Bentley, like most automakers these days, is looking for ways to appear more environmentally friendly. To that end, it has committed to becoming the greenest luxury automaker on earth. But the luxury part of that equation means that it has to be smart about how it conveys that greenness.
This week, it found a clever way to convey that through a partnership with the Scottish whiskey brand, The Macallan. Like Bentley, the scotch maker has committed to becoming carbon neutral by 2030 and to promote responsible sourcing. The brand also wants every vehicle on The Macallan Estate to be electric by 2025.
With those goals in mind, Bentley says that it will work with the whisky maker to collaborate on a “shared journey to carbon neutrality,” innovate research into the sourcing of sustainable materials and find local suppliers.
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“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 Adrian Hallmark, Bentley CEO, in a statement. “We will learn from each other in the coming months and years to advance our programs together, and on the way work on some truly extraordinary projects and products.”
Naturally, the brands won’t miss an opportunity to collaborate on some projects that they can sell. The Macallan and Bentley say that, along with their environmental collaboration, they’ll work together to create “curated customer experiences and collaborative events.”
Unfortunately, the exact nature of those events and experiences hasn’t been shared, but Bentley already sells a liquor cabinet in its vehicles, so it’s well prepared for events anywhere.
“The Macallan and Bentley Motors each have a rich past, and shared values of mastery, craftsmanship, creativity, and innovation,” said Igor Boyadjian, managing director at The Macallan. “Our collaboration presents a remarkable opportunity to compare our time-earned knowledge and learn from each other, supporting fresh thinking about our businesses, our customers, and ultimately our products.
