“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.” That is how Bentley’s Chairman and Chief Executive, Adrian Hallmark described the newly announced partnership between luxury auto-maker Bentley Motors and whiskey-maker The Macallan.
Igor Boyadijian, 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.”
A common theme between the two respective brands is the push towards a more eco-friendly and sustainable future. Make no mistake, for Bentley, this is no small feat. Arguably the most sought-after luxury brand in automotive vehicles, Bentley is looking to add a new chapter to its storied 102 year history through the Bentley Beyond 100 strategy. Announced in 2020, the ground-breaking initiative seeks to reinvent every aspect of the Bentley model with its ambitious aim of achieving end-to-end carbon neutrality by 2030. While certainly not the first automaker that aims to achieve this, Bentley is arguably the biggest.
“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, Chairman and Chief Executive, Bentley Motors
Speaking of carbon neutral, The Macallan has voiced its own goal with the aim of achieving carbon neutrality, also by 2030. Established in 1824, The Macallan is world renowned for its signature single malt whiskies.
It looks to continue delivering on its extraordinary feature but with the aim of incorporating eco-friendly strategies. Some of The Macallan’s plans include contributing back to surrounding communities, progressive packaging, and vetted partnerships with sustainable suppliers.
One of the perks of this new partnership will see The Macallan be on the receiving end of two hybrid Bentleys as the brand continues to push towards a fully electric passenger fleet on The Macallan Estate by 2025. Not a bad perk at all.
According to the press release, the two brands will focus their expertise on innovative research into sourcing sustainable materials and will co-deliver a series of projects in the coming years leading to bespoke immersive client experiences and inspirational products that will deliver “timeless luxury balanced with a commitment to a more progressive world.”