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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. 


Fastest growing scotch in the US


Scotch category share growth


Doubled annual growth with Hispanic-American scotch drinkers


Above benchmark ROI (highest in Buchanan’s history)

$4 million

Gain in volume spend from tequila


Scotch category share growth

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