The unique partnership will build on their rich heritage to develop distinctive collaborations (All photos: The Macallan & Bentley Motors)
Like any heritage automotive marques, whisky distilleries can produce complex and intriguing goods that are worthy of contemplation. Originality may succeed in seclusion but the current consumer market has proven that eureka moments, when one is working independently, are few and far between to fuel innovation. Thus, a collaboration not only creates an opportunity to draft off of each other’s brand equity but also engenders new ideas. Cue the new partnership between The Macallan single malt Scotch whisky and luxury British automotive manufacturer Bentley Motor.
Although alcohol and automotive make unusual bedfellows (please enjoy them responsibly), The Macallan is gearing towards a more sustainable future by taking a page out of Bentley’s playbook, and vice versa. Sustainability has always been the constant guiding principle for the renowned 197-year-old single malt whisky brand, which has contributed back to local communities, nurtured The Macallan Estate and partnered with sustainable suppliers.
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The partnership was revealed yesterday at The Macallan Estate in Speyside, Scotland, where Bentley also revealed the launch of its new hybrid Bentley – Flying Spur Hybrid. 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."
By 2030, The Macallan Estate aims to achieve carbon neutrality, promoting responsible sourcing and cultivating a global community of artisans. Plus, it’s also committed to having a fully electric passenger vehicle fleet on The Macallan Estate by 2025, which explains its timely partnership with Bentley Motors. The Macallan will take delivery of two hybrid Bentleys this year.
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The whisky brand’s commitment to a sustainable future echoes with Bentley Motors, which is undergoing the biggest transformation in its 102-year history with the introduction of its ambitious Bentley 100 sustainability strategy.
“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," said Bentley’s Chairman and Chief Executive, Adrian Hallmark.
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The partnership 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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