Diageo’s Buchanan’s blended scotch brand can boast an appearance in the latest music video from Rauw Alejandro, released in time for this summer’s 2026 FIFA World Cup.
The Spanish-language song, ‘Dando Vueltas’ (below), aims to highlight the “Latino futbol experience” and is available to stream on Amazon Music, Apple Music, Spotify and YouTube. Buchanan’s tie-up with the Puerto Rican singer-songwriter also includes “a series of” social-media content.
The release of the track follows Diageo’s marketing tie up with Alejandro last year, which saw the Grammy award-winning artist appear in a four-part video series for the blended scotch.
Buchanan’s holds ‘official spirits supporter in the Americas’ status with this year’s FIFA World Cup, which will kick off in North America on 11 June. Prior to the tournament, Diageo is also releasing a limited-edition bottle collection and branded “in-culture celebrations across the Americas”, and has created signature serves that will be available to buy at stadiums hosting matches.
This is not the first time Diageo has targeted Latino consumers with Buchanan’s activations. In 2023, the group’s North America unit created a campaign themed around US-Hispanic identity.
The brand owner signed a deal with FIFA almost exactly a year ago for this summer’s World Cup, with five of its brands – Casamigos, Don Julio, Buchanan’s, Johnnie Walker and Smirnoff – lined up to be associated with the tournament.
