Buchanan’s Whisky Kicks Off FIFA World Cup 2026™ Campaign with Rauw Alejandro

Buchanan’s Whisky is bringing music, culture, and fútbol together with the launch of its latest global campaign, kicking off the road to the FIFA World Cup 2026™ alongside Latin music star Rauw Alejandro.

Rooted in the energy and passion Latinos bring to the sport, the campaign celebrates fútbol as more than just a game—it’s a cultural moment that brings people together across borders. From Medellín to Mexico City to Miami and beyond, Buchanan’s is spotlighting the ritmo and community that define the World Cup experience.

The partnership continues Buchanan’s ongoing collaboration with Rauw Alejandro, a two-time Latin GRAMMY® winner and five-time GRAMMY® nominee, as well as a former fútbol player. The first creative, launched in early March, highlights the unapologetic passion and pride of Latino fútbol fans as the countdown to the tournament begins.

The campaign will extend beyond digital content with a series of fan-facing experiences and limited-edition releases. Highlights include a FIFA World Cup 2026™ Spirit Collection created in collaboration with Kids of Immigrants (KOI), featuring four collectible bottles inspired by the fields, streets, and stadiums where fútbol culture thrives.

Additional activations will include FIFA Fan Festival™ and in-stadium experiences in select host cities, where Buchanan’s signature serve, the Buchanita, will be available in collectible cups, as well as watch parties and social content designed to bring fans together and celebrate match-day rituals.