Kasper Garnell is overseeing Joe & The Juice’s worldwide takeover and is fiercely passionate about the community ethos created by the brand. We caught up with him at the partnership launch event to find out more about his career, his motivations and what set the ball rolling on this exciting partnership.

The rich aroma of coffee filled the Duke of London in Brentford, as Bentley unveiled its new partnership with Danish lifestyle café chain Joe & The Juice. The launch event on Saturday 27 September invited guests to enjoy signature juices and coffees while exploring a specially created Bentayga fitted with an in-car barista machine to supply a steady stream of the good stuff.

How did your career with Joe & The Juice begin? What is it about the brand that you love?

I knew the founder Kaspar Basse from working out together in Copenhagen. At that time, it was still the very early days of the brand, and he invited me to come onboard to scale the business through a franchise model. Shortly thereafter, I got the opportunity to invest and become part of the founding group of guys, who would shape the brand over the following 20 years.

From the beginning, I knew there was something special about the culture in the company. It’s very difficult to pinpoint exactly what it was, but as challenging and stressful as it could be behind the bar, it never once felt like real work. I was hanging out with my best friends, listening to loud music, and serving products that I loved.

Joe & The Juice has evolved into a lifestyle brand. What does ‘lifestyle’ mean to you personally and how do you translate that into a global business strategy?

Lifestyle to me equals the values I have and the culture I associate myself with. To be a lifestyle brand these days means staying culturally relevant for the audience you want to connect with. We never considered ourselves a food and beverage brand. We never focused on product, but on the energetic and personal experience we provided our guests. That’s why we had the same menu for over 15 years. Of course, things can’t stay the same forever, but at the core of our brand strategy is still authentic partnerships, community activations and unmistakable visual identity.

What is the origin of the partnership with Bentley? How do the brands align, and what do you admire about the brand?

A key component of both brands is the experience. At Bentley, the unparalleled level of bespoke craftsmanship, down to personalized stitch patterns on the leather seats, is done by fiercely dedicated engineers. Visiting the factory in Crewe inspired me beyond belief.

At Joe & The Juice, we don’t cut corners when serving our coffee. Instead, we train our baristas to understand how components like roast profiles, humidity, expiration dates and nutrient levels in the water can affect the final product, and how to adjust for that. Pulling an amazing shot of espresso or serving a perfect Flat White is a skill, and it’s not an easy one.

Our shared appreciation of craftsmanship, community and great coffee sparked the idea to collaborate and bring the best of both brands to life through a bespoke pink Bentley Bentayga with a built-in La Marzocco espresso machine in the trunk. Because… honestly, why not? Let’s take this partnership on the road and serve incredible, speciality coffee in the most extraordinary coffee truck ever made.

If you could have any Bentley, which model would it be – and what color or special features would you choose?

The Bentayga from the 2023 Bentley Speed Edition 12 limited edition series stands out because of everything we just mentioned. From the history of the W12 engine to the special interior and unique Opalite paint color, this car is just so special.

If you could only choose three juice ingredients to represent your personality, what would they be, and why?

Ginger, lemon and cucumber. I can’t go into more detail here if I want to keep my job!