Bentley and Joe & The Juice present Bentayga coffee experience

Bentley and Joe & The Juice introduced a bespoke Bentayga with a Mulliner coffee bar, launched in London before a global cultural events tour starting 2026.

Bentley has taken an unexpected turn by unveiling a partnership with Joe & The Juice, a brand more often associated with coffee culture than with cars. At the heart of this collaboration is a one-of-a-kind Bentayga, transformed by Mulliner into a mobile coffee bar. Inside the boot sits a grinder, espresso machine, and fridge, built into a sliding unit that extends when the car is parked and tucks neatly away once it moves again.

The debut took place on 27 September 2025 at Duke of London, where fans, customers, and media gathered. Guests were able to taste coffee brewed from what was described as the “world’s most luxurious coffee bar on wheels” while admiring the car’s special livery in Bentley Green with Joe & The Juice’s signature pink. A dual insignia on the bodywork highlighted the meeting point of automotive craftsmanship and coffee culture.

This first showcase marks the beginning of an international tour, with upcoming appearances planned at cultural, lifestyle, and design events in the months ahead. The full-scale launch of the partnership is scheduled for 2026, though Bentley has yet to reveal what further projects may follow.

The move fits within Bentley’s broader history of selective collaborations. From Breitling and Naim to The Macallan, the marque has often partnered with premium brands that emphasize craftsmanship and heritage. The tie-up with Joe & The Juice stands out precisely because of its surprise factor: a luxury car and coffee-on-the-go sharing the same stage.

For Joe & The Juice, founded in Copenhagen in 2002, the partnership comes at a time of global growth. With more than 400 outlets across Europe, the United States, and the Middle East, and new markets on the horizon, the brand continues to position itself as a premium lifestyle player. Seen in this light, the collaboration with Bentley can be interpreted as a strategic alignment — one brand representing the pinnacle of automotive luxury, the other channeling urban energy and culture.

Bentley has not disclosed technical specifications of the coffee unit nor the exact destinations of the forthcoming tour. Yet the message is clear: this project is not about horsepower or acceleration, but about creating a space where people meet, converse, and share culture. That is what makes the partnership remarkable.