Buchanan’s Green Seal makes debut
Diageo-owned blended Scotch Buchanan’s has added a new whisky to its portfolio to target high-energy occasions, called Green Seal.
Described as a luxury whisky, Green Seal, which retails for US$100 and has an ABV of 40%, is being pitched for high-energy celebrations and night outs with one’s inner circle.
It was crafted with a ‘never-before-released’ Glen Elgin single malt and wine yeast.
The resulting flavour impacts tropical fruit notes with zesty citrus, milk chocolate, creamy vanilla and warm wood spices, plus hints of toffee and apricot jam – setting it apart from the brand’s other blended whiskies.
Buchanan’s is positioning the whisky’s occasion around the idea of ‘ritmo’, which stands for rhythm in Latin culture, the energy behind celebrations with close friends and family.
The brand counts on a wide audience in Latin countries and intends Green Seal to be ‘firmly at the centre of Latin luxury’, as Buchanan’s brand director Linda Lagos-Morales explained: “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 recognise the new class that continues defining and redefining luxury.
“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 honours creativity, boldness and elevates the moments when we embrace who we are – where Latin luxury and presence take center stage.”
Green Seal is recommended neat, on the rocks, with a splash of coconut water and in cocktails such as a Highball.
The whisky’s bottle also catches the eye. The design features the brand’s signature emerald-green glass alongside gold accents, which are said to reflect both modern luxury and the brand’s heritage while ‘evoking the richness and warmth of Latino culture’.
Additionally, the bottle’s circular shape is said to embrace movement and the ‘inner circle’ theme the product celebrates.
Buchanan’s will roll out a series of social and digital content to support Green Seal’s launch, as well as host events and celebrations that tie in with the whisky’s ‘ritmo’ inspiration.
The whisky will be part of the brand’s permanent range.
In Diageo’s full-year financial report for 2025, Buchanan’s sales plunged by 26% in the US.
Regarding Diageo’s performance in Andean countries (Colombia and Venezuela), however, sales increased by 21%, driven by Buchanan’s and stablemate Old Parr whisky.
Buchanan’s Special Reserve 18 Years Old was awarded a Master medal at The Scotch Whisky Masters 2025, the competition’s top honour.
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