Growing new whisky occasions

Business challenge

Make Buchanan’s relevant for at-home occasions

Buchanan’s is Diageo’s second largest whisky brand, after Johnnie Walker. It is hugely popular across Latin America and with Hispanic consumers across the US. But as a premium brand with a strong on-trade heritage, it was underperforming in casual, at-home occasions and ecommerce.

Strategy

Create mid-funnel content for shoppers planning occasions

We identified that while Buchanan’s is good at building brand associations to aspirational at-home occasions, it was not providing solutions for shoppers planning real gatherings of friends and family.

We needed new content designed for planning and consideration channels such as Pinterest, retailer ecommerce and recipe sites.

What real people think

“Great get-togethers at home are made when everyone joins in. It doesn't matter if you are the host or a guest; preparing the party and enjoying the party become one inseparable thing.”