Over 100 years ago, James Buchanan himself crafted a unique blend to celebrate the coronation of King Edward VII, which inspired Buchanan’s finest blended Scotch Whisky and ultra-premium offering: Buchanan’s Red Seal. forceMAJEURE was asked to create a new design for Buchanan’s Red Seal and bring to life the exclusive blend by redesigning a new bottle structure and a gift box, highlighting its luxury and quality. Based on the ideals of sharing and generosity that Buchanan’s is known for, we crafted a new elegant bottle shape with soft curves that allow the iconic Red Seal to shine, nestled at the heart of the bottle. The rich amber liquid gives way to a green tint at the glass base, a hallmark of all bottles in the Buchanan’s line. The Red Seal bottle is presented in a beautifully crafted gift box, which opens like a book to reveal the unique bottle. The large Red Seal wraps around the box’s side in copper foil to convey the perfect balance of luxury and modernity.

Buchanan’s is an iconic brand of blended scotch whiskey in Latin America. It’s a revered brand, and Red Seal a classic luxury celebration drink of choice. The new design reflects the liquid’s preciousness and is a tribute to the exceptionalism of the moment you celebrate. It’s classic elegance pay tribute to the long history of the Buchanan’s family. It is a fierce and successful rival to Chivas and Johnnie Walker in a category of exceptional aged blended scotch whiskies.

The Unique Red box, carrying a large Buchanan’s seal, has an exceptional impact on shelves. With its heavy glass weight and its green hue, the low bottle creates an exquisite feel in any e-commerce site next to its competitor. Due to Covid19, we are here showing an ecom page, not getting a proper photo of the product on shelves.
This luxury product, bottle, and box, while carrying solid semiotic elements coming from the word of classic Scotch whiskies, is also a very modern decanter that reflects its target’s lifestyle. Very detailed, extremely crafted, but also soft in shape and sensual in hand.

Following the successful launch in LatAm, Red Seal was also launched in the US, with an extreme penetration in states with a large Hispanic population. Red Seal is the latest of a series of relaunches of the entire Buchanan’s family, started 6 years ago, and is the range’s pinnacle, pushing the luxury credentials for the entire brand.