The Buchanan’s Legacy – from 1884 to the FIFA World Cup 2026™

When James Buchanan founded his whisky company in 1884, he was guided by a clear belief: whisky was at its best when it brought people together. His ambition was not only to craft a high-quality blend, but to create one that could be enjoyed widely and shared easily. Now, it is the second largest Scotch brand across the Americas.

FIFA World Cup 2026™

The partnership with the FIFA World Cup 2026^™ as an Official Spirts Supporter in the Americas is a culmination of Buchanan’s community ethos and sense of welcoming. The brand reflects cultural pride and shared rituals, making sporting celebrations warmer, prouder and bolder. This campaign will connect 'chosen familias' across communities – from Medellín to Mexico City, Miami and beyond – and place Buchanan’s at the heart of the shared moments.

From the beginning

James Buchanan was an instinctive entrepreneur, with a sharp eye for opportunity and a deep understanding of people. Having started his career in shipping and emigrating to London, he believed that whisky should travel beyond its place of origin and find meaning in the lives of those who enjoyed it. That thinking shaped his approach from the very beginning, influencing how he crafted his blend, built his business and imagined its future.

Travelling to the Americas, Buchanan realised that flavour preferences differed from home. Unlike other Scotch whisky brands that saw distant markets as extensions of Scotland, he spotted an opportunity to do something different and developed a Scotch with a uniquely smooth, light and refined blend that would appeal in new places and to new groups of people. It was this approach that led to the drink becoming a household name in both Latin and North America.

Wanting to visually display this sense of connection and family, Buchanan’s original bottle design was inspired by the selfless act of sharing water canteens between British soldiers during times of conflict. This enduring design, combined with the coat of arms and Red Seal on the bottle, highlights Buchanan’s commitment to quality and standing the test of time.

Flavour innovation

Despite its clear roots in tradition, Buchanan’s continues to innovate and evolve with its consumers. In 2023, the brand launched Buchanan’s Pineapple in response to a growing cultural trend, where Latino communities had discovered that pineapple and whisky were a perfect flavour pairing. Following this, it has now developed the Buchanita (Buchanan’s mixed with pineapple juice) as its signature serve at this year’s FIFA World Cup 2026^™.

The Buchanita is a reflection of heritage and community, and became a hit across North and South America. It reflects how a historic Scottish whisky can remain relevant to the next generation of ‘chosen familia.’

Beyond flavour, what Buchanan understood intuitively was that ‘familia’ isn’t always about blood relation; it’s about the people you choose to celebrate with. He saw that whisky had the power to bring people together, whether around the table or to mark special occasions - no matter where they were in the world.

Partnership with Rauw Alejandro

For this year’s FIFA World Cup 26^™, Buchanan’s has also partnered with Latin music star, and former football player, Rauw Alejandro. This marks a milestone for both music and sporting celebrations. Debuting ‘Dando Vueltas’, a football anthem, the song is made using the beat of football footwork, transforming movement into percussion, melody and beats. It further reflects the cultural heartbeat of Buchanan’s celebrations and is an expression of the Latin style, creativity and joy, both on and off the pitch.

Buchanan’s broader, music-led celebration invites fans across borders, and Latinos around the world, into nuestro mundo (our world) - where the FIFA World Cup 2026^™ is more than a tournament; it’s a family reunion with celebrations that are full of rhythm.

From a Scottish immigrant’s vision to a truly global brand – Buchanan’s story reflects how great things are meant to be shared.