Diageo has launched a marketing campaign for Buchanan's blended Scotch whisky in the US that targets Hispanic consumers.

'Es Nuestro Momento' will roll out nation-wide and includes a 30-second ad called Los Imparables (The Unstoppables). The ad, which premièred last night, will be supported by out-of-home advertising, television spots and digital ads, Diageo said today.

Financial details have not been disclosed.

"Buchanan's has deep roots in the Latino community, going back generations and transcending borders," said Tara King, brand manager for Buchanan's. "At a time when cultural appreciation has never been more significant, we hope our campaign inspires a new generation of whisky fans to take pride in their heritage, and to embrace this pride as a key to achieving greatness."

The Johnnie Walker owner has partnered with Latin Grammy-winning artist J Balvin for the campaign. The singer has composed a song titled 'Es Nuestro Momento', which will be released early next year.

Diageo is not the first spirits producer to target the growing Hispanic community in the US. Last year, Mast-Jägermeister launched a Jägermeister campaign in Houston, Texas. The push later rolled out in in Dallas, where one out of three Millennial consumers is Hispanic.

According to Diageo, Buchanan's has "long been a favourite among Latinos" and is the largest premium Scotch brand in Latin America.