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One of the most well known Scotch whisky brands in the world gets a new look for the first time in 23 years.

NEW YORK – Buchanan’s, the award-winning Scotch whisky, introduces new packaging for three of its four blends: Buchanan’s DeLuxe™, Buchanan’s Master™ and Buchanan’s Special Reserve™. Buchanan’s Red Seal™ will follow in 2016.

Buchanan’s is the largest premium Scotch brand in Latin America and has experienced ten-year double-digit growth in the U.S. while doubling its share over the past three years.  Despite this success, the brand is updating its packaging to reflect the lifestyle of those who enjoy the brand and our modern positioning.

Founded in 1879 by James Buchanan, the whisky’s new visual identity maintains a nod to its heritage and rich history, as it propels into the future with a more contemporary look that includes cleaner labels, distinctive bottle redesigns that unify the portfolio, and bolder presentation boxes.

The new bottles reflect the brand’s distinguished premium quality and leverage its recognizable imagery. Several iconic trademarks will remain the same including the canteen shaped bottles reminiscent of the water canteens used by British soldiers in World War I, the signature red seal which represents Buchanan’s personal commitment to quality and the coat of arms meaning “Hence The Brighter Spirit” engraved on the back of the bottle to show that the high quality of product will lift the spirits of all who drink it.

“The Buchanan’s redesign reinforces the brand’s continued evolution as one of the world’s most premium Scotch whiskies,” stated Brian Cox, Director, Scotch whisky North America at Diageo. “The packaging has been updated, but Buchanan’s’ unfaltering whisky and quality remain the same. As always, we remind people to enjoy Buchanan’s in moderation and to drink responsibly.”

The new bottles will hit store shelves during the fall 2015. Buchanan’s Special Reserve 18 (SRP $75) and Buchanan’s DeLuxe (SRP $31) will begin distribution in early October and Buchanan’s Master (SRP $45) in November.


About Buchanan’s

Buchanan’s Blended Scotch Whisky is the ultimate choice for those who are making a name for themselves. The Buchanan’s brand touts more than 130 years of authentic heritage, and every bottle is a reminder of James Buchanan’s commitment to creating the finest blend. The Buchanan’s Portfolio includes four award-winning variants: Buchanan’s DeLuxe™, Buchanan’s Master™, Buchanan’s Special Reserve™ and Buchanan’s Red Seal™, all of which have been recognized in numerous international spirits competitions, making Buchanan’s one of the most awarded scotch whiskies today. For more information, visit www.BuchanansWhisky.com.

About Diageo:

Diageo is the world’s leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines and beer categories. These brands include Johnnie Walker, Crown Royal, J&B, Buchanan’s and Windsor whiskies, Smirnoff, Cîroc and Ketel One vodkas, Baileys, Captain Morgan, Tanqueray and Guinness.

Diageo is a global company, with its products sold in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people and its brands, visit www.diageo.com. For Diageo’s global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit www.DRINKiQ.com.

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Alejandra Risquez
Hunter Public Relations
212 679-6600

Jim Sias
Buchanan’s Scotch Whisky, Diageo
646 223-2305