Buchanan's Blended Scotch Whisky just launched Green Seal, a new luxury expression targeting what the brand calls "200%ers," a generation that blends Hispanic and American culture into their celebrations. The whisky features tropical fruit and spiced notes, designed to amplify high-energy gatherings with close friends and family.

Green Seal uses a never-before-released Glen Elgin single malt and an innovative wine yeast, creating a flavor profile that stands apart from other Buchanan's expressions. The result is a whisky with zesty citrus, milk chocolate, creamy vanilla, and warm wood spices, accented by hints of toffee and apricot jam from experimental stocks and American Oak Bourbon Casks.

Built for How People Actually Celebrate

The brand recommends drinking Green Seal neat, on the rocks, or with a splash of coconut water. It's positioned for three specific occasions: nights out at the club, sobremesa (lingering at the table after a meal) with family, and milestone celebrations.

"For years, Buchanan's has been celebrating Latin luxury and those creating it, and as that boldness and creativity continue to impact mass culture, we want to recognize the new class that continues defining and redefining luxury," says Linda Lagos-Morales, Brand Director at Buchanan's. "With Green Seal, we wanted to embrace the beat of Latin culture and create more than just a whisky, but a spark for the ritmo latino that pulses wherever and whenever our familia celebrates."

The focus on "ritmo" (rhythm) runs throughout the marketing, positioning the whisky as something that adds energy to gatherings rather than just a premium spirit to sip quietly.

The Design Speaks to Heritage and Movement

The bottle uses emerald-green glass with gold accents, maintaining Buchanan's recognizable aesthetic while evoking Latino cultural warmth. The circular emblem structure was inspired by the brand's historic seal and symbolizes the "inner circle" of 200%ers who embrace their cultures openly.

Craig Wallace, Master Blender at Buchanan's, notes that Green Seal has more subdued peatiness than other luxury variants in the portfolio. "It delivers a blended whisky with a delicate and approachable flavor, perfect for sharing with your inner circle," he said.

The design isn't just functional packaging. It's meant to make a statement on a bar cart, reflecting the energy of the people who drink it.

Marketing Centered on Cultural Moments

This fall, Buchanan's is rolling out social content, digital campaigns, events, and celebrations that place Green Seal at cultural moments where music and style intersect. The brand describes this as a "love letter to Latinidad," ensuring the expression shows up wherever rhythm and Latin luxury take center stage.

The approach goes beyond traditional spirits marketing. Instead of focusing solely on product features, Buchanan's is positioning Green Seal as part of a broader cultural conversation about how younger generations are redefining luxury through the lens of their bicultural identity.

Availability and Pricing

Green Seal is a permanent addition to the Buchanan's portfolio, not a limited release. It has 40% ABV and is available for purchase by those 21 and older online at ReserveBar.com and at fine spirits retailers nationwide. The suggested retail price is $99.99, positioning it in the premium whisky category without reaching ultra-luxury pricing.

The price point puts it within reach for consumers who want a special-occasion whisky but aren't shopping in the $200+ range, making it accessible for the milestone celebrations and family gatherings the brand is targeting.

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