Buchanan’s Blended Scotch Whisky is kicking off summer with its new Buchanan’s Asados Unidos campaign, teaming up with Latin GRAMMY® Award-winning and four-time GRAMMY®-nominated global superstar Rauw Alejandro. The campaign invites 200%ers—those who proudly embrace both their Hispanic and American identities—and Latinos everywhere to celebrate the flavors, music, and traditions that make their carne asadas, parrilladas, and barbecues so special.

Bringing Flavor and Music Together

Known for blending sounds and culture on global stages, Rauw Alejandro brings his own “sazón” to this campaign. Buchanan’s and Rauw celebrate the friendly grilling debate: Who really brings the best flavor to the grill? Whether you say carne asada, parrillada, or asado, Asados Unidos highlights how these gatherings are rich with rhythm, family, and community spirit. It’s about the food, the music, and the connection that happens around the grill.

A Four-Part Video Series Celebrates Latino Grill Culture

Developed by GALE, the campaign includes a lively video series featuring Rauw Alejandro and friends from Puerto Rico, Argentina, Colombia, and Mexico. Set against sunny backdrops, the videos capture how Latino families and friends come together to enjoy bold flavors, laughter, and playful debates—from salsa to merengue, reggaeton to bomba—as the soundtrack to their grilling traditions. The series will run across digital platforms throughout the summer.

Rauw Alejandro on What Asados Mean to Him

“Desde mi niñez, Parrilladas siempre han sido parte de mi cultura y mi gente,” Rauw shares. “Being part of Buchanan’s familia and the Asados Unidos campaign means celebrating something very close to me—how we come together. Whether it’s called a barbecue, carne asada, parrillada, or asado, it’s about sabor, música y comunidad. Stay tuned for what we’re cooking up next!”

Signature Cocktails to Match the Grill

To complement the grilling experience, Buchanan’s is introducing three summer-ready cocktails perfect for any asado:

• Rauw Fashioned: A bold blend of sweet figs and zesty oranges with Buchanan’s DeLuxe, reflecting Rauw’s Sicilian and Puerto Rican roots.
• Buchanita: Tropical and vibrant, made with Buchanan’s DeLuxe and fresh pineapple juice, topped with a lively foam.
• Piña Spritz: Light and crisp with Buchanan’s Pineapple, club soda, coconut water, and a chili-lime rim for a refreshing kick.

Connecting Communities Around the Table

Linda Lagos-Morales, Brand Director of Buchanan’s Scotch Whisky, explains that the campaign celebrates the spirit of 200%ers—people who live fully Hispanic and American lives. “Asados Unidos honors the traditions and debates that bring us together around the grill. With Rauw Alejandro joining the Buchanan’s familia, we’re proud to showcase how pride, passion, and culture unite us no matter what we call it.”

Events and Experiences

After Buchanan’s onstage debut during Rauw Alejandro’s Cosa Nuestra World Tour and after-parties in cities like Los Angeles, Miami, and New York City, the campaign will bring the asado celebration to lively local events such as Toñita Fest in New York. It’s a chance to join the conversation, taste the cocktails, and enjoy the music that fuels this summer’s grill culture.

About Buchanan’s Blended Scotch Whisky

Buchanan’s is a brand with over 130 years of heritage, created to unite people who embrace both their Hispanic and American identities—a true 200% life. Known for its high-quality blended Scotch whiskies, Buchanan’s portfolio includes award-winning labels such as Buchanan’s DeLuxe, Pineapple, Master, Special Reserve, and Red Seal. In 2025, Buchanan’s DeLuxe won Double Gold at the San Francisco World Spirits Competition and Gold in the International Spirit Competition. Buchanan’s is available nationwide and online at www.BuchanansWhisky.com.

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