Buchanan's
How do you turn “your dad’s whisky” into the spirit for the next generation?
Buchanan's is a whisky born in Scotland, but loved throughout Latin America for over a century. In other words, the brand was going through an identity crisis and becoming increasingly obsolete with younger Hispanic-American drinkers.
We transformed the brand into the fastest growing scotch in America by flipping this identity struggle into a platform that celebrates the strength that comes from dual identity and connecting Buchanan’s with the fastest growing demographic in the US.
To celebrate this generational strength, we first gave it a name. The Spirit of the 200% brand platform celebrates a new generation who proudly embrace their full 200% selves –100% Hispanic + 100% American. This integrated cultural program launched through TV, extended through digital video, amplified by a “familia” of influential 200%ers through content, collaborations and events, and localized through OOH and digital display in key markets.
Then we shook up the category with the launch of a new, flavored product, Buchanan’s Pineapple, inspired by how real 200%ers were mixing Buchanan’s with pineapple juice.
On top of all this, we pledged $1M to small businesses and nonprofits to help fuel the future of the 200% community.
#1
Fastest growing scotch in the US
+187bps
Scotch category share growth
+6pts
Doubled annual growth with Hispanic-American scotch drinkers
+47%
Above benchmark ROI (highest in Buchanan’s history)
$4 million
Gain in volume spend from tequila
7+
Scotch category share growth
Buchanan's
How do you turn “Your Dad’s Whisky” into the spirit for the next generation?
Buchanan's is a whisky born in Scotland, but loved throughout Latin America for over a century. In other words, the brand was going through an identity crisis and becoming increasingly obsolete with younger Hispanic-American drinkers.
We transformed the brand into the fastest growing scotch in America by flipping this identity struggle into a platform that celebrates the strength that comes from dual identity and connecting Buchanan’s with the fastest growing demographic in the US.
To celebrate this generational strength, we first gave it a name. The Spirit of the 200% brand platform celebrates a new generation who proudly embrace their full 200% selves –100% Hispanic + 100% American. This integrated cultural program launched through TV, extended through digital video, amplified by a “familia” of influential 200%ers through content, collaborations and events, and localized through OOH and digital display in key markets.
Then we shook up the category with the launch of a new, flavored product, Buchanan’s Pineapple, inspired by how real 200%ers were mixing Buchanan’s with pineapple juice.
On top of all this, we pledged $1M to small businesses and nonprofits to help fuel the future of the 200% community.
#1
Fastest growing scotch in the US
+187bps
Scotch category share growth
6+pts
Doubled annual growth with Hispanic-American scotch drinkers
+47%
Above benchmark ROI (highest in Buchanan’s history)
$4 million
Gain in volume spend from tequila
7+
US Latino communities represented within the project team