A new flavored spirit — Buchanan's Pineapple — has debuted, adding the taste of pineapple, coupled with caramel and vanilla notes, to enhance the craft cocktail experience.
The latest whisky from the House of Buchanan’s is also kicking off a digital campaign, “It’s Piña,” comprised of social and paid media. It is live on Facebook, Twitter, Instagram and YouTube.
Celebrating a tropical state of mind, the integrated campaign features original music by Venezuela-Dominican producer Napoles.
Buchanan’s is one of Diageo’s brands, which also includes Johnnie Walker, Tanqueray, Crown Royal and Ketel One, among others.
Various Diageo agencies are involved in launching a product, including Crispin Porter Bogusky for creative, Hunter for social media/PR, PHD Media for paid media, Starpower for talent and influencer marketing, and NVE Experience Agency for experiential marketing.
Buchanan’s popularity in the Hispanic American community resulted in the Buchanita, "which helped inspire us to create this new blended whisky flavor,” says Joyce He, director of Buchanan's Whisky. "With Buchanan’s Pineapple, we are combining one of the most beloved flavors in Hispanic culture with the same distinct smoothness from the House of Buchanan’s people have enjoyed for more than 130 years."
Buchanan’s encourages fans to responsibly embrace the piña via easy-to-make cocktails such as the Piña Fizz and Bucha Colada.