• by Fern Siegel , 7 hours ago

Buchanan's blended Scotch whisky has enlisted Latin Grammy winner Rauw Alejandro to help celebrate FIFA's World Cup 2026.

The first piece of creative rolled out across North and Latin America. Developed by Gale, the campaign is now available across YouTube Shorts, Reddit, sports and lifestyle content, as well as Buchanan’s Whisky and Rauw Alejandro’s social channels. It will also run during the World Cup across TV and streaming platforms, on both English and Spanish-language channels. 

The initial push began last summer with a music-fueled mobile celebration, Bucham ión. It traveled across borders – from New York to Mexico City, visiting five U.S. World Cup host cities: Miami, Los Angeles, Houston, Dallas and Chicago.

The FIFA Fan Festival at participating host cities and stadiums will serve the Buchanita, the brand's signature cocktail.

Watch parties and social-media content will increase in the run-up to the event, which takes place June 11 to July 19, 2026. The World Cup will be jointly hosted by 16 cities — 11 in the United States, three in Mexico and two in Canada.

Felipe Ferreira, GALE group creative director, told Agency Daily: “We wanted Buchanan’s Scotch Whisky’s role as an Official Supporter in the Americas of the FIFA World Cup 2026 to represent Latinos passion toward the tournament. It’s an invitation to experience the FIFA World Cup 2026 the Latino way: loud, proud and unapologetic. Because just like Latino identity, fútbol was never meant to be silent.”