Buchanan’s Scotch Whisky - A Case Study

Buchanan's Scotch Whisky

Made Buchanan's the fastest growing whisky in the US

Case Study

Challenge

How did Buchanan's — an immigrant Scotch whisky brand beloved by older Hispanic-Americans for over a century — become relevant to the new generation? This younger audience often feels pressured to choose between two identities: either embrace their Hispanic traditions, OR fully assimilate as Americans. So we decided to turn their duo identity crisis into a strength.

SOLUTION

Welcome to The 200% Mixtape by Buchanan's: a bicultural campaign that celebrates the strength of being 100% Hispanic and 100% American all at once. It's an explosion of music, art, food, language, and reimagined holiday traditions that shows the rich diversity of Hispanic Americans, all co-created with an influential cast — including SNL comedian Marcello Hernández, fashion collective Kids of Immigrants, breakout musician DJ VRYWVY, and filmmakers Nuevayorkinos.