By Terence Toh
July 19, 2021
The Macallan Special
Two renowned global brands collaborate in an ambitious campaign aimed at changing the world for the better
Single malt Scotch whisky The Macallan and luxury British marque Bentley have joined forces in a unique partnership to develop their joint vision of a sustainable future.
Through uniting The Macallan’s mastery of whisky-making with Bentley’s expertise in manufacturing luxury cars, the collaboration aims to create immersive experiences and inspirational products delivering timeless luxury, all balanced with a commitment to a more progressive world.
The global brand partnership was unveiled on July 6 at The Macallan Estate in the Speyside region of Scotland, alongside the launch of a new Hybrid Bentley.
“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,” says Igor Boyadjian, The Macallan’s managing director.
“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.”
“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,” says Bentley’s chairman and chief executive Adrian Hallmark.
These efforts are part of Bentley’s Beyond100 strategy, which sees the company becoming the world’s leading sustainable luxury mobility company, It focuses on three core elements – Bentley’s products, its people and its facilities.
Commitment to sustainability has long been a constant guiding principle for The Macallan. As part of its global charitable outreach programme, the brand supports a number of organisations, including City Harvest London (London’s first large-scale food redistribution charity) and the Guggenheim Museum.
Its distillery, launched in 2018, derives 80 per cent of its energy from renewable and non-fossil fuel sources. Its water management system holds a rating of ‘Excellent’ from the Scottish Environmental Protection Agency.
In 2020, The Macallan was awarded the prestigious Butterfly Mark from Positive Luxury for its commitment to sustainability across key areas of the business including innovation, environmental performance and community development. That same year, it embarked on a five-year charitable partnership with The Atlantic Salmon Trust to help protect at-risk fish.
The Macallan-Bentley partnership aims to build a legacy of balancing excellence with environmental and social responsibility, and help show that the exceptional can also be ethical. It’s key goals are:
- Achieving carbon neutrality on The Macallan Estate by 2030
Through knowledge exchange and the open sharing of innovative projects and plans. Bentley already operates the world’s first certified carbon neutral luxury car manufacturing facility. while The Macallan’s goal is to extend carbon neutrality across its entire business.
The Macallan Estate will transition to a 100 per cent electric passenger vehicle fleet by 2025, including two exclusive hybrid Estate vehicles from Bentley. The entire Bentley range will be electrified by 2023, and fully electric by 2030.
- Widening access to a global network of sustainable suppliers
The partnership will unlock access to a wider network of suppliers for both The Macallan and Bentley, broadening the possibilities to further evolve the progressive sourcing principles of each brand.
- Promoting the use of sustainable materials
It will build upon the innovative research, sourcing and use of sustainable materials by both. Responsible sourcing and packaging will be fundamental to the creation of mutually curated products, experiences, and content.
In 2021, The Macallan will establish and grow a collaborative community for artisan partners. Through its artisan community, and with funds raised from its Giving Back auctions, The Macallan will create an Artisan Apprenticeship Fund aimed at perpetuating these legacy skills and the generational passage of knowledge for many years to come.
Bentley will also launch its Diversity and Inclusion strategy in 2021. The strategy will focus on enhancing diversity and inclusion within the workplace to help the brand develop, attract and embrace future talents, ideas and customers.
“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. 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,” says Hallmark.