together alcohol and cars, it’s not an invitation to drink and drive. Besides being conscious of the environment, sustainability is also creating a better future through social responsibility.
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