This first campaign marks the start of an exciting new relationship between Buchanan’s and Rauw, kicking off the summer with vibrant content, bold flavors, and unique IRL moments that unite 200%ers over music, cocktails, and the ultimate grilling debate: Who brings the best flavor on the grill?
Buchanan’s Blended Scotch Whisky is heating up the grill with the launch of its new creative campaign, Buchanan’s Asados Unidos, inviting 200%ers and Latinos from all over to join the brand in celebrating the summer rhythm and flavor that make their carne asadas, parrilladas and barbecues so distinct and delicious. Together with Latin GRAMMY® Award-winning and 4x GRAMMY®-nominated global superstar Rauw Alejandro, Buchanan’s is sparking up a flavorful cultural debate to determine who has the best asado.
Known for fusing sounds and bringing his own sazón to stages worldwide, Rauw is joining Buchanan’s longstanding celebration and support of Latin Music – inspiring 200%ers to proudly share the rhythm and flavors that make their asados so unique, while proving that Buchanan’s is the spirit that brings us all together at the table despite our differences on the grill.
Whether you call it a carne asada, parrillada, or asado, the Buchanan’s Asados Unidos campaign agrees that this Hispanic occasion has more sazón, bateria, and rhythm than others, so bring your flavorful traditions, energy, and beats to the grill this summer while enjoying a Buchanita cocktail.
The new creative, developed by GALE rooted in the same embrace of culture and customs that inspired Rauw’s latest No. 1 album and current Cosa Nuestra Tour, comes to life through a dynamic four-part video series featuring Rauw Alejandro and friends from Puerto Rico, Argentina, Colombia, and Mexico. Set against sunny backdrops, the series captures the real-life ways Latinos come together to enjoy bold flavors, family and friendship as the group grills, laughs and playfully tease one another over subtle cultural differences – like what music makes the best companion to grilling from Salsa, Merengue, Reggaeton or Bomba. Launching across digital platforms throughout the summer, the :15 video spots celebrate the distinct flavors and rhythm of 200% grilling traditions.
“Desde mi niñez, Parrilladas siempre han sido parte de mi cultura y mi gente,” says global superstar Rauw Alejandro. “Being the newest part of the Buchanan’s familia and participating in the Asados Unidos campaign is special because it celebrates something very important to me – the way we come together. Whether it’s called a barbecue, carne asada, parrillada, or asado, the heart is the same: sabor, música y comunidad. Stay tuned for what we’re cooking up next!”
“Rauw Alejandro’s artistic vision and message behind ‘Cosa Nuestra’ are perfectly aligned with what we’ve always aimed to do with Buchanan’s, and that is celebrate the vibrant duality and deep sense of community of 200%ers—those who are 100% Hispanic and 100% American,” says Linda Lagos-Morales, Brand Director, Buchanan’s Scotch Whisky. “This summer, Asados Unidos brings that spirit to life through the cultural cornerstone of the Asado—honoring the traditions, flavors and friendly debates that unite us around the grill. With Rauw Alejandro joining the Buchanan’s familia, we’re excited to show that no matter what you call it, the pride, passion and 200% spirit are what bring us together.”
Following Buchanan’s onstage bar debut during the groundbreaking U.S. leg of Rauw’s acclaimed Cosa Nuestra World Tour and after party presence in Los Angeles, Miami, NYC, Chicago and Houston, Buchanan’s is bringing the asado debate to high-energy local events such as Toñita Fest in New York City.
To inspire 200%ers elevate their asados this summer, Buchanan’s is also partnering with three Latin-American grillmasters to create recipes showcasing the rich flavors and culture of the ultimate asado deliciously paired with one of the Buchanan’s signature cocktails below, making it the go-to grilling companion of the season.
- Rauw Fashioned – A take on the traditional cocktail blending the sweet richness of figs with the vibrant zest of oranges, reflecting Rauw’s Sicilian and Puerto Rican roots in one bold, flavorful cocktail with Buchanan’s DeLuxe.
- Buchanita – The brand’s iconic serve bursts with tropical flavor and is topped with a naturally vibrant foam, it is a tribute to summer grilling and 200% flair in a glass with just Buchanan’s DeLuxe and Fresh Pineapple Juice.
- Piña Spritz – This light, crisp, and full of tropical zest cocktail is the perfect summer-ready sip with just three simple ingredients: Buchanan’s Pineapple, Club Soda and Coconut Water with a chili-lime rim.
Buchanan’s Blended Scotch Whisky and Rauw Alejandro invite those who are 21+ to join the Asados Unidos debate by following @Buchananswhisky and continue the asado season throughout the summer by making one of the signature cocktails, which can be found at www.BuchanansWhisky.com. Buchanan’s Whisky is available for purchase online and in retail stores nationwide wherever fine spirits are sold, at a retail price of $29.99.