BUCHANAN'S SCOTCH WHISKY INTRODUCES BUCHANAN'S GREEN SEAL - A LUXURY WHISKY PULSING WITH RITMO, CRAFTED FOR YOUR INNER CIRCLE

Rhea-AI Summary

Buchanan's Whisky (NYSE:DEO) has launched Green Seal, a new permanent luxury expression in its Scotch whisky portfolio, priced at $99.99. This innovative blend features a never-before-released Glen Elgin single malt and unique wine yeast, creating distinctive tropical fruit notes alongside traditional whisky characteristics.

The new expression, with 40% ABV, is specifically crafted to celebrate Latin culture and targets the '200%ers' - a generation blending Hispanic and American cultures. The product features a distinctive emerald-green bottle design with gold accents, reflecting both modern luxury and brand heritage.

Green Seal will be supported by a comprehensive marketing campaign including social and digital content, events, and cultural celebrations focused on Latin luxury and music.

Positive

• Introduction of a premium product at $99.99 price point expands luxury portfolio
• Permanent addition to product line indicates long-term growth strategy
• Strategic targeting of Hispanic-American demographic could capture growing market segment
• Marketing campaign leverages cultural moments and social media for brand awareness

Negative

• Higher price point may limit mass market appeal
• Heavy focus on specific demographic could restrict broader market potential

News Market Reaction

-1.02%

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-1.02% News Effect

On the day this news was published, DEO declined 1.02%, reflecting a mild negative market reaction.

Data tracked by StockTitan Argus on the day of publication.

A love letter to the generosity and flair of Latinidad, Buchanan's Green Seal is a bold new Blended Scotch Whisky, inviting you to unseal a new code of luxury that lets ritmo Latino lead every celebration.

NEW YORK, Sept. 17, 2025 /PRNewswire/ -- Buchanan's Blended Scotch Whisky proudly unveils Buchanan's Green Seal, a vibrant new luxury expression in its award-winning portfolio. Bursting with tropical fruit and spiced notes, Green Seal was crafted with a new class of luxury in mind, embodied by 200%ers, a generation boldly blending Hispanic and American culture into every celebration. A blend that embraces the luxury of expressing life loudly and authentically, Green Seal is crafted to amplify the ritmo (rhythm) of high-energy celebrations with your inner circle – because in our world, the night doesn't start until we unseal it together.

Experience the interactive Multimedia News Release here: https://www.multivu.com/buchanans_whisky/9353251-en-buchanans-whisky-new-luxury-bottle-green-seal

Buchanan's Blended Scotch Whisky Green Seal is a one-of-a-kind expression, crafted with a never-before-released Glen Elgin single malt and an innovative wine yeast. This creative combination introduces a vibrant twist of tropical fruit notes that sets it apart within Buchanan's luxury portfolio, blending cultural pride with elevated taste. The whisky is layered with notes of zesty citrus, milk chocolate, creamy vanilla, and warm wood spices, accented by hints of toffee and apricot jam from experimental stocks and American Oak Bourbon Casks. Green Seal delivers an exceptional and approachable whisky. Best enjoyed neat, on the rocks, or with a splash of coconut water, Green Seal is destined to bring that extra ritmo to every night out at the club, sobremesa with the family or milestone celebration.  

"For years, Buchanan's has been celebrating Latin luxury and those creating it, and as that boldness and creativity continue to impact mass culture, we want to recognize the new class that continues defining and redefining luxury," says Linda Lagos-Morales, Brand Director, Buchanan's Blended Scotch Whisky. "With Green Seal, we wanted to embrace the beat of Latin culture and create more than just a whisky, but a spark for the ritmo latino that pulses wherever and whenever our familia celebrates – a spirit that honors creativity, boldness and elevates the moments when we embrace who we are – where Latin luxury and presence take center stage."

Beyond its bold new flavor, Green Seal makes a striking impression through its unique design. The bottle's familiar emerald-green glass and gold accents reflect both modern luxury and the brand's iconic heritage while evoking the richness and warmth of Latino culture. Inspired and modeled after the brand's historic seal, the circular emblem structure of the bottle embraces movement and symbolizes the 'inner circle' this variant was created to celebrate – the 200%ers embracing their cultures loudly and proudly. More than packaging, the design stands as a statement piece that brings ritmo to the bar cart and reflects the spirit of the inner circle in every pour.

"Green Seal marries the craftsmanship of luxury whisky with an innovative twist of vibrant, tropical fruit notes – keeping rhythm at the center of this exceptional blend," said Craig Wallace, Master Blender, Buchanan's Whisky. "With a more subdued peatiness than Buchanan's other luxury variants, it delivers a blended whisky with a delicate and approachable flavor, perfect for sharing with your inner circle."

This fall, Buchanan's will roll out a series of social and digital content, events, and celebrations designed to honor the ritmo pulsing at the heart of Latin culture, placing Green Seal firmly in the center of Latin Luxury. Throughout the season, Green Seal will pulse during cultural moments at the intersection of music and style bringing the ritmo – wherever our inner circle showcases their energy and cultural pride, transforming gatherings into celebrations of us. Each moment is another line in our love letter to Latinidad, ensuring this new expression is experienced wherever rhythm drives the experience and Latin Luxury takes the spotlight, before ultimately inviting consumers into the world of Green Seal with the ultimate celebration of "us."

Buchanan's Green Seal is a permanent addition to the Buchanan's Whisky portfolio with an ABV of 40% and is available for purchase by those who are 21+ online at ReserveBar.com and at fine spirits retailers nationwide, with a suggested retail price of $99.99.

Follow us on Instagram @buchananswhisky to see how Buchanan's unseals the night and unite over Green Seal with exciting digital content and turn up the ritmo at a series of celebrations that pulse with energy, reflecting the richness of Latin culture and unforgettable energy of coming together with your inner circle.

ABOUT BUCHANAN'S WHISKY
BUCHANAN'S Blended Scotch Whisky's true purpose is to unite all who bring their 100% Hispanic and 100% American identities together to live a 200% life. It was created to be shared with one another and enjoyed by all, because our founder, James Buchanan believed in the power of sharing. The BUCHANAN'S Blended Scotch Whisky brand has more than 130 years of authentic heritage, and every bottle represents James Buchanan's commitment to creating the finest blended Scotch Whiskies. The BUCHANAN'S Blended Scotch Whisky Portfolio features five gold award-winning marques, including: BUCHANAN'S DeLuxe Blended Scotch Whisky, BUCHANAN'S Pineapple, BUCHANAN'S MASTER Blended Scotch Whisky, BUCHANAN'S Special Reserve Blended Scotch Whisky, and BUCHANAN'S RED SEAL Blended Scotch Whisky. All of these marques have been recognized in the most prestigious international spirits competitions. In 2025, BUCHANAN'S DeLuxe Blended Scotch Whisky won Double Gold and at the San Francisco World Spirits Competition and Gold in the International Spirit Competition. For more information, visit www.BuchanansWhisky.com or connect with us on Facebook and Instagram.

ABOUT DIAGEO
DIAGEO is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, CÎROC and Ketel One vodkas, Casamigos, DELEÓN and Don Julio tequilas, Captain Morgan, Baileys, Tanqueray and Guinness.

DIAGEO is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE) and our products are sold in more than 180 countries around the world. For more information about DIAGEO, our people, our brands, and performance, visit www.diageo.com. Visit DIAGEO's global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice.

Follow us on Instagram for news and information about DIAGEO North America: @Diageo_NA.

Celebrating life, every day, everywhere.

Media Contact: Buchanans@HunterPR.com 

 

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SOURCE Buchanan’s Scotch Whisky

FAQ

What is the price of Buchanan's Green Seal whisky?

Buchanan's Green Seal is priced at $99.99 and is available at fine spirits retailers nationwide and online at ReserveBar.com.

What makes Buchanan's Green Seal whisky unique?

Green Seal features a never-before-released Glen Elgin single malt and innovative wine yeast, creating distinctive tropical fruit notes, along with notes of citrus, milk chocolate, vanilla, and warm wood spices.

What is the alcohol content of Buchanan's Green Seal?

Buchanan's Green Seal has an ABV (Alcohol By Volume) of 40%.

Where can I buy Buchanan's Green Seal whisky?

Buchanan's Green Seal is available for purchase by those 21+ at ReserveBar.com and fine spirits retailers nationwide.

What is special about Buchanan's Green Seal bottle design?

The bottle features a distinctive emerald-green glass with gold accents, inspired by the brand's historic seal, reflecting modern luxury while evoking Latino cultural richness.