6 FACTS ABOUT BUCHANAN'S THAT YOU DIDN'T KNOW
Explore the fascinating connection between Buchanan's and the Latin American market, where cultural pride and exceptional quality intertwine. Discover how this premium whisky has earned its place as the top choice in Mexico and Colombia.
Estimated Reading Time: 3 minutes
To uncover the secrets behind Buchanan's success, we spoke with Pablo Carrizo, Reserve Brand Ambassador for Diageo in Colombia. He shared fascinating insights and little-known facts that highlight the brand's enduring greatness.
1 - BUCHANAN'S WAS CREATED AS A BUSINESS OPPORTUNITY AS A RESULT OF THE PHYLLOXERA PLAGUE
In the 1880s, the French brandy industry, the most popular spirit at the time, was devastated by the Phylloxera plague, which ruined much of the grape harvest. As a result, many entrepreneurs tried to take advantage of this period as a business opportunity.
According to Pablo Carrizo, “In 1879, it took a visionary to bet on whisky, and James Buchanan's decided to do so. That period without grapes was vital for the development of whisky. The previous product made in Scotland was almost undrinkable; James Buchanan's standardized the work processes to achieve a defined and excellent flavor.
As a result, whisky emerged as the leading spirit in many markets, with Buchanan's and Johnnie Walker standing out as top performers.
2 - ITS BOTTLE WAS MADE IN HONOR OF THE BRITISH SOLDIERS OF THE FIRST WORLD WAR
The bottle's shape resembles a war canteen. It was developed in honor of the 40% of James Buchanan's workforce who served in the British armed forces during World War I.
Curiously, Pablo tells us that “the most precious thing a soldier had was water, his canteen. They didn't know if they could survive if they shared it, since the lack of water was real. That was very much in Buchanan's mind since the whole philosophy of his life was solidarity. That's why he adapted that bottle design as a canteen in all his presentations. What always caught my attention the most is how the imprint of a character is transferred to a brand. How do you transfer philanthropy to a flavor? James Buchanan's did it!"
The philosophy behind a brand is often its DNA. Buchanan's always made a point of showing clear solidarity and innovation. It had several non-profit organizations to which it donated to the less fortunate, and, in addition, it was an innovator. That spirit of changing the rules of the game and solidarity is still in force today. It is extremely valuable that a brand that is more than 100 years old continues to respect its original values.
3- BUCHANAN'S MASTER DOES NOT HAVE A SPECIFIC AGE
For this edition, Keith Law, Buchanan's Master Blender, decided not to select his whiskies based on a specific age, but rather to open up the possibilities by taking the components at their peak of maturity.
Buchanan's Master breaks free from age statements where its decisive point is based on the behavior of the liquid and the flavors inside the cask. When a whisky is ready, it's ready. It's not ready because it's 18, 15, or 12 years old, but because the Master Blender who creates it tastes perfection.
4 - BUCHANAN'S RED SEAL IS DISTILLED LIKE OLD WHISKIES
Inspired by the coronation of King Edward VII of England, Red Seal's processes are not the same as those of other modern whiskies.
Buchanan's Red Seal is an exact copy of the aging process that Buchanan's whiskies followed in 1900. It is produced using double aging. Typically, after the malts and grains have been aged separately, the whiskies are aged individually in their own casks and then blended and bottled.
With Buchanan's Red Seal, before bottling the whiskies, the Master Blender assembles them in a batch, but instead of transferring them to the bottle, they undergo a final aging process called "rest" in another barrel, which produces a process of integration of the whiskies with each other and an aging that other blended scotch whiskies do not have. It is a very old, expensive, complex technique that only Buchanan's Red Seal has.
5 - BUCHANAN'S IS THE LEADING WHISKY IN LATIN AMERICA
Today, the brand is the leading premium Scotch whisky in Latin America and the world's third-largest seller of 1.5 million 9-liter cases (IWSR 2016).
The flavor is distinct, yet it cannot be attributed to a singular Latin American palate. Buchanan's success in the Latin American market goes beyond taste, driven by historical, economic factors, and an intangible "something else" that defies definition.
For Pablo, “its incredible success in our region is due to its smooth and sweet flavor, since the Central American consumer openly prefers fruity and refreshing flavors, for reasons as simple as the climate, environment, etc. Another reason could be the fact that it is a whisky that puts “sharing” first. If you think about it, we Latinos are very friendly. There is all that camaraderie behind it that is also closely linked to the values of Buchanan's, for whom sharing always came first.”
6 - BUCHANAN'S IS NOT SOLD IN EUROPE
Pablo shares that this whisky has been off the market since the 1970s, but he believes a comeback could be on the horizon.
With the rediscovery of Buchanan's and the change in consumption occasions, the resurgence of the Scottish-Latin American hit could soon return home. Perfect for pairing with food and shining in cocktails, Buchanan's is poised for a resurgence.
Finally, we asked Pablo to share his favorite Buchanan's cocktails with us!
KEY TAKEAWAYS:
- Buchanan's is the best-selling premium whiskey in Mexico and Colombia.
- Due to a plague, whiskey became the main spirit in many markets. Among the brands that emerged at that time was Buchanan's.
- Buchanan's Master Malts are not age-specific. Buchanan's Master Blender Keith Law selects the blend based on flavor.
- Buchanan's is constantly seeking to spread solidarity and innovate.
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