The Macallan and Bentley Motors join forces in 'journey towards sustainable future'
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AN ICONIC Speyside distillery has formed a unique partnership with a luxury car company to further their shared vision of a more sustainable future.
The Macallan and Bentley Motors unveiled their global brand partnership on Tuesday, July 6, on The Macallan Estate.
At the same time a new Hybrid Bentley was launched – the next step in the manufacturer’s bid to become the world’s leading sustainable luxury car company as part of its "Beyond100" strategy.
The brands say they are united by a dedication to mastery, craftsmanship, creativity and innovation, and will share learnings from their respective industries.
Together they plan to deliver a wide range of projects in the years ahead, including jointly developed products from both The Macallan and Bentley, curated customer experiences and collaborative events.
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."
Bentley 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 experiences, projects and products."
The Macallan aims to achieve carbon neutrality on its estate by 2030, promote responsible sourcing and cultivate a global community of artisans. It is also committed to having a fully electric passenger vehicle fleet on the estate by 2025. Following the partnership announcement, the brand will take delivery of two hybrid Bentleys this year.
