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Rauw Alejandro‘s new collaboration is for the party animals who pronounce Buchanan’s as “bukanas.” Rolling Stone can exclusively reveal that the reggaeton star is teaming up with Buchanan’s Scotch Whiskey for the launch of its Asados Unidos campaign, celebrating Latino summer barbecues — parrilladas, carne asadas, or whatever you want to call them.
“One of the most important things to me is being with mi gente. Coming together, being with friends and la familia, it’s what is most important in life,” Rauw tells Rolling Stone. “This partnership, the Asados Unidos campaign, it represents everything I love. That perfect summer vibe- música, smoke from la parrilla, cocktails clinking, surrounded by people you love.”
The collaboration will be accompanied by a four-part video series, developed by songwriter GALE, that follows Rauw visiting friends in Puerto Rico, Argentina, Colombia, and México to get a taste of the different barbecuing techniques of each country. The videos will feature the star in numerous settings as they listen to music such as salsa, vallenato, and cumbia.
Marco Perretta/Courtesy of Buchanan’s
“Since my childhood, parrilladas have always been a part of my culture and my people,” Alejandro said in a press release. “Being the newest member of the Buchanan’s familia and participating in the Asados Unidos campaign is special because it celebrates something very important to me — the way we come together. Whether it’s called a barbecue, carne asada, parrillada, or asado, the heart is the same: flavor, music, and community.”
The Asados Unidios campaign is part of the organization’s “200%er” initiative, which celebrates how Latinos are 100% Hispanic and 100% American.
“This summer, Asados Unidos brings that spirit to life through the cultural cornerstone of the Asado—honoring the traditions, flavors, and friendly debates that unite us around the grill,” said Linda Lagos-Morales, brand director of Buchanan’s. “With Rauw Alejandro joining the Buchanan’s familia, we’re excited to show that no matter what you call it, the pride, passion, and 200% spirit are what bring us together.”
Buchanan’s also partnered with grillmasters from Mexico, Puerto Rico, and Argentina to come up with recipes for asados to go with three different cocktails using the scotch: the Buchanita, which will feature Buchanan’s DeLuxe and pineapple juice; Piña Spritz will include Buchanan’s Pineapple, club soda, coconut water, and a Tajín rim; and the Rauw Fashioned, a take on the old-fashioned, using Buchanan’s DeLuxe and orange zest.
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