Bentley x Joe & The Juice: a deliberately unexpected collaboration
Combining a Bentley Bentayga, one of the most iconic SUVs of British luxury, with the urban and contemporary world of Joe & The Juice seemed like an unlikely encounter. It is precisely this contrast that the two brands chose to exploit.
On September 27, 2025, in London, Bentley and Joe & The Juice unveiled a Bentayga transformed by Mulliner, Bentley's bespoke coachbuilding division, into a fully functional mobile coffee bar. A coffee grinder, espresso machine , and refrigerator were housed in the SUV's trunk, within a custom-designed installation. Bentley officially announced this global partnership two days later, on September 29, 2025.
More than just an automotive fantasy, this collaboration reveals something far more interesting about experiential luxury. As products become more visually accessible and brand universes spread across social media, brands are now seeking to create moments that can't simply be replicated behind a screen. Here, that moment is embodied in a cup of espresso served from the trunk of a Bentley.
It would be tempting to summarize the project as a spectacular communication operation: a car worth several hundred thousand euros, an espresso machine and a particularly photogenic pink and green livery.
That would be missing the point. Bentley explains that it was looking for a global partner capable of surprising its audience. Joe & The Juice provides precisely that contrast. Founded in Copenhagen in 2002, the brand has become an international name at the crossroads of coffee, food, wellness, and urban culture. By 2026, it boasts over 500 locations worldwide.
Bentley operates in a very different universe on the surface, but the two brands claim several common notions: craftsmanship, attention to product, culture, community and experience.
The connection is ultimately less strange than it seems. A successful espresso relies on the quality of the beans, the precision of the grind, the temperature, the pressure, and the technique. Similarly, a Bentley interior makes attention to materials, assembly, and finishes an essential part of its perceived value. Two worlds, two radically different price ranges, but the same avowed obsession with detail.
A Bentayga transformed by Mulliner into a veritable barista on wheels
The vehicle created for this occasion is not a special edition available to order. It is a unique Bentayga, developed specifically for this collaboration and intended primarily for automotive, cultural, and lifestyle events. This is an important distinction. The centerpiece is located in the trunk. Mulliner has integrated a suite of features including:
- a fully functional espresso machine ;
- a coffee grinder ;
- a refrigerator ;
- a custom-made structure covered in leather;
- a mechanism allowing the installation to be taken out of the trunk when the vehicle is stopped and then put back into place to resume driving.
So we are less faced with an "onboard coffee machine" than with a real mobile event coffee bar.
This distinction is crucial: the goal isn't to prepare a cappuccino at 130 km/h on the motorway. The Bentayga transports its barista to where Bentley wants to create a meeting point.
Once parked, the trunk becomes a counter. The car then momentarily ceases to be just a means of transport and transforms into a place ofhospitality.
Bentley Green and Signature Pink: when co-branding becomes spectacular
On the exterior, the collaboration embraces its demonstrative nature. The traditional Bentley Green meets Joe & The Juice's signature pink. The vehicle also receives a graphic identity combining the codes of both brands.
The contrast is interesting because it avoids the common pitfall of overly conservative luxury collaborations. Bentley hasn't tried to absorb Joe & The Juice into its own aesthetic universe. The Danish brand's visual personality remains instantly recognizable.
Inside the trunk, the same theme continues: leather, green panels, and pink details adorn the coffee module. This consistency between bodywork, interior, and service transforms the vehicle into an instantly recognizable communication tool.
And in today's attention economy, this point is not insignificant. An exceptional car attracts attention. A pink and green Bentayga making espressos immediately tells a story.
The Bentayga, a particularly fitting setting for this experience
The choice of the Bentley Bentayga is not insignificant. The SUV naturally possesses the necessary volume to integrate a complex module into its trunk, but its relevance is also symbolic. Since its launch, the Bentayga has championed a concept of luxury grand touring capable of transcending the traditional boundaries of the sedan or coupe.
Comfort, travel, versatility, and personalization are central to its positioning. Bentley describes the Bentayga range today as a synthesis of performance, craftsmanship, and versatility. In its most personalized versions, the work on leathers, veneers, metal elements, and Mulliner configurations already transforms the interior into an extremely individualized space.
Installing a coffee bar in the trunk of your car ultimately takes this logic a step further: the vehicle no longer just transports its occupants and their luggage. It transports a service experience.
Mulliner: Personalization as a true laboratory of Bentley luxury
The involvement of Mulliner is one of the most interesting aspects of the project. Bentley's bespoke division is specifically tasked with pushing the boundaries of what a client or special project can demand from the brand. Specific colors, leathers, embroidery, veneers, decorative details: personalization is no longer simply a matter of selecting an option from a configurator.
In the most advanced programs, it becomes a form of special automotive ordering. The Joe & The Juice coffee bar perfectly illustrates this philosophy.
The technical challenge isn't simply fitting an espresso machine into a trunk. It requires integrating professional equipment into a car's architecture, planning its storage, respecting the available space, and maintaining a level of presentation consistent with Bentley's standards. The difficulty lies precisely in making complexity disappear. This principle is also found in the finest hotels and restaurants: behind a seamless experience often lies extremely rigorous logistics.
This is perhaps where the encounter between luxury automobiles and hospitality becomes most relevant.
From the car to the place of hospitality
For a very long time, automotive luxury was primarily defined by four pillars: design, performance, comfort, and exclusivity. A fifth is now gaining importance: brand experience.
Bentley is no longer just looking to display a car. The manufacturer is creating opportunities to spend time with its world.
At the London presentation of the Bentayga Joe & The Juice, customers, enthusiasts, and media gathered around the cars, coffee, juices, and conversation. The vehicle was thus simultaneously a product, a backdrop, and a service tool. This approach is very similar to that ofluxury hotels. In a palace, the value of a lobby lies not only in its marble or armchairs. It depends on what happens there: welcoming, serving, waiting, observing, and meeting. In this project, the Bentayga's trunk plays almost the same role on a miniature scale. It creates a gathering point.
Coffee is becoming a customer relationship tool
The choice of coffee also deserves attention. Compared to champagne or spirits, traditionally associated with automotive luxury, coffee has several advantages. It can be enjoyed at almost any time, fits easily into an automotive event, and evokes both daily ritual and artisanal craftsmanship.
It also possesses a remarkable sensory dimension: the sound of the mill, the aroma of freshly ground beans, steam, crema, the texture of the milk, the warmth of the cup. In other words, a few dozen seconds are enough to produce an experience encompassing sound, smell, touch, and taste. For a luxury brand, this sensory richness is extremely valuable.
The espresso then becomes less a product and more a pretext for prolonging the relationship. People no longer come just to look at the Bentley. They stay for a few minutes, order a coffee, chat with the staff, and take photos of the car.
Consumption creates time. And in abranded hospitality, time is one of the most valuable resources.
From London to international events
The first official appearance took place on September 27, 2025 at the Duke of London, a West London address known for its culture around classic cars and supercars.
Bentley then announced an international tour of the vehicle at events related to culture, lifestyle and design, with a ramp-up of the partnership in 2026.The project did not remain at the concept stage.
On February 2, 2026, Bentley confirmed the presence of the Joe & The Juice Bentayga at the FAT Ice Race in Zell am See, Austria. More than 250 VIP guests were welcomed in the area designed by Bentley, and the Bentayga, equipped with its espresso machine, served coffee to visitors in the paddock.
This second life is important for understanding the economic and marketing model of the collaboration. The Bentayga is not the final product. It is a brand activation platform that can be moved from one event to another.
When luxury cars borrow from the codes of gastronomy
Bentley is obviously not the only car brand to understand the power of gastronomy. Pop-up restaurants, branded cafes, collaborations with chefs, private tastings and hospitality spaces now regularly accompany premium car launches.
The reason is simple: experiential luxury works particularly well when it engages multiple senses and worlds. The automobile produces movement, design, materials, and sound.
Gastronomy brings taste, aroma, gesture, and conviviality. By combining these elements, a brand can create a much richer experience than with a static presentation. This evolution also aligns with that of experiential automotive retail, where showrooms are increasingly becoming destinations capable of hosting dining, events, culture, and community. Coffee is no longer simply a convenience offered to the customer while they wait for their advisor.
It becomes part of the concept.
Joe & The Juice, a coffee brand that became a lifestyle brand
Joe & The Juice's appeal also lies in its evolution. Founded in Copenhagen in 2002, the company no longer presents itself simply as a juice or coffee shop chain. It has developed a positioning that blends hospitality, music, design, fashion, wellness, and culture. In May 2026, Joe & The Juice surpassed 500 points of sale worldwide. A month later, during Paris Men's Fashion Week, the brand collaborated with the Danish label HELIOT EMIL at its store on Rue Marbeuf, creating an experience that combined design, coffee, and fashion culture.
These initiatives shed light on the rationale behind the partnership with Bentley. Joe & The Juice doesn't simply provide the beans and coffee expertise. The brand offers Bentley a connection to an urban, international, and more culturally diverse clientele. Bentley, for its part, provides Joe & The Juice with a spectacular platform for expression and an immediate association with automotive luxury, craftsmanship, and personalization.
This is precisely what makes the most effective contemporary collaborations work: each partner must open a door for the other that they would have more difficulty going through alone.
Is the car still the real product being sold?
The Bentley x Joe & The Juice Bentayga ultimately raises a broader question. In the luxury market, what are we really buying? A car, obviously. But also access to a world, a service, a community, and sometimes events that extend ownership far beyond the vehicle's delivery.
The physical product remains central, but it becomes the entry point to an experiential ecosystem. This transformation is already familiar in the hotel industry. A luxury hotel no longer simply sells a room: it sells a gourmet restaurant, a spa, concierge service, a destination, and a certain way of experiencing time. Luxury car manufacturers are gradually following the same path. The challenge then becomes moving from simple "marketing activation" to a genuine culture of hospitality. This is where the Bentayga becomes more than just a publicity stunt.
A collaboration particularly suited to social media
It is also difficult to ignore the visual dimension of the project.
The Bentley Green, the Joe & The Juice pink, the espresso machine popping out of the trunk, the coffee preparation, and the contrast between automotive mechanics and barista gestures provide ideal material for Instagram, TikTok, or short video formats. A traditional car launch sometimes requires several minutes of explanation.
Here, a photograph is enough. This ability to be immediately understood is a considerable asset in a saturated digital world.
The vehicle possesses what all brands are looking for: a simple idea to convey, yet sophisticated enough to generate multiple levels of interpretation. The general public sees a Bentley that makes coffee. The car enthusiast observes Mulliner's work. The luxury professional sees a collaborative strategy. The restaurateur sees a mobile service experience. The marketer sees an event platform that generates content.
Bentley and the shift from product luxury to lived luxury
The partnership between Bentley and Joe & The Juice ultimately illustrates a profound evolution in the sector: the value of luxury is gradually shifting from simple ownership to the ability to create memorable experiences. This does not mean that the product becomes secondary. On the contrary.
For the experience to work, the product must be strong enough to serve as the foundation for the narrative. But the product is no longer necessarily the final step.
The Bentayga has successively become a car, a design object, a coffee bar, an event backdrop, a social media platform, and a hospitality venue. It is this multiplicity of uses that makes the collaboration particularly contemporary. And it is probably also where part of the future of automotive luxury is taking shape.
What Bentley x Joe & The Juice says about the future of luxury
One might imagine that this type of operation paves the way for a proliferation of unusual features in luxury cars. That's probably not the main takeaway. The real issue isn't whether Bentley owners will demand an espresso machine in their trunk tomorrow. It's understanding that the interior and the automobile itself are becoming territories of hospitality.
Some customers will be looking for more comfort. Others will want entertainment, gastronomy, customized equipment, or solutions that allow them to adapt their vehicle to very specific uses.
For Mulliner and other ultra-high-end customization departments, this change opens up considerable new territory. Luxury is no longer just about choosing a rare color. It can now consist of inventing a use that didn't exist before.
FAQ: Everything you need to know about the Bentley x Joe & The Juice Bentayga
Can you buy the Bentley Joe & The Juice?
No. Bentley presents the vehicle as a unique Bentayga created to symbolize and accompany its global partnership with Joe & The Juice. It is not a limited edition available through the catalog.
What type of coffee machine is in the Bentley Bentayga?
Bentley has officially confirmed the presence of an espresso machine, a coffee grinder , and a refrigerator integrated into a custom-designed installation by Mulliner. The brand did not specify a particular model of the machine in its initial announcement.
Can you make coffee while the Bentayga is driving?
The installation is designed as a mobile coffee bar for events. The module unfolds when the Bentayga is parked and stows away in the trunk for transport.
When was the Bentley x Joe & The Juice partnership launched?
The first event took place on September 27, 2025 at the Duke of London. The official announcement of the partnership by Bentley Motors was published on September 29, 2025.
Was the Bentayga coffee bar actually used in 2026?
Yes. Bentley confirmed its presence at the FAT Ice Race in Zell am See in a press release published on February 2, 2026 : the vehicle was serving coffee to guests present in the Bentley paddock area.
Luxe Daily's opinion
With the Bentley x Joe & The Juice Bentayga, the most interesting aspect isn't the espresso machine itself, but what it represents. Bentley transforms the car into a stage for hospitality, while Joe & The Juice transforms coffee into a tool for community. Between the two, Mulliner provides the link through bespoke craftsmanship, materials, and meticulous execution.
The result is spectacular without being gratuitous: every detail serves a strategy where coffee, automobiles, design, and customer experience converge. At a time when luxury seeks less to impress through accumulation than to create memorable moments, preparing an espresso from the trunk of a Bentayga might be far more serious than it seems.
Official French sources
- Bentley Newsroom France – “From Crewe to Copenhagen; Bentley and Joe & The Juice celebrate coffee, culture and craftsmanship”, September 29, 2025. Official Bentley source confirming the partnership, the unique Bentayga, the Mulliner installation and the launch on September 27, 2025.
- Bentley Newsroom France – official Bentayga dossier. Official presentation of the range, its design in Crewe and the luxury, technology and personalization positioning of the SUV.
- Bentley Motors France / Bentley Mougins – official Bentley and Bentayga EWB Mulliner range. French source for the Bentley network presenting Bentayga models and the world of Mulliner personalization.
