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Buchanan’s Whisky Launches New “We Are the Spirit of the 200%” Campaign Starring SNL Comedian Marcello Hernandez And Diverse Cast

11 Nov 2023 by Jose Eledra in Celebrities, Cuisine, Decorating, Event, Fame, Films, General, Gift Guide, Home, Money, Products, Television

 Buchanan’s Blended Scotch Whisky has unveiled the newest iteration of its “We are the Spirit of the 200%” national advertising campaign that unites and honors 200%ers – those who identify as 100% Hispanic and 100% American – and the bolder, and more flavorful world they create. With Hispanic Americans often feeling like they’re ni de aquí, ni de allá or that they have to pick one side of their identity, the campaign raises a glass to those who embrace being de aquí y de allá , celebrating their unique cultural duality.

The new creative developed by award-winning advertising agency Crispin Porter Bogusky (CPB) is a dynamic mixed media fusion of :15 and :30 video spots and out-of-home takeovers that highlight the many ways 200%ers are putting a unique spin on their Hispanic heritage with their modern upbringing to create new traditions and reimagined ways of celebrating with others.

To represent the broad diversity within the 200% community, Buchanan’s brought together an influential cast of Hispanic American creatives and pioneers across the country to co-create and star in the campaign, ensuring every scene, voice over and creative detail was brought to life with authenticity. The series of original short films depicts a cast with unique stories, style and experiences showcasing there is no one right way to be a 200%er:

Marcello Hernández

  • Stand-up comedian Marcello Hernández from Miami with Cuban-Dominican roots has broken out as a cast member on “Saturday Night Live.”  His comedy often touches on topics many 200%ers experience, from familiar anecdotes about his mamáto his passion for fútbol and growing up bicultural.

    Kids of Immigrants Host a BBQ-Asada in Buchanan’s Whisky’s New _We Are the Spirit of the 200%_ Campaign

  • Kids of Immigrants, a brand, a cultural collective and movement based in Los Angeles co-founded by Daniel Buezo, Honduran-American CEO and Debbie Gonzales, Mexican-American Creative Director. With KOI they are celebrating their roots while hoping to inspire and foster a sense of unity among all individuals. At the heart of their mission lies the powerful message of “Spread Love” and “Support Your Friends,” which serves as a guiding principle for how they actively empower and uplift their communities.

    NuevaYorkinos’ for Buchanan’s Whisky’s New  We Are the Spirit of the 200%_ Holiday Campaign

  • NYC-based cultural archivists Djali Brown-Cepeda and Ricardo Castañeda of NuevaYorkinos, whose platform preserves Latino and Caribbean personal histories through submissions from the local community, celebrating the resiliency of immigrants in the U.S. through their stories and experiences.

    DJ VRYWVY Cheers to 200%ers

  • Music curator DJ VRYWVY who is a proud Mexican-born Dallas-based DJ and creator of VRYLATIN and VRYBILINGUAL parties that celebrate Latin culture and dual cultures, being a Mexican immigrant aimed at inspiring the next generation of DJs and creatives through music.

Inspired by Brooklyn-born Boricua writer Elisabet Velásquez’s poem “Can I be Puerto Rican?,” the :30 hero holiday film is centered around a diverse group of 200%ers of different backgrounds coming together for all 200% holiday occasions, showcasing the ways Hispanic Americans honor their homeland through different foods, music, clothes, and rituals to create new memories.

“This campaign is meant to honor the 200%ers across the U.S. who are always finding unique and authentic ways to make Buchanan’s Whisky a part of their celebrations,” said Josh Dean, Vice President of Buchanan’s Whisky North America. “That’s why we collaborated with our familia of 200% trailblazers to really showcase how diverse Hispanic Americans are and shining a light on these new traditions being created across communities.”

Beyond the advertising creative, Buchanan’s will host a series of events and giveback initiatives happening this holiday season across local communities rooted in food and nightlife, demonstrating the unique magic that’s conjured when 200%ers come together to share a meal with family and friends.

Family Cena, Vibra Buena 200% Dinner Series: Co-curated by local chefs and our familia of 200%ers, the local dinner series captures how each carries the unique customs of their heritage into modern-day festivities to create the ultimate 200% dinner experience.

200% Family Meal Giveback Program: As part of the Buchanan’s 200% Futuro Fund  the brand is partnering with local organizations like No Us Without You and Street Vendor Project to provide family meals to the many 200% bartenders, cooks and service-industry professionals who work behind the scenes to bring meals to our tables.

Noche Buena Holiday Contest: This holiday season, Buchanan’s Whisky invites fans to share their Noche Buena magic by submitting their festive feasts, cherished traditions, and heartwarming moments with friends and familia online for a chance to celebrate with Buchanan’s.

200% Food & Drink Content: The brand collaborated with Mexican-American bartenders Othón Nolasco and Damian Diaz of No Us Without You to create a series of locally-inspired holiday cocktails like the Horchata DeLuxe and the Piña Apple Cider for fans 21+ to pair with their favorite dishes this season.

Piña Apple Cider

INGREDIENTS
1.5 oz Buchanan’s Pineapple
4 oz Apple Cider
1 hard dash Mole Bitter
NO US WITHOUT YOU’S APPLE CIDER (Or Buy Your Favorite Brand)
12 Apples (4 Each of Red, Pink, Gold + Green Varieties), Quartered with Peel On
2 Orange, Quartered with Peel On
2 Cinnamon Sticks
2 tbsp Fresh Ginger Root (About 2 Inches), sliced.
Add all ingredients to an 8–10-quart sized pot and simmer on low heat for 2 hrs.
Strain solids and add maple syrup to desired sweetness.
Refrigerated, cider will keep for one week.
 GARNISH
Cinnamon stick placed on rim of glass.
OR
Three thinly sliced apples arranged in a fan dusted with cinnamon/sugar (to prepare
garnishes ahead simply quarter a red or pink apple, remove core, and thinly slice.
Mix a big pinch of cinnamon in 2 ounces of granulated sugar and dust the slices
before arranging them fanned out on a cocktail pick).

INSTRUCTIONS
1. Add all ingredients to shaker tin, add ice and hard shake until properly chilled.
2. Serving options
a. Hot: To serve hot add ingredients into an oversized coffee mug and microwave on medium high for 60 seconds. Serve in insulated glass mug.
b. Cold: To serve cold add all ingredients to shaker tin, add ice and hard shake until properly chilled. Strain shaker into a highball glass with ice cubes.

Horchata DeLuxe
INGREDIENTS
• 1.5 oz Buchanan’s 12-Year-Old DeLuxe Blended Scotch Whisky
• 6 oz Horchata
o HORCHATA (Or Buy Your Favorite Brand)
▪ 4 cups Jasmine Rice
▪ 3 Mexican Cinnamon Sticks
▪ 1 cup of Slivered Almonds
▪ 8 cups of Hot Water to Soak the Rice
▪ 8 cups of Water
▪ 1 cup Cane Sugar
▪ 2 teaspoons Vanilla Extract
▪ 2 drops Almond Extract
▪ 1 cup Oat Milk or Evaporated Milk
▪ Ice Cubes to Serve
o GARNISH
▪ Pinch of Cinnamon

INSTRUCTIONS
1. In large container let jasmine rice, slivered almonds and cinnamon soak overnight with 8 cups water.
2. Add Horchata recipe ingredients into blender.
3. Blend mixture until it becomes a smooth paste.
4. Strain through cheesecloth (or fine strainer) into a pitcher.
5. Add remaining ingredients to the pitcher.
6. Stir (until sugar is dissolved) and add ice for chilling.
7. Add ice into a glass and pour 6 oz of horchata and 1.25 oz of Buchanan’s DeLuxe.
8. Give it a quick stir, garnish with a pinch of cinnamon and enjoy!

Whether you’re gifting your loved ones or mixing up cocktails, there’s a Buchanan’s option for everyone. Order your bottle today and get delivered to your door via Drizly.com.

Stay up to date with the latest news, whisky cocktails and exciting social content by following the conversation at @BuchanansUS on Facebook, @BuchanansWhisky on Instagram and @BuchanansUSA on Twitter.
For additional on Buchanan’s Whisky  visit www.BuchanansWhisky.com.

 

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Jose Eledra

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