Diageo is set to roll out a US marketing campaign for its Buchanan’s whisky brand in anticipation of the brand owner’s upcoming tie-up with next year’s FIFA World Cup.
The blended scotch has partnered with Argentine-American soccer commentator Andrés Cantor to launch ‘Buchamión’ – a mobile truck with 16 speakers that will play a custom-recorded chant by the pundit. The vehicle has appeared in New York and will head to Mexico City before returning for events across five FIFA World Cup 2026 US host cities – Miami, Los Angeles, Houston, Dallas and Chicago.
The campaign also includes a contest where seven participants with “the best goal celebration dances” can win up to four tickets to a group stage match at the soccer tournament and a US$6,500 e-gift card. The contest is open to consumers in the US until the end of February.
The FIFA World Cup 2026, which will be held in Canada, Mexico and the US, commences on 11 June and runs until 19 July.
Last month, Diageo recruited Puerto Rican singer Rauw Alejandro for a digital-first marketing move for Buchanan’s.
