- Rauw Alejandro and Buchanan's Blended Scotch Whisky debuted "Dando Vueltas," a first-of-its-kind original song and music video created specifically for Buchanan's FIFA World Cup 2026 campaign.
- The campaign includes a tech-enabled fútbol boot worn by Rauw in the music video, a limited-edition bottle collection designed with cultural collective Kids of Immigrants, and in-culture celebrations across North and Latin America leading up to the tournament.
- This is Rauw Alejandro's second collaboration with Buchanan's, having previously starred in the brand's "Asados Unidos" summer barbecue campaign in 2025.
- Buchanan's, an Official FIFA World Cup 2026 Supporter across North and Latin America, has built a consistent celebrity partnership track record with Latino artists, previously working with J Balvin, Omar Apollo, Jasmine Camacho-Quinn, and Marcello Hernández.
Rauw Alejandro has teamed up with Buchanan’s Blended Scotch Whisky for the brand’s FIFA World Cup 2026 campaign, unveiling an original song and music video titled “Dando Vueltas,” making it the centerpiece of Buchanan’s biggest marketing push to date.
The global premiere took place in New York City on April 23, 2026, with Rauw also greeting fans across Colombia, Puerto Rico, and beyond via video.
Produced alongside legendary names including Eduardo Cabra and Edgar Barrera, the track blends the rhythm of fútbol with Rauw’s signature sound.
In the music video, Rauw wears a custom Buchanan’s tech-enabled fútbol boot, a visual nod to both his passion for the sport and the campaign’s cultural message. As Rauw closes the video: “If life was more like football, borders wouldn’t matter, every language would connect us, and we would all celebrate together.”
This marks Rauw’s second Buchanan’s collaboration, following the brand’s 2025 “Asados Unidos” campaign.
Buchanan’s, owned by Diageo, has a long history of Latino-focused celebrity partnerships, starting with J Balvin in 2016 for its “Es Nuestro Momento” campaign. This playbook is reminiscent of how J Balvin and Travis Barker partnered with Coca-Cola on a World Cup anthem this tournament cycle.
Since then, the brand has worked with Omar Apollo, Olympic gold medalist Jasmine Camacho-Quinn, and SNL comedian Marcello Hernández.
For Rauw, the deal adds to a growing brand portfolio that includes partnerships with Nike and Puma. His sixth studio album, Cosa Nuestra: Capítulo 0, released in September 2025, debuted at No. 1 globally on Apple Music and Spotify.
Much like David Beckham’s high-profile campaign with Stella Artois, this Buchanan’s activation uses a sports-meets-culture angle to maximize World Cup momentum.
The campaign will continue through the tournament with watch parties, fan zones, and the brand’s signature “Buchanita” serve (Buchanan’s 12-Year-Old DeLuxe with pineapple juice) is available at stadium concessions and fan events.
Takeaways
Buchanan’s isn’t just buying celebrity, it’s buying cultural narrative. By commissioning an original song instead of licensing an existing track, the brand gets a piece of IP that lives beyond the tournament and keeps Rauw’s fanbase tied to the Buchanan’s name well after the final whistle blows.
This is a smart escalation from their 2025 “Asados Unidos” work with Rauw, showing the partnership has enough traction for the brand to double down in a much bigger moment.
What’s especially notable here is the timing: with 50 days to the FIFA World Cup 2026, Buchanan’s dropped mysterious fútbol boots across cities in North and Latin America before revealing the full campaign, a teaser strategy that generated organic buzz before the official announcement.
Does commissioning an original World Cup song give Buchanan’s a long-term cultural asset that outlasts any one-off endorsement deal? With Buchanan’s now on its second consecutive campaign with Rauw Alejandro, is this heading toward a long-term brand ambassador relationship?
