A new generation isn’t inheriting tradition — they’re rewriting it. Chosen family over bloodlines. Shared tables over last names. To meet that shift, Buchanan’s launched Gather Around—a global platform co-created with Grammy-winner and YouTube’s #1 musician Bizarrap and his inner circle.

From “tío’s drink” to the bottle that completes the circle, the brand was reborn through distinctive codes and a radical welcome. The new brand world reimagined a Latino classic through a new lens, then scaled across OOH, social, bottle design, events, and more.

Not bound by blood — but built on love, trust, and shared tradition. Buchanan’s celebrates the families and the circles we create. Because family isn’t inherited anymore. It’s chosen.

A casually elevated world shaped by Latin flair and local flavor.
Pulsing with warmth, color, and unapologetic self-expression.