Have you ever wondered how environmentally-friendly the Scotch whisky you are drinking is? For instance, how much energy has gone into making it, and how much waste is produced? No? Well, the people who produced that dram in your hand have. In fact, sustainability has been a key issue within the Scotch whisky industry for some time now.
In January this year, the Scotch Whisky Association (SWA) unveiled a new Sustainability Strategy that sees the industry commit to reaching net-zero emissions in its operations by 2040.
This is an update on its first Environmental Strategy, launched in 2009, which has seen the Scotch industry reduce overall greenhouse gas emissions by 34%, increase its use of non-fossil fuel sources to 28%, and use water more efficiently. Remarkably, only 1% of waste from Scotch production is now sent to landfills, a reduction of 75% since 2016.
With this increased push towards sustainability in mind, luxury single malt Scotch whisky The Macallan has taken the unique step of forging a partnership with British automotive manufacturer Bentley Motors, with the aim of developing distinctive collaborations, and furthering their vision of a more sustainable future.
The two brands may seem like strange bedfellows at first, but it is a partnership that makes perfect sense. The Macallan, after all, is a world-renowned luxury single malt Scotch whisky, while Bentley has always been synonymous with luxury automobiles. More crucially, both brands have a rich heritage and storied history, and are strongly committed towards creating a more sustainable future.
The collaboration was unveiled on July 7 at The Macallan Estate in the Speyside region of Scotland, alongside the launch of a new Hybrid Bentley – the next step in Bentley’s journey to become the world’s leading sustainable luxury mobility company as part of its Beyond100 strategy.
Under this new partnership, the two brands will share learnings from their respective industries, bringing together The Macallan’s mastery of whisky-making with Bentley Motors’ expertise in the world of luxury cars.
The partnership will initially focus on a selection of core areas, including the brands’ shared journey to carbon neutrality, innovative research into the sourcing of sustainable materials, and teamwork on finding and sharing sustainable, local suppliers.
This collaboration will also deliver a wide range of projects over the coming years, including jointly-developed products from both The Macallan and Bentley, curated customer experiences and collaborative events.
According to Igor Boyadjian, managing director for The Macallan, the collaboration presents a remarkable opportunity to compare both brands’ 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, ” he says.
For Macallan, the key goals of this partnership include achieving carbon neutrality on The Macallan Estate by 2030, and having a fully electric passenger vehicle fleet on The Macallan Estate by 2025. Taking its first step towards the latter goal, the estate will take delivery of two hybrid Bentleys this year.
Bentley’s 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.”
Renowned worldwide for its extraordinary luxury single malt Scotch whiskies, The Macallan has always valued sustainability as a constant guiding principle for the brand. Its wide-reaching sustainability strategy incorporates a range of elements including giving back to communities; nurturing The Macallan Estate; progressive packaging; and partnering with sustainable suppliers.
Founded in London in 1919, Bentley Motors is the world’s most sought-after luxury car brand, and is now undergoing the biggest transformation in its 102-year history with the introduction of its ambitious Bentley 100 sustainability strategy.