Buchanan's Whisky Kicks Off FIFA World Cup 2026 Campaign with Rauw Alejandro

Whisky brand partners with Latin music star to celebrate the cultural energy of fútbol ahead of the global tournament.

Apr. 14, 2026 at 5:39pm

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An extreme close-up photograph of a shattered glass soccer ball, reflecting a vibrant red light and capturing the intense energy and emotion of the FIFA World Cup.Buchanan's Whisky's new campaign celebrates the passion and community that define the FIFA World Cup experience for Latino fans.Today in Miami

Buchanan's Whisky has launched a new global campaign to kick off the road to the FIFA World Cup 2026, partnering with Latin music star Rauw Alejandro to spotlight the passion and community that define the World Cup experience for Latino fans. The campaign celebrates fútbol as a cultural moment that brings people together across borders, with the first creative highlighting the pride and energy of Latino supporters as the countdown to the tournament begins.

Why it matters

As one of the world's biggest sporting events, the FIFA World Cup provides a major platform for brands to connect with global audiences. By tapping into the cultural significance of fútbol for Latino communities, Buchanan's is positioning itself as a brand that understands and celebrates the deep emotional connection fans have with the sport.

The details

The new Buchanan's campaign features a collaboration with Rauw Alejandro, a two-time Latin GRAMMY winner and five-time GRAMMY nominee who is also a former fútbol player. The first creative in the campaign spotlights the unapologetic passion and pride of Latino fútbol fans as the countdown to the 2026 tournament begins. The campaign will roll out across multiple markets, including Miami, Medellín, Mexico City, and beyond.

  • Buchanan's launched the new campaign in early March 2026.
  • The 2026 FIFA World Cup is scheduled to take place in the United States, Canada, and Mexico.

The players

Buchanan's Whisky

A Scotch whisky brand that is launching a new global campaign to celebrate the FIFA World Cup 2026.

Rauw Alejandro

A two-time Latin GRAMMY winner and five-time GRAMMY nominee, as well as a former fútbol player, who is partnering with Buchanan's on the campaign.

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What they’re saying

“Fútbol is more than just a game—it's a cultural moment that brings people together across borders. We're excited to partner with Rauw Alejandro to spotlight the ritmo and community that define the World Cup experience for Latino fans.”

— Buchanan's Whisky

What’s next

Buchanan's plans to roll out additional creative content and activations as part of the campaign leading up to the 2026 FIFA World Cup.

The takeaway

By tapping into the cultural significance of fútbol for Latino communities, Buchanan's is positioning itself as a brand that understands and celebrates the deep emotional connection fans have with the sport, creating a meaningful campaign that will resonate globally ahead of one of the world's biggest sporting events.