Buchanan’s And J Balvin Launch ‘Life Is Better Shared’ Campaign

Buchanan's And J Balvin Launch Life Is Better Shared Campaign To Uplift Communities In Need This Holiday Season

Buchanan’s Blended Scotch Whisky and J Balvin have launched the ‘Life is Better Shared’ marketing campaign to kick off the holiday season by spreading the spirit of togetherness. Whether over an intimate glass of Whisky or a shared meal with friends and family, the Diageo-owned brand looks to remind people of what’s most important– the energy, community and greatness evoked when we enjoy each other’s company.

The Buchanan’s ‘Life Is Better Shared’ Campaign will help families fed families, inspire togetherness through a sweepstake with global superstar and longtime brand partner, J Balvin, and support local bartenders.

“Through the ‘Life is Better Shared’ campaign, we want to remind people of the incredible feeling of togetherness when we gather for a meal over a glass of Buchanan’s,” says Tara King, Buchanan’s Senior Brand Manager. “As a brand rooted in community, we are proud to give those in need the opportunity to experience a warm meal with family at a time when people need it most.”

 To kick things off, Buchanan’s is working with World Central Kitchen, a non-profit that uses the power of food to heal communities and strengthen economies during times of crisis and beyond, to share 40,000 meals with the hardest hit communities this holiday season, particularly the Hispanic community that has been disproportionately impacted by the pandemic in New York City, New Jersey, South Florida, Texas, and Los Angeles. 

Together, Buchanan’s and J Balvin will also remind people that although things may look a little different this year, there is still a reason to embrace the festive season and spread joy. From October 27 through November 30, U.S. residents 21+ will have a chance to win a holiday dinner for their families and share a virtual toast with J Balvin. To enter the sweepstake, consumers can visit the official website. To remind people how special it is to share a meal with those you love, Balvin has also created a 30-second video giving a behind-the-scenes look into an intimate dinner at his home, showcasing the intimate moments and rituals that take place when gathered around the table with Buchanan’s.

“This year has taught me how important it is to cherish the time you spend with loved ones, and the Buchanan’s ‘Life is Better Shared’ campaign reminds us to appreciate the big and small moments we share with each other. To me, life has always been about coming together and bringing out the best in each other,” says J Balvin. 

As a way to continue fostering shared moments together, the brand is also partnering with Sourced Craft Cocktails to offer limited-time-only Buchanan’s cocktail kits created and hand-delivered by local bartenders to enjoy responsibly at home. Not only will people have the opportunity to enjoy a Whisky cocktail with family and friends, but they’ll be supporting their local bartender community while doing so. Available as of October 27th in New York City, Los Angeles, Miami and Austin, the kit includes fresh pre-batched Buchanan’s Whisky cocktails, a recipe booklet and a game.


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