Buchanan's La Reunion
Buchanan’s Blended Scotch Whisky reunited friends, families, and communities with Buchanan’s La Reunión, a pop-up market experience that celebrated the vibrancy of local Hispanic culture while giving back to the neighborhoods that need it most.
Along with hosting community members at each event, Buchanan’s wanted to leverage local influencers and invite tastemakers to amplify the brand’s mission to unite and uplift the Hispanic voice in four key markets: New York, Los Angeles, Miami and Houston. To leave a lasting impact in Hispanic communities across the country, Buchanan’s La Reunión partnered with local charities in each city to feed food insecure neighborhoods and amplify the voices of those inspiring change. Buchanan’s invited their guests (21+) to also join the change by making it easy for them to give back through the brand's Pull up a S[eat] with Buchanan's initiative.
Locals enjoyed an experience that safely brought block-party vibes with interactive programming that highlighted the best in Hispanic culture. Guests danced and sang along to live music while enjoying signature Buchanan's cocktails, delicious food, and fun goodies from local businesses and FILA. To amplify La Reunión on brand social, we created a content series that brought in real life moments from the activation to consumer screens at home. Sebastian Robles, Fuego, Messiah, Coco and Breezy, Carlos Arroyo and DJ Bembona are some of the big names that attended the events. Buchanan’s La Reunión garnered 48 pieces of coverage with 42.5M+ earned media impressions to date across lifestyle, business and Hispanic media, reaching our core audience and expanding awareness in high-profile outlets like Thrillist, News Break, LAist, La Opinion, People en Español, and more. The events received social coverage with 850k+ earned social impressions to date reaching our core audience and expanding awareness in high-profile influencers and tastemakers like Feid, Angel “El Guru” Vera, AJ “El Kallejero” Ramos, Ayydé, and more.