“For years, Buchanan’s has been welcomed into the culture and celebrations of the Hispanic American community, often mixed with pineapple juice, resulting in one of the brand’s most popular serves, the Buchanita, which helped inspire to create this new blended whisky flavor,” says Joyce He, Director of Buchanan’s Whisky. “With Buchanan’s Pineapple, we are combining one of the most beloved flavors in Hispanic culture with the same distinct smoothnes from the House of Buchanan’s people have enjoyed for more than 130 years.”

Buchanan’s Blended Scotch Whisky proudly introduced Buchanan’s Pineapple in February 2023, the newest offering in the award-winning whisky maker’s portfolio. The forceMAJEURE team designed the packaging of this latest addition to the range and very first flavor innovation for Buchanan’s.

Innovation begins with provocation, but always with purpose. This was the perfect opportunity to make an impact: challenging conventions while pinpointing the right opportunity for Buchanan’s.
The result is a uniquely sophisticated whisky bursting with bright tropical flavor and beautifully balanced with the traditional smoothness of Buchanan’s know-how. To create Buchanan’s Pineapple, Diageo collaborated with top bartenders to ensure a balanced flavor profile, not too sweet and ready to delight. We then worked on translating the flavor innovation through packaging, with the creation of a vibrant ingredient illustration and the integration of bright colors, adding a kick of energy to the Buchanan’s Scotch codes.

The packaging brings a new twist to the brands traditional feel, while being respectful of the recognized brand KBA’s. Scotland is not the sole protagonist anymore, now uniting with the warm and solar culture of the Hispanic American community. The new design embraces bright yellow colors, and bolder iconography of the tropical flavor, bringing a fresh twist to the brand and breaking our boundaries, pushing Buchanan’s to new potential.

“In 2023, Buchanan’s net sales grew 10%, primarily driven by the launch of Buchanan’s Pineapple, an innovation that gained spirits industry share.”