Collaboration with London-based luxury car manufacturer is Joe & The Juice’s latest high-profile brand partnership and follows tie-ups with tennis star Novak Djokovic and US celebrity Paris Hilton
Joe & The Juice has announced a new global partnership with British luxury car manufacturer Bentley as part of an ongoing strategy focused on high-profile brand collaborations.
The two brands unveiled the partnership, which is set to officially launch in 2026, at a private event on 27 September 2025 at the Duke of London supercar hub in Brentford, UK.
To promote the collaboration, Bentley unveiled a co-branded Bentayga SUV featuring a mobile coffee bar equipped with an integrated grinder, espresso machine and fridge.
In a press release, Copenhagen-based Joe & The Juice and London-based Bentley said the vehicle, painted in each brand’s respective green and pink hues, will embark on an international tour of cultural, lifestyle and design events in the coming months to promote the upcoming global brand partnership.
“This partnership brings together two brands with a shared focus on quality and experience. 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,” said Kasper Garnell, Global Vice President of Brand, Joe & The Juice.
Founded in 2002, Joe & The Juice has increasingly tapped into high-profile brand partnerships in recent years to boost its profile in key international markets.
In July 2024, the coffee chain unveiled a new Protein Shake in collaboration with Australian tennis player Nick Kyrgios before uniting with American TV and media personality Paris Hilton three months later on an Iconic Tonic beverage with strawberries, pineapple, apple, pitaya powder, coconut water, and added collagen.
In the first half of 2025, Joe & The Juice doubled down on sports partnerships by launching a protein-powered steak sandwich in association with two-time NBA champion Kevin Durant in March before unveiling a brand ambassador partnership with Serbian tennis player Novak Djokovic the following June. The latter partnership saw Djokovic invest in Joe & The Juice and commit to developing brand awareness in Europe, with a focus on the Balkans.
Joe & The Juice currently operates 450 stores globally and has set a target to reach 1,000 stores globally by 2029. The operator turned equity positive in 2024 after reporting record DKK 2.8bn ($423.9m) revenues and a second consecutive year of positive operating profit – DKK 171.5m ($26m).
