October
In a vibrant celebration of dual cultural identities, Buchanan’s Scotch Whisky has kicked off its #ComoLoDigas campaign during Hispanic Heritage Month, honoring the diverse ways Latinos pronounce the brand name. The initiative, featuring Puerto Rican Chef Manolo López and a collective of visual artists, emphasizes the connection between language and community among “200%ers”—those who identify as 100% American and 100% Hispanic.
With pronunciations ranging from “Boo-cha-nas” to “Bucaná’,” the campaign showcases the rich tapestry of Hispanic culture and highlights the pride that consumers feel in their unique heritage. Linda Lagos-Morales, Buchanan’s Marketing Director, explained, “The unique ways that Hispanic Americans pronounce Buchanan’s reflects the diversity of 200%ers… no matter where you are or how you pronounce it, we all share the same 200% spirit.”
The campaign kicked off in New York City, where comedian Marcello Hernández hosted interviews with diverse Latino voices at the grand opening of Café Colmado, a new coffee shop by Chef López. Participants shared their personal takes on Buchanan’s and the vocabulary that defines their cultural experiences.
Miami will join the fun in October with the unveiling of a striking mural created by local artist D’ana Nuñez, alongside four other murals across the U.S. Each piece aims to capture the distinctive pronunciations and cultural influences of 200%ers in various cities.
Buchanan’s will also release engaging digital content throughout the month, encouraging fans to share their unique pronunciations using the hashtag #ComoLoDigas. Additionally, the brand invites everyone 21 and older to celebrate at home with cocktail recipes like the Piña Fizz and Buchanan’s La Familia.
With over 130 years of heritage, Buchanan’s stands as a symbol of unity for those living a 200% life. For more information, visit www.BuchanansWhisky.com.