United by a dedication to craftsmanship, creativity, and innovation, The Macallan and Bentley Motors have joined forces for a partnership program that is unprecedented in its scale and its stature. They share a joint vision of driving towards a more sustainable future, while continuing to pursue the uncompromised excellence for which both are known. The sustainability strategy is wide-reaching and incorporates a range of elements including giving back to communities; nurturing The Macallan Estate; progressive packaging; and partnering with sustainable suppliers.
Ultimately, the partnership hopes to build on the legacy of balancing excellence with environmental and social responsibility. A partnership that will hopefully inspire others to join us on a journey that can be both exceptional and ethical.
In conversation with Elizabeth McMillan, Senior Marketing Manager, Sustainability, The Macallan and Alex Quelch-Cliffe, Decarbonisation Manager at Bentley Motors, it seemed pertinent to ask them to join in this conversation together. Both share the excitement for the opportunity to learn from the other and utilise their respective areas of expertise to drive forward our own sustainability journeys.
What are the breakthroughs from this collaboration that is new to both brands with regards to sustainability?
Elizabeth McMillian: Through a programme of knowledge exchange and the open sharing of innovative projects and plans, The Macallan and Bentley will benefit from each other’s expertise, advancing the decarbonisation transition of each of the brands’ operations on their journeys to become carbon neutral on The Macallan Estate by 2030.
Bentley already operates the world’s first certified carbon neutral luxury car manufacturing facility. Like The Macallan, the goal is for carbon neutrality to now extend across the entire business. By harnessing partnerships with organisations that share a common purpose we will seek to find solutions to big challenges and Bentley Motors’ ambitious sustainability vision echoes that of our own.
What do you think is the most exciting part about The Macallan and Bentley collaboration?
Alex Quelch-Cliffe: At the heart of our collaboration is a shared vision of sustainability. Personally, I am interested in not only the immediate benefits we can deliver from our two brands working closely together – but the potential for Macallan’s insights to bring a different perspective and solutions to the challenges we face in the wider automotive industry.
Is there a new sustainability implementation for the brand that you’re working on currently already in place?
EM: The Macallan and Bentley will look to support one another in their mutual goals to achieve the following: becoming carbon neutral by 2030, a conversion to electric vehicles, The Macallan Estate will transition to a 100% electric passenger vehicle fleet by 2025, including two exclusive hybrid Estate vehicles from our partner. The entire Bentley range will be electrified by 2023, and fully electric only by 2030. The partnership will unlock access to a wider network of suppliers for both to further evolve the progressive sourcing principles of each brand. Promoting the use of sustainable materials with responsible sourcing and packaging will be fundamental to the creation of mutually curated products, experiences, and content. The partnership will build upon the innovative research, sourcing and use of sustainable materials by both and finally, investing in people and cultivating a community of artisans to realise its vision of creating beautifully distinctive products and accessories.
What are some of the biggest challenges you face in the journey towards sustainability?
ACQ: Rather than seeing challenges, the most striking thing both we have encountered are the opportunities for rich storytelling, shared learning and collaborative development. This is very important to both of us, to ensure that we conserve natural resources as much as possible whilst also creating products and experiences that are extraordinary for our customers. We are exploring all avenues to reduce single use plastics and waste from our production processes and products.
When the proposal to collaborate with a car came up weren’t you originally surprised?
EM: We identified the luxury automotive sector as a valuable opportunity to broaden The Macallan’s reach beyond the spirits category and to bring our single malt to our target consumers around the world in new and engaging ways, while also appealing to existing aficionados and their passions and interests.
What’s the biggest message to Prestige readers about this unique, unprecedented collaboration – what should people take away from it?
ACW: Through this global brand partnership with The Macallan, we will travel forward using our imagination, to envisage how the world will be and embark on an exciting and extraordinary journey into the future.
EM: Our partnership is built on a long-term shared commitment to seek to find solutions to the big challenges we both face. Through our global brand partnership, my hope it will take us to thinking and innovation that we would not have reached on our own around sustainability. Both brands demonstrate a commitment to sustainability across key areas of the business including innovation, environmental performance, and community development, so together we will enhance our progress.
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