• by Fern Siegel , August 12, 2024

Soccer is hot in the U.S., but fans in Austin, Texas, are particularly passionate about their team.

Buchanan’s Whisky, the official Scotch whisky of Austin FC, has taken note.

The “Give it 200%” campaign features local artist Marcos Morales as he engages with the community to create a tifo, a visual display that supports the home club in their stadium.

The work underscores how Austin FC fans back their team 200%, while embracing their Hispanic American culture.

The spot, with 6-, 15- and 30- second iterations, was created by Gale and runs on Vix and @Buchananswhisky on Instagram. More creative will launch on social media in the coming weeks. Starting August 19, an OOH element will appear on Austin pedicabs and local trains.

Linda Lagos Morales, director of Buchanan's Whisky said: “With this film, Buchanan’s Whisky aims to offer Hispanic American soccer fans a spirit that matches their own. One that celebrates duality in culture, shows up with passion and always gives it 200%.”

Consumer events are also planned for late August and September to celebrate Austin FC’s passionate soccer fans.

The first Buchanan's blend was produced in Scotland in 1884. It is now owned by Diageo. Liquor.com noted in 2022 that Buchanan’s 12-year-old DeLuxe scotch is a "venerable blended scotch with a low profile, though it scores rather high in the quality department." It has a “cool under-the-radar vibe to appeal to whiskyphiles."