Bentley and Joe & The Juice have announced a new global brand partnership with the reveal of a custom-built Bentayga in West London. The SUV, fitted with a full coffee installation by Bentley’s Mulliner division, was shown for the first time on September 27 at Duke of London, a venue known for classic and performance cars.
The project marks the start of a wider collaboration between the British carmaker and the Copenhagen-based coffee and juice chain. Both companies say the partnership is designed to highlight craft, culture, and community, with the Bentayga set to appear at cultural and lifestyle events worldwide before a larger rollout in 2026. Bentley also recently introduced a Bentayga Pet Accessories line.
The bespoke Bentayga
The one-off Bentayga is equipped with a sliding unit in the back of the SUV that includes an espresso machine, grinder, and fridge, turning the Bentley into a mobile coffee bar. The setup was created by Bentley Mulliner, the brand’s bespoke division, and is designed to deliver barista-quality drinks at events.
Visually, the car reflects both brands, finished in Joe & The Juice’s signature pink with highlights in Bentley Green. Dual insignias appear across the vehicle, while the leather and detailing tie into Bentley’s traditional craftsmanship. When parked, the unit extends to serve drinks and then retracts smoothly when the car is back in motion.
The partnership and launch
The Bentayga was presented at a private event attended by customers, fans, and media, where guests were also given a first look at co-branded merchandise. The car will now begin an international tour, appearing at cultural and design events ahead of the full partnership launch in 2026.
Executives from both companies said the collaboration is meant to connect new audiences. Bentley described the tie-up as a way to present the brand in an unexpected context, while Joe & The Juice framed it as part of its plan to expand global reach beyond its more than 450 cafés.
