Buchanan’s Whisky x Rauw Alejandro: Asados Unidos
The collaborative campaign celebrates the harmony of music, food, and drinks while also showcasing diverse cultural traditions.
Image Courtesy of Buchanan’s Whisky and Hunter PR
Buchanan’s Scotch Whisky is more than a spirit; it’s a drink that brings together diverse cultures and traditions, particularly among Latinos and Caribbean people. This June, Buchanan’s continues their 200% Pledge, celebrating those who are 100% Hispanic and 100% American, with their newest collaboration with Puerto Rican icon Rauw Alejandro.
Asados Unidos explores the harmony of food, music, and drinks. Throughout this campaign, Alejandro asks, “¿Quién tiene el mejor asado?” In a four-part video series, Alejandro and his friends from Puerto Rico, Argentina, Colombia, and Mexico compare barbecue and grilling traditions across different cultures, debating subtle cultural differences while raising a glass to heritage, flavor, and orgullo. They discuss topics like what music makes the best companion to grilling, from Salsa, Merengue, Reggaeton, or Bomba.
There’s no better pair than a Buchanan’s cocktail and a homemade grilled meal, regardless of whether you call it a carne asada, parrillada, or asado. No matter the country or region, Latinos around the world always bring the sazón, bateria, and rhythm. Buchanan’s and Alejandro will continue the 200% grilling traditions debate at various local events, such as the epochal Toñita Fest in New York City.
Image Courtesy of Buchanan’s Whisky and Hunter PR
“Desde mi niñez, Parrilladas siempre han sido parte de mi cultura y mi gente,” Alejandro says. “Being the newest part of the Buchanan’s familia and participating in the Asados Unidos campaign is special because it celebrates something very important to me—the way we come together. Whether it’s called a barbecue, carne asada, parrillada, or asado, the heart is the same: sabor, música y comunidad. Stay tuned for what we’re cooking up next!”
This campaign features three signature paired drinks. The Rauw Fashioned reflects Alejandro’s Sicilian and Puerto Rican roots with the sweet richness of figs and the vibrant zest of oranges. The Buchanita is Buchanan’s emblem cocktail, with the tropical flavor of pineapple juice topped with a naturally vibrant foam. The Piña Spritz is a zesty go-to cocktail: Buchanan’s Pineapple, club soda, and coconut water with a chili-lime rim.
Image Courtesy of Buchanan’s Whisky and Hunter PR
“Rauw Alejandro’s artistic vision and message behind ‘Cosa Nuestra’ are perfectly aligned with what we’ve always aimed to do with Buchanan’s, and that is celebrate the vibrant duality and deep sense of community of 200%ers—those who are 100% Hispanic and 100% American,” says Linda Lagos-Morales, Brand Director, Buchanan’s Scotch Whisky. “This summer, Asados Unidos brings that spirit to life through the cultural cornerstone of the Asado—honoring the traditions, flavors, and friendly debates that unite us around the grill. With Rauw Alejandro joining the Buchanan’s familia, we’re excited to show that no matter what you call it, the pride, passion, and 200% spirit are what bring us together.”
Follow Buchanan’s Whisky to keep up with their continuous support for Latinos through collaborations, new drinks, and the 200% Pledge.
