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Latin music star J Balvin fronts Buchanan’s campaign

Blended Scotch brand Buchanan’s is seeking to enhance its appeal in the Americas by recruiting Colombian musician J Balvin for its new Imparables Colección campaign.

J Balvin will create a limited edition bottle design for Buchanan’s

Imparables Colección is described as an “evolution” of the brand’s Es Nuestro Momento campaign, which “champions an unstoppable new generation of leaders rising to greatness”.

Reggaeton singer J Balvin, full name José Álvaro Osorio Balvin, has joined Buchanan’s as creative director for the new campaign.

The musician will design a limited edition bottle of Buchanan’s 12 Year Old DeLuxe, featuring art inspired by his culture. The bottle will launch in spring 2019.

He has also selected a panel of four artists to create artworks, including Puerto Rican musician Bad Bunny, Cuban-American painter Alexander Mijares, Mexican-American sculptor David Flores and Colombian painter Sabrina Yanguas.

Buchanan’s is inviting consumers to submit their own artwork, which may be selected to feature on a limited edition bottle. Entries will be open from 10-31 October and will be judged by Balvin and the panel of artists.

Tara King, Buchanan’s senior brand manager, said: “Buchanan’s is proud to be evolving our Es Nuestro Momento campaign in partnership with J Balvin. We share his commitment to amplifying the optimism and greatness in culture today.

“We believe that greatness is contagious and is found in all of us. We look forward to introducing a truly one-of-a-kind limited edition Buchanan’s 12 Year Old DeLuxe pack that showcases the spirit of the unstoppable creators who are impacting our communities every day.”

To support the campaign, Buchanan’s will also offer a series of mentoring workshops, exploring crafts such as photography, choreography and music production.

In July this year, Buchanan’s unveiled its first blended malt – the 15-year-old Buchanan’s Select. The Diageo-owned brand sold 1.7m cases in 2017, according to Brand Champions data.

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