Achieving ‘Mainstream Green’ is key to a more sustainable economy. Read the new report on the CMO Sustainability Accelerator hub to learn more and take action.
As the companies aim to improve their impact on the world, single malt Scotch whisky brand The Macallan and British automotive manufacturer Bentley Motors have begun a partnership that will see them create experiences and products to showcase their commitment to sustainability.
The two brands will unite to share learning from their industries and their continued aim for excellence across luxury car and whiskey-making, with the partnership announced on July 6 alongside the reveal of the new hybrid Bentley.
The initial focus for the partnership will include research into sustainable material-sourcing through local suppliers and aim to deliver jointly-developed projects with curated customer experiences and events.
Promoting the production process involved from both brands, a 90-second video called “An Extraordinary Journey into the Future” has been posted on both YouTube channels run by the brands and shared through their social media channels.
The Macallan aims to achieve carbon neutrality at its distillery on The Macallan Estate in Speyside by 2020, while promoting responsible sourcing, and has also announced its intention to cultivate a global community of artisan whiskey makers.
It has also committed to its passenger vehicle fleet on the estate becoming fully electric by 2025 and will take two hybrid Bentleys this year. Working with progressive suppliers and making its packaging more sustainable are two other elements to its commitment.
Igor Boyadjian, managing director for The Macallan, said in a statement that the two brands each had “a rich heritage” and shared values of mastery, craftmanship, 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.”
An 80-second advert to promote the Flying Spur Bentley was also released on July 6 to coincide with its unveiling.
Adrian Hallmark, chairman and chief executive of Bentley, described the move towards becoming “the world’s most sustainable luxury car company” as “exciting” and lauded the common goal with The Macallan.
“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,” he continued. “Our brands are two that share the same ethos – the passion for exceptional quality, respect for artisanal handcraftsmanship, and now a drive towards genuine, world-leading sustainability. I’m looking forward to the adventure together.”
