• by Fern Siegel , Yesterday

Buchanan’s is heating up summer.

The new “Asados Unidos” barbecue campaign is loaded with sazón (seasoning) and rhythm. The blended Scotch whisky focuses on grilling as a way to enjoy Buchanan's cocktails.

Partnering with Latin Grammy winner Rauw Alejandro, the four-part video series features the singer and friends from Puerto Rico, Argentina, Colombia and Mexico teasing each other about subtle cultural differences — such as the best musical companion to grilling: salsa, merengue, reggaeton or bomba.

The creative by Gale is running across streamers, including Discovery Hispanic, CBS, Paramount+ and Viacom. The campaign also runs on Reddit, sites such as Telemundo, Tastemade, Food & Wine and Bon Appétit, as well as Facebook and Instagram.

“With this campaign, we’re speaking directly to our 200%ers — those who are 100% Latino and 100% American. Buchanan’s has long been a part of their celebrations, from backyard asados to fútbol watch parties, where culture, connection and pride come together,” Linda Lagos-Morales, brand director, Buchanan's Scotch Whisky, told Agency Daily.

“We were inspired by how this audience proudly showcases their roots — especially during cookouts — so we tapped into their friendly, competitive spirit by asking, ‘Who’s the best on the grill?’ Alejandro brings that energy to life. He embodies the bold fusion of tradition and innovation that defines 200%ers and pushes Latin culture forward in a way that’s vibrant, authentic and true to our brand,” she added.

Buchanan’s also asked three Latin-American grill masters to create recipes showcasing the rich flavors and culture of the ultimate asado paired with Buchanan’s signature cocktails: The Rauw Fashioned, Buchanita and Piña Spritz.Fans can follow @Buchananswhisky or learn to make one of the signature cocktails at www.BuchanansWhisky.com.

In 2025, Buchanan’s DeLuxe Blended Scotch Whisky won Double Gold at the San Francisco World Spirits Competition and Gold in the International Spirit Competition.

Buchanan’s is owned by Diageo.