Buchanan's Blended Scotch Whisky just launched Green Seal with Latin GRAMMY Award-winning superstar Rauw Alejandro as the face of the campaign. The new luxury expression targets "200%ers," a generation blending Hispanic and American culture into their celebrations, and Rauw's 30-second spot captured exactly that energy.

Filmed in Puerto Rico and created with Rauw's creative team ABSNT, the video showed the artist transforming an ordinary bar into a high-energy celebration. He ignited the rhythm with Buchanan's Green Seal before climbing onto the bar with his signature moves while "FALSEDAD" from his latest album 'Cosa Nuestra: Capítulo 0' played in the background. The Puerto Rico location tied the campaign back to Rauw's roots while introducing the whisky designed specifically for moments like these.

The collaboration came as Rauw continued his 'Cosa Nuestra' World Tour, making the partnership feel like a natural extension of his current artistic era rather than a disconnected endorsement. By working directly with his creative team, the campaign maintained authenticity that resonates with his global fanbase.

A Whisky Built for Real Celebrations

Green Seal uses a never-before-released Glen Elgin single malt and innovative wine yeast, creating a flavor profile that stands apart from other Buchanan's expressions. The whisky features tropical fruit and spiced notes 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.

The brand recommends drinking it neat, on the rocks, or with a splash of coconut water. It's positioned for three specific occasions: nights out at the club, sobremesa with family, and milestone celebrations. That versatility matches how the "200%ers" generation actually celebrates, moving between high-energy nightlife and intimate family gatherings.

"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."

Design and Cultural Messaging

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

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

The Rauw Alejandro campaign bridges music and luxury by incorporating his performance style with Buchanan's positioning around "ritmo latino." The bar setting and energetic choreography matched the brand's messaging about amplifying celebrations with close friends and family. By featuring "FALSEDAD" and Rauw's signature moves, the campaign felt less like traditional spirits marketing and more like a cultural statement about how younger generations define luxury through their bicultural identity.

This fall, Buchanan's rolled out social content, digital campaigns, events, and celebrations placing 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.

Available Now at $99.99

Green Seal is a permanent addition to the Buchanan's portfolio with 40% ABV, available for purchase by those 21 and older online at ReserveBar.com and at fine spirits retailers nationwide. The $99.99 suggested retail price positions it as accessible premium whisky, perfect for the milestone celebrations and family gatherings the brand is targeting without reaching ultra-luxury pricing.