Diageo has added a second flavour to its Buchanan’s blended scotch whisky portfolio, recruiting Nuyorican (Puerto Rico born, New York residing) DJ duo Nina Sky to appear in the new coconut extension’s marketing.
Buchanan’s Coconut joins Pineapple in the brand’s stable on a permanent basis. Debuting this week across the US off-premise channel and online for domestic delivery, the 35%-ABV SKU carries an SKU of US$29.99 per 75cl bottle.
To mark the launch, Diageo is running a campaign in the country, centred around an ad (below) featuring the twin sisters DJing on the street from a frutero cart. The soundtrack, ‘Coco Sí’ is an original piece of music that “serves as the campaign’s sonic signature”.
Details of where the ad will air were not disclosed.
“Summer is a feeling we all want to hold onto,” said Buchanan’s brand director, Linda Lagos Morales. “With the launch of Buchanan’s Coconut, we saw an opportunity to extend that feeling beyond a single season.
“Buchanan’s has long been part of the way Latino communities come together and celebrate, and mixing tropical flavours with Buchanan’s DeLuxe has naturally become part of that story. With Buchanan’s Coconut, we saw an opportunity to … build on that history in a way that feels both familiar and fresh.”
Prior to the summer’s FIFA World Cup, which Diageo was the ‘official spirits supporter’ of in the Americas, Buchanan’s ran an online ‘Latino futbol’-themed push, featuring Puerto Rican singer-songwriter Rauw Alejandro.
