Diageo bets on its “We are in family” campaign to attract the young segment

The distributor Diageo with its Buchanan’s whiskey brand, presented its new global campaign “We are in family”, with the premise of attracting a younger segment to the consumption of this drink.

As part of the campaign there is a video starring Bizarrap, winner of three Latin Grammy awards, image of the brand’s campaign in Latin America.

The famous DJ in this campaign spot shares his own “Family Sunday,” a tradition with close people and friends who have become family, sharing food and stories, all while a bottle of Buchanan’s is part of the occasion.

«For Buchanan’s, the more we meet with our chosen families, the more we enrich life, that is why we are excited to welcome Bizarrap, a reference of creativity and connection that embodies the values ​​of the Buchanan’s brand with whom we share the interest in celebrating those special people who are part of our chosen families throughout Latin America and beyond,” says Neil Shah, global brand director of the Scotch portfolio, according to the brand’s press release.

For his part, Federico Mendoza, general manager of Diageo Venezuela, host of the launch evening held in Caracas, reported that in 2023 the multinational sold 300.000 cases of its 12-year-old whiskey portfolio, while in 2022 only 60.000 were sold. ,

He assured that Diageo is líder in the market with its three brands; Johnnie Walker, Old Parr and Buchanan’s.

Mendoza explained that until 2014, Venezuela was among the 10 countries with the most consumption of the drink, but the company hopes to triple its sales in the coming years to recover the peak of consumption reached in previous years. However, he clarified that all alcoholic products have increased their sales in Venezuela along with the country’s economic recovery.

One of the strategies of Diageo’s new campaign is based on the presentation of cocktails with which it is hoped to attract young people to the consumption of whiskey and invite everyone to be part of the Buchanan’s family.

“We are in family” is an invitation to all Venezuelans to celebrate what really matters: strengthening those real and authentic connections with the chosen family, those friends and loved ones that we have chosen to be part of our lives,” he said.

In Mendoza’s opinion, líderIt is from the world of liquors that they are in charge of developing new trends, and with Buchanan’s being a brand so deeply rooted in Venezuelans, there is an opportunity for this segment “and that rebellion and versatility that this brand can offer lends itself to being inserted in the global trend, which leans towards cocktails, because this is the way in which the world of liquors has evolved.”