#USA #New York #Buchanan's Whisky #Rauw Alejandro #Asados Unidos

Buchanan's Whisky and Rauw Alejandro Unite for Asados Unidos Campaign

As summer approaches, Buchanan's Blended Scotch Whisky is excited to announce its latest campaign, Buchanan's Asados Unidos, in collaboration with global superstar Rauw Alejandro. This initiative seeks to celebrate the unique flavors and rhythms of Latin grilling culture, inviting food enthusiasts and music lovers alike to join the vibrant festivities.

The campaign launches to mark the beginning of the grilling season, encouraging 200%ers—a term that reflects the blend of Hispanic and American identities—to come together over delicious barbecues and spirited conversations about the best grilling techniques. As noted by Rauw Alejandro, a prominent figure in Latin music, “Barbecues have always been part of my culture. Being part of the Buchanan's family and participating in Asados Unidos is special because it celebrates how we unite.”

Savor the Flavor

Growing up, grilling has been a cherished tradition for many Hispanic families, where food and music intertwine. Buchanan's Asados Unidos emphasizes how no matter the name—whether carne asada, parrillada, or asado—what truly matters is the heart of the occasion, which is the camaraderie, flavor, and vibrant rhythms that animate our gatherings.

To visually celebrate this cultural bonding, the campaign features a dynamic series of four videos starring Rauw Alejandro along with friends from Puerto Rico, Argentina, Colombia, and Mexico. These short clips—each approximately 15 seconds long—capture the essence of how Latin communities come together to enjoy authentic flavors, family ties, and good humor. Audiences are treated to jovial discussions about which type of music best complements grilling—whether it's salsa, merengue, reggaetón, or bomba.

In partnership with GALE, the campaign represents Buchanan's commitment to acknowledge and honor the rich traditions that flavors their whisky, working in tandem with Rauw Alejandro to honor these heritage stories. The vibrant series aims not only to entertain but also to inspire fans to show off their own grilling skills this summer, suggesting that keeping one’s barbecue lively is part of a rich heritage.

Join the Debate

Buchanan's Asados Unidos is not just about food; it's about creating a dialogue surrounding grilling preferences. The campaign invites everyone aged 21 and older to join the conversation on social media via @BuchanansWhisky. Participants are encouraged to share their unique flavors, grilling techniques, and which Buchanan's cocktail pairs well with their grilling style.

Three Latin American master grillers have collaborated with Buchanan's to provide recipes that showcase the robust flavors of traditional grilling. For example, the Rauw Fashioned brings a twist to a classic cocktail with figs reflecting Rauw's Sicilian and Puerto Rican roots. Another refreshing option is the Buchanita, which combines Buchanan’s DeLuxe with fresh pineapple juice, perfect for summertime gatherings. The Piña Spritz, made with Buchanan’s Pineapple, sparkling water, and coconut water offers a light, refreshing drink to complement any summer barbecue.

Looking Ahead

Beyond the digital campaign, Buchanan’s will engage with local communities through events that capture the energy of the summer. From hosting bar celebrations at Rauw Alejandro's concert after-parties in cities like New York, Miami, and Los Angeles, to vibrant festivals such as Toñita Fest, the brand is excited to keep the grilling fervor and celebration alive.

As summer unfolds, Buchanan's Blended Scotch Whisky warmly invites everyone to gather around the grill, share recipes, enjoy great music, and celebrate diversity and flavor within the Latino community. This summer is all about bringing passion, culture, and the beloved traditions of grilling to the forefront—with a Buchanita in hand!

For more information on Buchanan's Asados Unidos campaign and the featured cocktails, visit BuchanansWhisky.com. Buchanan's whisky is available nationwide for approximately $29.99, promising a quality experience that unites spirits among friends and family.

About Buchanan's Whisky

Founded over 130 years ago by James Buchanan, Buchanan's Blended Scotch Whisky aims to bond individuals with dual identities—100% Hispanic and 100% American—celebrating life experiences that resonate with flavor and tradition. The Buchanan's portfolio includes award-winning blends recognized at prestigious liquor competitions.

About Rauw Alejandro

Rauw Alejandro, acclaimed for blending traditional and modern sounds within the reggaeton genre, is regarded as one of the leading figures in the Latin music industry. His artistic journey and collaborations with major artists have set a new standard in global music, making him a fitting partner for Buchanan's message of unity and cultural pride.