GALE and Buchanan’s, one of the most loved whisky brands in Latin America, have launched a new campaign, "Estamos en Familia," embracing the modern redefinition of the concept of family, emphasizing the bonds of chosen familias and the rich connections they foster.

Featuring the three-time Latin Grammy winner Bizarrap, "Estamos en Familia" marks the next chapter for Buchanan’s brand, which was developed in partnership with GALE as the lead agency. The new messaging and visuals embrace a Latin American modern flair, paying homage to the brand’s rich heritage while embracing a fresh and vibrant identity that appeals to today’s whisky drinker.

"Estamos en familia" includes a captivating 30-second hero film, prominently featuring “Morad: Bzrp Music Sessions, vol. 47” as its musical centerpiece, plus an extensive out-of-home initiative and digital and social extensions. The creative shows how Bizarrap gathers his chosen familia together on “Domingo familiar” – a day previously reserved for blood family only – with a bottle of Buchanan's to add vibrancy to the occasion. The campaign will come to life with an array of Buchanan’s-sponsored Bizarrap concerts to help gather chosen familias and celebrate their bonds.

“Buchanan’s is an iconic spirit ready to be embraced by the next generation of spirit drinkers,” said GALE Managing Director, Creative Josh Braithwaite. “We’re thrilled to have supported this brand transformation and introduce the new Buchanan’s through a campaign that celebrates the traditions of its consumers in Latin America and beyond.”

“Buchanan’s believes the more we gather around with our chosen familias, the richer life gets— that’s why we’re thrilled to partner with Bizarrap, a symbol of creativity and connection who embodies the Buchanan’s brand values and will help us champion chosen familias throughout Latin America and beyond," added Neil Shah, Global Brand Director Portfolio Scotch.

With "Estamos en Familia," Buchanan's reinforces its presence across various drinking occasions, from casual gatherings with friends to chosen family Sundays, ensuring that whether at home or out in the world, the iconic Buchanan's bottle is an integral part of these treasured moments.