With less than one year to go before the FIFA World Cup 2026™, GALE and Buchanan’s Blended Scotch Whisky are inviting fans to celebrate fútbol culture with the launch of the Buchamión: a music-fueled mobile celebration powered by rhythm, pride, and community. Conceptualized by GALE, the Buchamión spotlights Buchanan’s appointment as the tournament’s official whisky supporter in North America–the first official whisky supporter of the FIFA World Cup™. 

The Buchamión, complete with vibrant, fútbol-inspired artwork, is inspired by the iconic pregoneros of Latin America—trucks run by local vendors, known for blasting announcements and advertisements across local neighborhoods. To honor this tradition and the passion Latinos bring to fútbol, the Buchamión began its multi-city journey with an inaugural activation in New York City. At the center of the experience was a custom-recorded chant from the legendary voice behind "¡GOOOOOOOOL!"—fútbol commentator, Andrés Cantor. His unmistakable voice, set against the beat of Latin music, brings to life a chant that has echoed across Latin America for decades whenever a team qualifies for the FIFA World Cup™–"Nos Vamos Al Mundial" (we're going to the World Cup!). Rallying fans with surprise-and-delight experiences where the unmistakable roar of el ritmo Latino met true fútbol passion, the event included Buchanan’s cocktails, music, and more.

“With the Buchamión, we wanted to create more than a brand activation—we wanted to build a moving tribute to the rhythm, pride, and energy that fútbol holds in Latino communities. This celebration-on-wheels brings Buchanan’s and the spirit of the World Cup directly to the streets in a way that’s distinctly Latino,” said GALE Group Creative Director Felipe Ferreira.

Throughout the year, the Buchamión will travel to a variety of cities, including Mexico City, Miami, and Los Angeles, to fill the streets with a custom chant, and transform city blocks into vibrant celebrations that are unapologetically Latino and unmistakably Buchanan's.