Rauw Alejandro anchors a summer campaign from Buchanan’s Scotch Whisky that playfully pits against one another friends from Argentina, Mexico, Puerto Rico and Colombia in a great debate about which culture produces the best grilling experience.
The project speaks directly to the 200%ers, people who identify as 100% Hispanic and 100% American. The Asados Unidos campaign, which translates to United Roasts, is intended to portray what unifies the culture in spite of differences at the grill.
It’s a concept that pairs well with Grammy winner Alejandro’s No. 1 Billboard album “Cosa Nuestra,” which means “our thing.” Whether the globally diverse group of friends call the smoky beef carne asada (roasted meat), parrilladas (barbecue) or asado (roast) they’re together on the importance of sazon, seasoning, and the richness of the culture.
“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,” Alejandro said. “Whether it’s called a barbecue, carne asada, parrillada, or asado, the heart is the same: sabor, música y comunidad” – flavor, music and community.
The creative features 15 different sun-drenched videos of the friend group ribbing one another about the cultural differences in cooking, spices, and what music is best for grilling. They differ on the appeal of merengue, bomba and reggaeton. But they all agree that it’s Buchanan’s Whisky that brings the group together.
In addition to taking the asado debate to local events such as Toñita Fest in New York City, Buchanan’s has enlisted three Latin-American grillmasters to create recipes anchored in robust flavors for the best asado. The culinary roadmaps are designed to pair with one Buchanan’s signature cocktails.
The Rauw Fashioned, a derivation of the Old Fashioned, acknowledges Alejandro’s Puerto Rican heritage. It mixes citrusy orange zest, the deep sweetness of figs and Buchanan’s DeLuxe.
The Buchanita embraces summer elements adding fresh pineapple juice to Buchanan’s DeLuxe topped with foam, perhaps a nod to the playa.
Using just three ingredients, the Pina Spritz boasts tropical zestyness. It uses Buchanan’s Pineapple, coconut water and club soda encircled with a chili-lime rim.
“This summer, Asados Unidos brings that spirit (from Alejandro’s “Cosa Nuestra”) to life through the cultural cornerstone of the asado – honoring the traditions, flavors and friendly debates that unite us around the grill,” said
Rauw Alejandro anchors a summer campaign from Buchanan’s Scotch Whisky that playfully pits against one another friends from Argentina, Mexico, Puerto Rico and Colombia in a great debate about which culture offers the best seasoning to produce the best barbecue.
The project speaks directly to the 200%ers, people who identify as 100% Hispanic and 100% American. The Asados Unidos campaign, which translates to United Roasts, is intended to portray what unifies the culture in spite of differences at the grill.
It’s a concept that pairs well with Grammy winner Alejandro’s No. 1 Billboard album “Cosa Nuestra,” which means “our thing.” Whether the globally diverse group of friends, call the smoky beef carne asada (roasted meat), parrilladas (barbecue) or asado (roast) they’re together on the importance of sazon, seasoning, and the richness of the culture.
“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,” Alejandro said. “Whether it’s called a barbecue, carne asada, parrillada, or asado, the heart is the same: sabor, música y comunidad” – flavor, music and community.
The creative features 15 different sun-drenched videos of the friend group ribbing one another about the cultural differences cooking, spices, and even what music is best for grilling. They differ on the appeal of merengue, bomba and reggaeton. But they all agree that its Buchanan’s Whisky that brings the group together.
In addition to taking the asado debate to local events such as Toñita Fest in New York City, Buchanan’s has enlisted three Latin-American grillmasters to create recipes anchored in robust flavors for the best asado roast. The culinary roadmaps are designed to pair with one Buchanan’s signature cocktails.
The Rauw Fashioned, a derivation of the Old Fashioned, acknowledges Alejandro’s Puerto Rican heritage. It mixes citrusy orange zest, the deep sweetness of figs and Buchanan’s DeLuxe.
The Buchanita embraces summer elements adding fresh pineapple juice to Buchanan’s DeLuxe and vibrant foam, perhaps a nod to the playa.
Using just three ingredients, the Pina Spritz boasts tropical zestiness. It uses Buchanan’s Pineapple, coconut water and club soda encircled with a chili-lime rim.
“This summer, Asados Unidos brings that spirit (from Alejandro’s “Cosa Nuestra”) to life through the cultural cornerstone of the asado – honoring the traditions, flavors and friendly debates that unite us around the grill,” said Linda Lagos-Morales, brand director, Buchanan’s Scotch Whisky. “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.”
