Buchanan’s Scotch whisky pushes harder into US Latino consumer market

By Mary Ellen Shoup

- Last updated on GMT

Buchanan's continues to place emphasis on targeting its Latino consumer base with new nationwide campaign.
Buchanan's continues to place emphasis on targeting its Latino consumer base with new nationwide campaign.

Related tags Scotch whisky Drink

Diageo Scotch whisky brand Buchanan’s has launched a new national marketing campaign named “Es Nuestro Momento,” targeting Latino consumers, who have significantly contributed to the company’s growth in the US.

The campaign aims to empower a new generation of Latinos with the message that their community’s cultural pride is key to unlocking “true greatness,”​ the company said.

It was recently aired on Telemundo and CNN. It will continue to be promoted through out-of-home advertising, television spots, digital ads, with dedicated responsible drinking creative, social media, and a consumer contest launching in 2017.

"Buchanan's has deep roots in the Latino community, going back generations and transcending borders,"​ said Tara King, brand manager for Buchanan's.

"At a time when cultural appreciation has never been more significant, we hope our campaign inspires a new generation of whisky fans to take pride in their heritage, and to embrace this pride as a key to achieving greatness."

Latino consumers crucial to US alcohol sales

Buchanan’s continued focus on the Latino community, especially its “next generation,”​ is a reflection of the demographic rising influence. 

US Latinos of legal drinking age will climb to nearly one-quarter of the country’s general population by 2045, according to Technomic Inc.

"Hispanics are an extremely important demographic group for the adult beverage industry, and many of their preferences and purchase habits are different from the general population,"​ said Donna Hood Crecca, senior director at Technomic, in a statement.

“They enjoy adult beverages frequently but consume more drinks and spend more per occasion than the general population, whether at a restaurant or bar or at home."

Partnership with Grammy-winning artist

The emphasis the Latino community places on cultural expression through music was a focal point of the campaign. Buchanan’s partnered with Grammy-winning artist J Balvin who is considered a “vocal advocate of Latino culture,” ​the company said.

Balvin has composed a song titled “Es Nuestro Momento,”​ to be released in early 2017.

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