Alongside a group of culture makers, Buchanan’s is announcing the Buchanan’s 200% Futuro Fund, committing $1 million in donations and grants to fuel the futures of Hispanic Americans over the next five years

With the Hispanic population projected to make up more than half of the US’s population growth over the next 15 years,** Buchanan’s Scotch Whisky is continuing to break beyond the one-month walls of Hispanic Heritage Month and taking a leap towards the future and welcoming people to the “200% Futuro.” To celebrate America’s future being 200%: 100% Hispanic and 100% American, Buchanan’s is partnering with Mexican-American, Indiana-raised, singer songwriter, Omar Apollo, whose 200% spirit shines in his unique musical style that blends genres and languages – the perfect embodiment of what the future of America looks like.   

Together with a group of culture makers, Buchanan’s and Omar are highlighting the greatness that comes from embracing your 100% Hispanic and 100% American duality, while honoring heritage and supporting the local voices, businesses, and organizations leading the future across America.  Through vibrant, digital storytelling shot by director David Camarena, we visit and meet the purveyors of local plant shops, taquerias, cultural centers, barbershops, clothing stores, non-profits and more, who are using their creativity and culture to shape the future of their communities and contribute to the growth and success of America.

“I’m happy to join the Buchanan’s Whisky familia, and to be a part of the brand’s legacy championing Hispanic culture,” said singer-songwriter Omar Apollo. “This Hispanic Future Month, we are sharing and celebrating the unique stories of Hispanic Americans who embody the 200% spirit and embrace their cultural duality,” he continued. “My parents were Mexican immigrants, I was born and raised in Indiana. I’m 100% Mexican and 100% Midwest, so I feel deeply connected to the Buchanan’s 200% Futuro campaign and I’m excited for the future of our partnership.”

• In Chicago: National brand partner, Omar Apollo is highlighting DishRoulette Kitchen a nonprofit that supports the Chicago food industry by providing effective hospitality training mixed with financial consciousness; local Belizean and Mexican-owned plant shop Plant Shop Chicago, and Honduran-Mexican taco truck, Taco Sublime.
• In Los Angeles: Kids of Immigrants, the LA fashion brand that celebrates 100% commUNITY and 100% Immigrant pride, honors the local LA community by spotlighting local nonprofit Inclusive Action For the City, Mexican paleta shop La Michoacana Boyle Heights and gender neutral clothing shop Género Neutral.
• In New York, NuevaYorkinos, a digital archive dedicated to documenting and preserving NYC Latinx and Caribbean culture and history through family photographs and stories, take a visit to local nonprofit The Ecuadorian American Cultural Center that aims to raise awareness of Ecuadorian-American culture and empower the community through the arts and education; lifestyle Puerto Rican-Dominican shop Bronx Native, and Dominican-owned Grassroots Juicery in Brooklyn.
• In Miami, Cuban-Bahamian, visual artist Reyna Noriega who uses her art to fill the world with vibrant, joyful depictions of marginalized communities highlights Buddy System MIA, a local nonprofit fighting food insecurity in Miami, Honduran-owned barbershops, The Spot Barbershop and Venezuelan-Cuban owned community art space Artisan’s Playhouse.
• In Houston, Mexican-American professional Houston Dash and Mexican National Soccer Team player María Sánchez spotlights local nonprofit Power on Heels an organization focused on the advancement of Latinas by helping to decrease the impact that the gender pay gap has on their earning potential; Latina owned Houston-inspired clothing brand State Line Designs, and local flower shop Bloom and Box.

To enable non-profit organizations doing the work to create a better future for America’s 200%, Buchanan’s is announcing the Buchanan’s 200% Futuro Fund, a donor-advised fund that will deliver $1M in grants across the next five years by elevating their voices and supporting nonprofits uplifting their local communities through their passions and crafts while embracing their Hispanic roots.

As part of the campaign, Buchanan’s has also launched a series of co-curated 200% local guides highlighting some of the Hispanic American businesses shaping culture and amplifying through brand and partner social channels to encourage the community to shop the local businesses right in their backyard.