Rauw Alejandro and Buchanan's Scotch Whisky Mark a Milestone for Music, Celebration and the FIFA World Cup 2026™ Countdown, Debuting a First-of-Its-Kind Song and Music Video, 'Dando Vueltas.'
Rhea-AI Summary
Buchanan's (NYSE:DEO) launched a FIFA World Cup 2026™ campaign with Latin star Rauw Alejandro on April 23, 2026, debuting the song and music video "Dando Vueltas." The campaign features limited-edition bottles, in-culture events across the Americas, and a FIFA signature serve called the Buchanita.
The release emphasizes Latino fútbol culture, collaborative production credits, choreography by Rich+Tone, and promotional activations leading into the World Cup.
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News Market Reaction – DEO
In the Apr 24 session, DEO declined 0.10%, reflecting a mild negative market reaction.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Historical Context
| Date | Event | Sentiment | 24h Move | Catalyst |
|---|---|---|---|---|
| Apr 21 | RTD product launch | Positive | -0.7% | Launch of Captain Morgan Sliced Colada RTD variety pack with new flavors. |
| Apr 02 | Limited bottle launch | Positive | -1.8% | Tequila Don Julio 1942 FIFA World Cup 2026™ limited-edition bottle campaign. |
| Apr 02 | Brand partnership | Positive | -1.8% | Crown Royal camo capsule collection in partnership with Realtree and Rob Rausch. |
| Mar 25 | RTD product launch | Positive | +2.2% | Smirnoff Ice Icy Island variety pack launch with beach pop-up marketing. |
| Mar 23 | Line extension | Positive | +0.3% | Rumple Minze Cinnamint Whiskey launch expanding flavored whiskey offerings. |
24h Move is the share-price change in the day after each event; other market factors may also have contributed.
Recent brand and product launches often coincided with modest or negative next-day moves, suggesting limited short-term price impact from marketing news.
Over the past month, DEO has released a series of brand and product updates, from new RTD packs for Captain Morgan and Smirnoff Ice to a Rumple Minze line extension and a FIFA World Cup 2026™ limited-edition Tequila Don Julio 1942 bottle. Price reactions ranged from -1.76% to +2.18%, with several marketing announcements followed by small declines. Today’s Buchanan’s/Rauw Alejandro World Cup collaboration fits this pattern of experience- and campaign-led initiatives across the portfolio.
AI-generated analysis. How Rhea-AI works. Not financial advice.
Stream 'Dando Vueltas' by Rauw Alejandro
Experience the full interactive Multichannel News Release here: https://www.multivu.com/buchanans_whisky/9391751-en-buchanans-whisky-fifa-world-cup-2026-rauw-alejandro-dando-vueltas-futbol
Rauw Alejandro's song 'Dando Vueltas' – made in a collaborative creative process led by Rauw Alejandro, alongside legendary producers including Eduardo Cabra, Edgar Barrera, Rios, and Sebastian Otero – reflects the cultural heartbeat of
At a time when modern fútbol is shifting toward more structured, data-driven play, the individual expression and flair that's characteristic of Latino-style fútbol is becoming less common. 'Dando Vueltas' music video is a reclamation of the exciting, electrifying ritmo of fútbol, with Rauw weaving in the rhythm of the game wearing a
Rauw Alejandro's 'Dando Vueltas' is a cinematic visual experience steeped in cultural reverence. More than a music video, it is a testament to resilience and the universal language of fútbol — a force capable of uniting a divided world through sport and shared joy. By centering the Latin American working class throughout, Rauw honors the very people who drive the global economy, framing collective strength as our greatest asset. The production is further elevated by the rare involvement of legendary choreographers Rich+Tone. Known for their work creating some of the most iconic dance moves in entertainment, their collaboration marks a profound full-circle moment, bridging Rauw's modern vision with the legacy of some of his greatest inspirations.
As Rauw says to close the video, "If life was more like football, borders wouldn't matter, every language would connect us, and we would all celebrate together."
"For us, fútbol isn't just a sport—it's how we come together as familia," said Neil Shah, Global Brand Director, Whisk(e)y portfolio at Diageo. "Rauw's song 'Dando Vueltas' is a culmination of everything that makes the Latino fútbol experience so special. As
The global premiere of 'Dando Vueltas' took place in
"I always dreamt of becoming a fútbol player, and I remember how essential music felt before every match," said Rauw Alejandro. "Now, as an artist, the way I step into the world of fútbol is through music. Working with
- Global Creative Featuring Rauw Alejandro – A series of content starring Rauw Alejandro, inviting fans to experience how Latino culture shapes fútbol in nuestro mundo, making the game warmer, louder and more connected.
- Limited-Edition Bottle Collection – Designed in collaboration with cultural collective Kids of Immigrants, the collection celebrates identity and belonging by paying tribute to the places where the pulse of fútbol lives – from fields to streets to stadiums.
- In-Culture Celebrations Across the
Americas – From watch parties to fan experiences,Buchanan's will show up wherever fans gather to celebrate the game together. - Signature Serves for the Tournament – Including the Buchanita, the brand's FIFA World Cup 2026™ signature serve made with
Buchanan's 12-Year-Old DeLuxe Blended Scotch Whisky and pineapple juice; it brings a distinctiveBuchanan's twist to match-day rituals and can be enjoyed at stadium concessions, bars, fan zones and at-home watch parties.
Rauw Alejandro's single "Dando Vueltas" is now available to stream on all platforms HERE.
To join the familia and stay up to date on celebrations and ways to win tickets to the FIFA World Cup 2026™,
ABOUT
The
ABOUT RAUW ALEJANDRO
2x Latin GRAMMY® award winning and 5x GRAMMY® nominated Puerto Rican singer and songwriter Rauw Alejandro has been leading the new generation of Latin music artists since he appeared on the scene in 2016. One of Reggaeton's fastest rising stars, Rauw's collaborations include Pharrell Williams ("Airplane Tickets"), Shakira ("Te Felicito") Selena Gomez ("Baila Conmigo"), Anuel AA ("Reloj") and Camilo ("Tattoo") among others. Rauw's meteoric rise as one of the most prominent figures in Latin urban music has been undeniable and through his continuous musical evolution, he continues to deliver refreshing and innovative sounds that keep him at the top of the genre. Rauw's accolades are extensive; two Latin GRAMMY® awards, five GRAMMY® nominations, two Billboard Latin Music Awards, five Premios Tú Música Urbano, two Premios Juventud, an iHeart Radio Award, the Hispanic Heritage Foundations Vision Award, and more. His 6x RIAA Latin Platinum debut album, Afrodisíaco, released in November 2020, earned Rauw his first GRAMMY® nomination for "Best Urban Music Album" and also garnered him a Latin GRAMMY® nomination for "Best New Artist." In 2021 his second studio album, Vice Versa, debuted at #1 on Billboard's Top Latin Album chart, #3 on Spotify's Top Debut Album and #1 on Apple Music's Latin Album charts. The album also notably topped the Best Albums of 2021 lists in The
ABOUT DIAGEO
Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits and beer categories. These brands include Johnnie Walker, Crown Royal, J&B and
Diageo is a global company, and our products are sold in nearly 180 countries around the world. The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO). For more information about Diageo, our people, our brands, and performance, visit us at www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com for information, initiatives, and ways to share best practice.
Celebrating life, every day, everywhere.
Media Contact: Buchanans@HunterPR.com
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