The holiday season is more than a time of celebration; it’s a season of connection—a moment to honor the traditions that shape us and the values that bind us to one another. At the heart of every gathering are unsung heroes: the hardworking individuals who ensure our tables are set, our meals are served, and our nights are unforgettable. This year, Buchanan’s Scotch Whisky is redefining the spirit of the season by lifting more than glasses—it’s lifting communities, honoring voices, and embracing the power of unity.
Through its transformative “Más Noches Buenas” campaign, the iconic brand celebrates the 200% spirit—100% Hispanic, 100% American—and shines a light on those who work tirelessly behind the scenes to bring joy to others. With a bold $150,000 pledge through its 200% Futuro Fund, Buchanan’s is turning generosity into action, supporting food service professionals and nonprofits to ensure that this holiday season is not just about giving but about giving back.
Más Noches Buenas: Turning Words Into Action
Through its 200% Futuro Fund, Buchanan’s is bringing its mission to life by partnering with key nonprofit organizations dedicated to empowering food service workers. The Street Vendor Project advocates for New York’s vibrant yet often vulnerable street vendor community, ensuring their contributions are recognized and supported. Reimagine LA Foundation focuses on advancing economic mobility and equity, addressing systemic challenges that affect the industry.
The Texas Restaurant Association Education Foundation provides critical education and financial resources to help industry professionals enhance their skills and achieve stability. Meanwhile, the Restaurant Workers Community Foundation prioritizes mental health, crisis relief, and professional growth, tackling some of the most pressing issues facing food service workers. Together, these initiatives provide year-round support, equipping these essential individuals with the tools and resources they need to not just survive but thrive in their indispensable roles.
Fostering Connection Through Celebration
Buchanan understands that community isn’t built on donations alone—it flourishes through shared experiences. As part of the Más Noches Buenas campaign, the brand has hosted a series of Trade Dinners in cities like New York, Los Angeles, and Houston. These exclusive gatherings, curated by local chefs, offer food service professionals a rare opportunity to relax, savor traditional dishes, and revel in the festive spirit they help create for others.
To extend its reach, Buchanan partnered with Kids of Immigrants to launch a limited-edition merchandise line inspired by food service workers. Proceeds from every purchase on December 6 go toward the campaign, with Buchanan’s matching sales up to $20,000—a heartfelt gesture to maximize the impact of every contribution.
Buchanan invites everyone to share their holiday traditions through the Noche Buena Holiday Contest, using #BuchanansMásNochesBuenas. Participants can win $1,500 and exclusive gifts by showcasing the rituals that make their celebrations special, amplifying the message of unity and cultural pride.
The festivities culminate on December 15 with Noche Buena Hosted by Marcello Hernández, a vibrant event headlined by the comedian and actor. Featuring music, food, and the joy of togetherness, this celebration embodies the richness of Noche Buena—a tradition where family, food, and connection take center stage.
For over 130 years, Buchanan’s Scotch Whisky has been a symbol of community and connection, enriching gatherings with its timeless blends and innovative spirits like
Buchanan’s Pineapple. Through the Más Noches Buenas campaign, Buchanan deepens this legacy by spotlighting the unsung heroes of the holiday season—the food service workers who pour their hearts into every shared moment.
This season, as we lift our glasses to tradition, let us also toast the power of unity, generosity, and the 200% spirit that inspires us all. Together, we can honor those who make our celebrations possible and ensure that every night is filled with more goodness, more stories, and more joy.