From Crewe to Copenhagen, the road just got a little smoother for coffee lovers.
Last weekend, we were invited to a private unveiling by our friends at Joe & The Juice and no surprise, we didn’t need to be asked twice. Coffee in the boot of a Bentley? That’s the sort of invite that cuts through the noise. Hosted at Duke of London and powered by high-octane culture, the event introduced a bespoke Bentayga that trades horsepower for heat. And not just engine heat, we’re talking freshly ground espresso, served straight from the world’s most luxurious coffee cart, parked in the back of a car.
This was a quiet flex, and a first look at what’s to come. The collab marks the beginning of a new partnership between Bentley Motors and Joe & The Juice, set to formally launch in 2026. A classy signal of intent and a test drive into the future of luxury brand expression.
“This partnership brings together two iconic brands with a shared focus on quality and experience,” said Kasper Garnell, Brand Director at Joe & The Juice.
“The Bentayga represents our vision of connecting people through great coffee, design and culture, and we are excited to share it with communities around the world.”
Under the Bonnet
Now then, we’ll level with you. We’re no car experts at Open All Hours, far from it. But even we could tell this wasn’t your average Bentayga. Wrapped in deep Bentley green with hits of Joe’s signature pink, the livery alone would’ve done the job. But the masterpiece lives inside. Bentley’s in-house custom division, Mulliner, has engineered a full JOE espresso bar into the boot. Now we’re listening.
Complete with a grinder, milk fridge, and commercial-grade machine that tucks neatly away when the car’s in drive, the attention to detail is unreal. Leather trims. Milled steel. Bespoke panels. Built for those who take their coffee seriously and their culture even more so.
“We wanted a global brand partner that would be completely unexpected,” added Ben Whattam, Director of Marketing at Bentley Motors.
“Our new partnership with Joe & The Juice is about fuelling our community with extraordinary coffee and extraordinary cars: it celebrates our craftsmanship while offering a unique way to connect and engage with the brand.”
Craft Meets Community
The magic though wasn’t just in the metal, it was in the people. The crowd mixed drivers, coffee drinking creatives, design heads, film people, sneaker collectors, and us. All coming together in an environment that felt part English car club, part Copenhagen design studio.
In an age where most collaborations feel like PowerPoint decks in disguise, this felt different. There were no hashtags. No keynote speeches. Just great design, shared energy, and enough caffeine to keep conversations going until the next shot. Special shout to Sabine Fabrin, who made sure the famous pink invites found the right inboxes, reminding us that the best collabs start with people, not press releases.
Our Take?
This is what a shot of the good stuff looks like. Bentley didn’t need Joe & The Juice. Joe didn’t need Bentley. But this unexpected union just made sense. Both brands are fuelled by energy, precision, and design and this drop connected those dots with taste and timing. JOE serves nothing but specialty coffee, the natural match for Bentley’s extraordinary craftsmanship.
It’s also part of a wider evolution. Bentley Motors might be known for its legacy in luxury cars, but it’s not just about the road anymore for them. The brand has been expanding into furniture, architecture, and lifestyle experiences – blending generations of craftsmanship with contemporary expression. The Joe & The Juice collab slots into that narrative effortlessly.
So next time you hear a V8 rumble through West London and catch a scent of arabica beans in the air, you’ll know. That’s not a dream. That’s just Bentley, Joe & The Juice and the future of coffee brand collaborations rolling through.
Shot of the good stuff
