Rauw Alejandro x Buchanan’s: When the Grill Meets the Groove

John Dody

06/03/25 7:23PM

Rauw Alejandro is back in our feed and this time, he’s not just dropping chart-toppers or flexing choreography sharp enough to slice air—he’s manning the grill. Kind of. The Puerto Rican reggaetonero has partnered with Buchanan’s whisky for its latest culinary-meets-cultura spectacle: the Asados Unidos campaign.

If you’re unfamiliar with the term asado, it’s basically barbecue—but make it Latin American, deeply emotional, and a battleground for generational grilling philosophies. Enter Buchanan’s, the Scotch brand with a Latin soul, whose entire brand identity now seems built around making whisky as comfortable at a backyard cookout as it is on a mahogany bar cart in the Andes.

The campaign’s core thesis is one part sociology seminar and one part travel ad: despite our differences in spice level, smoke preference, and playlist choices (Merengue or Bomba? Discuss), it’s Buchanan’s that brings us together. Rauw, of course, plays the cultural diplomat here—grilling with friends from Puerto Rico, Argentina, Colombia, and Mexico across a four-part video series that’s basically Anthony Bourdain: Parts Unknown meets a Spotify visual album.

And if the smoky meats and sun-kissed montages don’t draw you in, Rauw’s current halo status certainly might. Fresh off the release of his No. 1 album and amid his Cosa Nuestra Tour, he’s become a patron saint of cross-cultural cool. His music career continues to rocket beyond reggaeton orthodoxy into genre-fluid experimentation, and this campaign feels less like an endorsement and more like a lifestyle convergence. He’s not just selling whisky—he’s remixing masculinity, swagger, and social ritual in a way that feels distinctly 200%: 100% Latino, 100% global crossover.

With over 21 million Instagram followers (and a million new ones since December alone), Rauw’s brand capital isn’t just rising—it’s aging like a premium whisky. Add to that his string of partnerships with brands like Reebok and Dolce & Gabbana, and you start to wonder whether he’s planning a hostile takeover of every vertical from sneakers to spirits.

One can’t help but imagine: if Don Draper had worn puffer jackets and dropped perreo beats, this is probably how he’d launch whisky too.

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Rauw Alejandro x Buchanan’s: When the Grill Meets the Groove

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